Cubs Fans "Love Me Tenders"...

Each and every postseason there is one baseball element that captures the attention of sports fans everywhere... From Steve Bartman to the Rally Monkey, people love baseball and superstitions...

What happens to be this year's postseason frenzy? Well, it just happens to be tied to a promotional offer created by the produce company Love Me Tenders. Love Me Tenders is currently running a promotion offering a free "Love Me Tenders, the official chicken of the Cubs" t-shirt to all Cubs fans who purchase four (4) bags of Love Me Tenders and redeem their UPC's with an official redemption form. Love Me Tenders are sold at select stores in Illinois, Michigan, Wisconsin, Indiana, Ohio and West Virginia.

The problem that Love Me Tenders is facing with its "Official Partner of the Chicago Cubs" designation, is that their promotional territorial rights are limited to the Chicagoland area. Love Me Tenders is currently not legally allowed to sell the t-shirts and are seeking help from folks in the industry on how they can escape the restrictions to satisfy the existing demand for the shirts amongst Cubs fans around the globe.

But how exactly did the shirts become such a phenomenon? Check out an excerpt of the history behind the frenzy in a great article written by Nick Zaccardi on MLB.com:

The Cubs have a "good-cluck" charm. It's a staple of the clubhouse, more popular than Carlos Zambrano's bobblehead collection. It's a gray cotton blend T-shirt that hangs in most lockers, resembling that rag you throw on when everything else is dirty.

"Love Me Tenders, the official chicken of the Cubs," the shirt reads in red and blue letters. Everybody who's anybody can be seen wearing it at press conferences, while working out or under their jerseys during games. Why is it so popular? Comfort.

"Everybody wears them, everybody loves them," said starting pitcher Jason Marquis, who requested a few extra Love Me Tenders shirts to wear in the offseason. "It just feels nice on your body when you wear it."

It all started with a Zambrano photo op in April.

"Carlos put it on and immediately said, 'Wow, these are fantastic. I want to keep this shirt,' and he started wearing it around the clubhouse," said Matthew Wszolek, the Cubs' director of sales and promotions. "Next thing you know, it's monkey see, monkey do."

The idea for the shirt hatched in a coed softball league. A team comprised of marketing personnel for Love Me Tenders decided on the design for uniforms as a way to get the word out for the young company.

Love Me Tenders became the official chicken of the Cubs this season, and employees wore the shirts during promotional giveaways at home games. Once Zambrano took a liking to it, others quickly followed.

"In a week, we had a roster in front of us with every player's size," said Michael Myers, managing director for the advertising agency InStadium, Inc. "Every player wanted a shirt. It was nuts. It was absolutely ridiculous. We were just laughing. It's a softball team shirt."

Derrek Lee wore it for a five-minute interview on ESPN's "Pardon the Interruption" in June. Lou Piniella had it on during a postgame press conference after being ejected against the Marlins on July 26. In August, Detroit Red Wings hockey star Chris Chelios requested one to wear while singing "Take Me Out to the Ballgame" and Ryan Dempster hooked him up.

Opposing players are catching on, too. At the request of Adam LaRoche and Matt Capps, Marquis sent a couple of shirts to the Pirates. They'll just have to cover up that pesky Cubs logo.

Anybody can get a shirt by filling out a form on the company's Web site, lovemetenders.com, and mailing in four UPCs.

Myers' softball team won its league title, so he likes to say the shirt is 1-0 in championships. That record will be put to the test during the next month.

"The Cubs make their own luck, we're not claiming anything," Myers said. "What we do is make good chicken."

Nick Zaccardi is an associate reporter for MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.

A Special Thanks to John Canaday of Banshee Music for his insider knowledge and contributions to this column.

Looking to Add Fan Entertainment Elements?

Are you looking for new ways to engage consumers during timeouts in play, concessions breaks, and pre-game/post-game periods? Are you looking for new ways to provide fan entertainment in your concourse levels?

The Milwaukee Brewers have done a tremendous job enhancing the fan experience at Miller Park with a multitude of entertainment elements:

• In-game entertainment (e.g. Klement's Sausage Race)
• Unique VIP sections (e.g. Mercedes-Benz Field Haus)
• Tailgating (unlike anywhere else in baseball)
• The Associated Bank Kids Zone, a new 8,000 sq. foot interactive entertainment area with activities for children located near the right field corner. The area, which opened in March 2008, includes a batting cage, pitching cage, and a number of other unique fan friendly elements:

"RACE TO FIRST BASE" SIMULATOR - The Brewers have created a unique entertainment feature that enables fans to feel like they are racing Corey Hart down the first base line.

"RACE THE SAUSAGES" SIMULATED GAME - An area where fans can race one another while pushing replica models of the Worlds Famous Klement's Racing Sausages.

"MAKE YOUR OWN BASEBALL CARD" STATION - The Brewers have created a feature within the concourse level where fans can create their own baseball cards for a nominal fee.

BERNIE BREWER SLIDE - Young Brewers fans can experience the rush that Bernie the Brewer feels sliding down his slide on a mini-setup in the Kids Zone.

UNIQUE "PHOTO OPP" AREAS - The Brewers dugout and a giant baseball glove.

SOURCE: All pictures included in this post were taken and featured on the 620 WTMJ website.

PepsiCo Challenges AB's Super Bowl Ads...

Do you have the skills to create a better Super Bowl commercial advertisement than Anheuser-Busch?

If so, you have a chance of winning $1MM from PepsiCo as part of their new promotional efforts to steal some of the limelight from Anheuser-Busch. PepsiCo is offering up the $1MM grand prize to anyone who can create a Super Bowl commercial for its Doritos tortilla chip brand that trumps all other advertisements in the USA Today's Super Bowl Ad Meter. Anhueser-Busch has walked away with the top Super Bowl spot the past ten (10) years. PepsiCo is hoping that the high stakes of its promotional efforts will not only place them atop the Super Bowl advertising rankings, but that it will deliver months of pre-game buzz leading up to the game's kickoff. 

In January, consumers will have the chance to choose the best consumer-generated ad from a group of five (5) finalists that will air during the Super Bowl. Regardless of the outcome, each of the five (5) finalists will still win $25K and a trip to the Super Bowl.

With :30 Super Bowl spots selling for $3MM (a 10% jump from the '08 SB contest), public relations and advertising executives say that winning the "pre-game buzz" battle is a critical way to offset the high costs of investment. For example, Nationwide Mutual Insurance claims to have received $23.3MM of free publicity from its '08 Super Bowl ad starring Kevin Federline.   

Source: The Wall Street Journal (PepsiCo Seeks to Raise Stakes on Super Bowl Ads)

Movie Promotion Asks University Bands to Battle It Out...

Are you leveraging your University/team's band to its fullest potential?  Are you looking for new ways to align sports and movie releases?

ESPN, Paramount, and Lucasfilm Ltd. have teamed up to offer "ESPN's Battle of the Bands and the Quest for Crystal" contest. The competition pits seven (7) of the nation's top marching bands against one another in a quest to see who can perform the best two (2) minute rendition of the Raiders of the Lost Ark theme song. Paramount and Lucasfilm Ltd. collaborated with ESPN to create the contest in support of the Indiana Jones and the Kingdom of Crystal Skull being released on Tuesday, October 14th.

Consumers are asked to watch each of the seven (7) performances on the promotional website on September 29th and vote on which unit performs the best act. The University band that registers the most votes by October 11th will win a $25,000 donation from Paramount and Lucasfilm Ltd.

All promotional participants will be entered into a drawing for a chance to win a VIP trip to an ESPN Bowl Game of their choice or a copy of the new Indiana Jones DVD box set signed by Harrison Ford.

Paramount and Lucasfilm Ltd. collaborated with ESPN to create the contest in support of the Indiana Jones and the Kingdom of Crystal Skull being released on Tuesday, October 14th. Participating bands include: The University of Florida, the University of Texas, Louisiana State University, the University of Georgia, the University of Southern California, Clemson University, and Auburn University.

Check out the preview of the promotion below:

Capture Fan Interest Through Unique Coupons...

Are you looking to create a unique coupon distribution program that will drive consumers back to retail? Are you looking to differentiate your coupons/project starters in-venue?

Taco Bueno created unique in-venue coupon distribution programs to leverage its partnerships with the Texas Rangers, Dallas Stars, and Dallas Mavericks. As demonstrated by the picture on the right, Taco Bueno created eye-popping coupons with catchy phrases in an effort to drive consumer interest and trial.

In addition, Taco Bueno has used a variety of in-game tactics to promote its distribution of free taco coupons:

• Texas Rangers - Taco Bueno offers a "Taco Time" feature during the fifth inning of Texas Ranger games to reward fans with free tacos
• Texas State University - Taco Bueno offers a "Magic Minute" promotion, where all fans in attendance can win a free taco if the Texas State Bobcats score in the last minute of the soccer game
• Dallas Mavericks - If the Mavericks score over 99 points, all fans in attendance win a free Taco Bueno taco
• Dallas Stars - All fans in attendance win a free taco if the Stars score three goals or more

Let The Fans Speak...

Have you considered new ways to incorporate fans into your team's broadcasts? Are you looking for additional ways to leverage media partners?

Sky Sports, a major media outlet in the United Kingdom, recently created the "Sky Sports FanZone", a program that enables die-hard soccer fans in the UK the opportunity to serve as live commentators for their favorite clubs. Sky Sports selects two (2) fans from opposing teams to voice their opinion on a live match each week. The selected contestants also are provided the opportunity to write pre-match blogs that are featured on SkySports.com as a build-up to their cameo appearances.

Clips and pictures of the commentator interaction are then featured during the broadcast, on the Sky Sports website, and on YouTube.com. To be eligible to win, consumers just have to fill out a simple application form online (or by emailing fanzone@skysports.com), explaining why they should be chosen for the contest. SkySports details on the FanZone webpage that contestants should be passionate, knowledgeable, talkative, funny, opinionated, confident, and positive-minded.

This would be an incredible feature to offer on Monday Night Football, TNT's coverage of NBA games, and/or Hockey Night in Canada... Give your fans a voice through an engaging platform!

Check out two (2) entertaining Sky Sports FanZone clips below:

The Minnesota Lynx Know How to Party...

Are you looking to create an in-venue experience? Are you looking to provide fans alternative reasons to come to your games?

In 2008, the Minnesota Lynx unveiled the "Minnesota Lynx Party Zone", a fan-friendly courtside area that offers fans the chance to experience a game courtside with a range of amenities and entertainment.

The Lynx Party Zone was developed as a way for the WNBA franchise to celebrate its 10th year of existence and offer its loyal fanbase an unmatched V.I.P. courtside experience.

The Lynx Party Zone offers a variety of seating, entertainment, and hospitality options:

• Lynx Lounge - Tickets/Hospitality plans range from $1,500 (25 persons) to $3,000 (50 persons)
• Courtside Mini-Suites - Three (3) available suites that seat 6-8 persons; guests receive in-seat service ($500/game)
• Large Courtside Suite - One (1) large suite available that seats 12-16 adults; guests receive in-seat service ($1K/game)
• Kids Zone - Interactive play area (open one hour prior to tipoff), interactive games, face painting, poster making, and balloons
• DJ/Band Stand

Concessions in the Minnesota Lynx Party Zone is comparable to concourse prices ($3.50-$6.50 for food; $4.00-$4.50 for non-alcoholic beverages; $6.25-$6.50 for alcoholic beverages).

Have You Considered Enhancing Your Venue's Restrooms?

Are you looking for new ways to entertain fans at your venue? Have you considered enhancing the bathroom experience for your fanbase?

A horse racing venue in Mexico created a unique way to entertain consumers attending and betting on races at the track. Track representatives branded each of the bathroom stalls with a different horse color/number (portraying that consumers would be racing against one another when going to the bathroom).

This simple, yet extremely creative entertainment tactic can be implemented by venues and organizations in a variety of different means:

• Horse Racing - Implement a similar tactic using the horses racing in the day's featured race
• NASCAR - NASCAR tracks could feature an extremely similar tactic using the numbers/colors of fan favorite drivers on the circuit (e.g. a #20 orange/black sign hanging over the toilet representing Tony Stewart alongside a blue/yellow #48 sign representing Jimmie Johnson, etc.)
• NBA/NFL/NHL - These organizations can create numbered stalls representing players on the home/visiting team. Believe it or not, there are Boston Celtics fans out there who would like to say that they went to the bathroom in Kevin Garnett's stall during halftime.
• MLB - Offer a "Match the toilet with the Inning" promotion, where fans have a chance to be rewarded for their bathroom experience. Teams can brand nine toilets (#1-9) and feature a receipt machine near each toilet. During each inning the machine will give a redemption receipt to fans who use that toilet. If the home team scores the most runs during the 1st inning, fans who use toilet #1 can redeem their "redemption receipt" the next game for a discount on beer/non-alcoholic beverage at a select concessions stand.

Does this idea sound interesting but your organization/venue doesn't want to pay the costs? Bring on a paint vendor, local print/copy service, and/or bathroom/plumbing provider to serve as the presenting sponsor...

Some other guerilla bathroom renovation ideas include:

Phoenix Coyotes Fan Mirror (previously posted on PartnershipActivation.com)

HeadwearMirrors (Give Your Fans Horns - potentially relevant for the University of Texas, Minnesota Vikings, South Florida etc.) (or similar headwear for other organizations)

Toilet Entertainment (Guerilla Soccer Games)

Looking to Drive Retail Sales?

Are you looking to create a retail promotional that will spur interest, store traffic, and sales?

Hoppy Hoffman has the answer.

Hoffman owns The Design Shoppe, a small retail shop in Jonesboro, Arkansas. Prior to the 2008 Arkansas State football season, Hoffman created a retail promotion that rewarded customers with 1% discount off their purchase for every point the Arkansas State Red Wolves won by on the Monday following each home game. Meaning, if Arkansas State won by 10 points, consumers would receive 10% off their purchase on the Monday following the team's home victory.

The result? The Red Wolves won their home opener 83-10... meaning all shoppers received a 73% discount on Arkansas State gear at Hoffman's shop the Monday after the team's opener. Since the promotion was created, business (and media buzz) has been booming for Hoffman. Following the Red Wolves' second home victory, nearly 200 people lined up for the store's doors to open at 9:30am. Arkansas State has four (4) home games remaining on the season, giving Hoffman a reason to hope for another win (although hopefully by a lesser margin). 

Consider leveraging a similar promotion with your retail partners!

Score Five Goals, Score Free Tacos...

Are you looking for new ways to reward fans based on team performance?

Since 2003, the Nashville Predators and Taco Bell have teamed up to execute an extremely popular "free taco giveaway" promotion. Every time the Predators score five (5) goals while playing at home, all fans in attendance receive one (1) free taco. Since the promotion's inception, it has become routine for Predators fans to chant "We Want Tac-os" every time the team is on the verge of scoring its fifth goal.

Energized by the enormous fan receptivity for the promotion, the Predators added a unique musical twist, as demonstrated in the video clip below: