Vitamin Water's Homers in the Hudson...

A month ago, MLB All-Star weekend provided the sports industry with some memorable moments, most notably Josh Hamilton's performance in the Home Run Derby. However, one piece of activation that is a must-see is Vitamin Water's efforts to counter Gatorade's presence in the New York City market.

Enclosed is a video clip that captures Vitamin Water's "Homers in the Hudson" promotional execution in New York City (as we had mentioned in a previous post). Check out the clip below to see how Vitamin Water pulled off the promotion!

Update on Tuesday, August 5, 2008 at 09:26PM by Brian Gainor

Capitalize on High Gas Prices...

Are you looking to create an effective promotion that capitalizes on high gas prices? The Milwaukee Brewers have been running a promotion in 2007-08 that has proved... Too Successful.

The Milwaukee Brewers collaborated with team partner BP to create a "C'Mon Back Card" promotion. The team offered one (1) free Terrace Level ticket at select Brewers home games during the season for consumers who made six (6) purchases of eight (8) gallons of gas or more at participating BP Gas Stations. Consumers are given a card that they get stamped as validation of their purchase each time they fill up. Fans have the option of using the $13 voucher towards a ticket in an upgraded seating section should they want a better view of the field.

The problem? Too many fans have decided to partake in the promotion. The Brewers had to deny some fans trying to receive free tickets for the team's home games on August 8th and August 19th. The Brewers are offering four (4) more "C'Mon Back Card" promotional nights for the rest of the season. If the team is unlikely to fulfill consumer demand, it will likely issue free tickets to a game next season/

Note: Fans have the option of either mailing in their completed gift cards (with receipts) to the Milwaukee Brewers Ticket office or presenting them on-site. However, the team encourages fans to place their request well in advance of the day of the desired game due to high demand for the promotion.

This promotion is great because it is so simple, yet so effective! Find a way to benchmark it for your organization!

Penske Offers Video Board Promotion for Fans...

Are you looking for a unique way to promote your brand in-venue? Are you searching for a way to incorporate fans into your messaging?

Penske Trucking is teaming up with the Green Bay Packers to offer the "Go Pack! Go Penske! Commercial Contest", a promotion that offers Packer fans the chance to win a suite experience with seventeen (17) of their frends...

Penske is asking all Packers fans to create a 22-second commecial that encompasses the following elements: 

• Describes the benefits of renting a truck with Penske Truck Rental
• Depicts a Penske rental truck (in any way, shape, or form)
• Depicts the wonder of living in Wisconsin & being a packer fan

Penske will select the seven (7) best commercials as semi-finalists for fans to judge on Packers.com. All video submissions are to be sent to Penske's Marketing Department (the address is included on the promotional page) for review.

One (1) lucky fan will win a suite experience at the Packers' December 28th home contest against the Detroit Lions with seventeen (17) of his/her friends. At the game, the winner will be recognized and the winning promotional spot will be featured during the game. The six (6) remaining semi-finalists will receive a $250 Packer Pro Shop gift certificate.

The Maple Leafs and Coke Offer a Game for FREE

Are you looking to attract new fans to your games? Are you searching for a unique way to reach out to the consumers in the local marketplace?

The Toronto Maple Leafs have teamed up with Coca-Cola to offer an extra pre-season game in 2008... for FREE. The free "Coca Cola Zero Fans First Game" exhibition will take place on September 22nd when the team plays the Buffalo Sabres. With Coca-cola picking up the tab on all the tickets for the game, Maple Leafs Sports & Entertainment is hoping to attract a different audience to the game and create a lively atmosphere.

The Maple Leafs are distributing two (2) free tickets to all fans who attend the team's off-season pep rally and the rest will be given out through online registration and promotional contests. With the majority of seats at Leafs games controlled by season ticket holders, the free exhibition game will give consumers in the local marketplace a chance to experience their first Leafs game live. The promotion signals the Leafs efforts to target a new fan base and connect with the 50% of Toronto residents that were born elsewhere. 

Drive Team Interest at Retail...

Are you looking for a unique way to drive interest for your organization at retail? Are you looking for new ways to integrate QSR and casual dining partners?

During the early part of the 2008 MLB season, Norm's Eatery and Ale House in Seattle created a unique promotion to drive sales for their featured brew. The team created "Cheap Sex Monday", a promotion that bases the price of their brew on the batting average of Richie Sexson. The restaurant began the offer when Sexson's batting average dipped to .167 (offering the featured beer for $1.67). The promotion proved to be extremely popular among consumers and will continue as Sexson gets a fresh look as a new member of the New York Yankees (his batting average is now up to .219).

With alcohol regulations varying from state to state, organizations should consider developing similar promotions with their retail partners (Casual dining, QSR, wholesale retailers, electronic retailers, etc.). Teams and partnering retailers can base product offers on:

• Batting Average (as seen below)
• ERA (team, player, closer, etc.)
• Home Runs per game
• Goals
• Number of three-point field goals
• Free throw percentage
• Number of goals scored
• Penalties
• Laps

... and plenty of more... It just takes a little bit of creativity!

Offer Your Consumers an Incentive to Tune In...

Are you looking for innovative ways to get fans to tune into your broadcasts? Are you looking for new ways to leverage media for promotional purposes?

The Golf Channel recently teamed up with Callaway and FedEx to offer a rewards program for all consumers tuning in to the FedEx Cup Playoffs. Each Thursday and Friday of PGA Tour Coverage on the Golf Channel, consumers can pick up a code that they can redeem online for the chance to win weekly prize offerings and one (1) of two (2) grand prizes:

• Grand Prize Packages Include: 
• A trip to the 2009 Buick Invitational, offering exclusive FedEx hospitality, Callaway golf equipment, and an insiders look at the Golf Channel's production of the tournament    

• Weekly Prizes Include:
• Callaway golf balls and branded golf merchandise  

Fans can also receive codes by purchasing Callaway equipment, visiting FedEx stores, watching "The Approach with Callaway Golf" on the Golf Channel, and frequenting FedExCup.com, CallawayGolf.com,  PGATour.com, and Golf Channel.com. The promotion is being supported by the four (4) aforementioned parties through on-air, print, and retail measures.

This promotion serves as a benchmark for corporate partners looking to find ways to leverage and align their media spend. With the rising increase in email and text messaging redemption, look for other companies in the future to implement similar promotional offerings (this is unusual in the fact that so many parties have collaborated on the rewards efforts).

Are Your Promotions Socially Responsible?

Have you considered tying your partnership around a "socially responsible" campaign? Have you considered new, unique ways to bring athletes that represent your brand to the people? Are you looking to create a promotion that saves consumers some cash, especially when they travel long distances to your events?

Crown Royal is offering a promotion where Jamie McMurray, driver of the #26 Crown Royal Ford Fusion, will pick up several lucky fans in Indianapolis from their favorite bar or restaurant and give them a free safe ride home on July 24th... The initiative, part of Crown Royal's 'Safe Rides Home' program. McMurray will moonlight as a taxi cab driver as he leads a fleet of eight (8) replica No. 26 Ford Fusion cars around downtown Indianapolis to provide late-night transportation and spread the message about the importance of designated drivers.

Crown Royal's 'Safe Rides Home' initiative is in its fourth year of existence and has proved to be a very successful program supporting the company's 'Be a Champion. Drink Responsibly.' campaign. In the past three (3) years, the program has saved bar patrons nearly $15,000 in taxi fees!

This promotion is a tremendous idea that all brands and organizations can consider implementing to promote responsible drinking... Possibly create a promotional extension where a player/team personnel drives select fans to or from a game?

Here is a clip of Crown Royal's messaging efforts around the campaign in 2007:

Special thanks to Zach Nobinger of Taylor PR for his contributions to this column. 

Who Have You Considered For Your Emcee Position?

When analyzing your game atmosphere, you should be looking at everything from speaker levels to concessions lines to arena entertainment... But when was the last time you evaluated your arena emcee position? Do you have a recognizable personality? Have you found a person that really resonates with your target audience?

The Phoenix Suns have taken an unusual, but effective approach to their emcee position. The club hired Cedric Ceballos, a former Suns player and 11-year NBA veteran, as their in-arena personality. Ceballos is embarking on post-basketball career in media and currently serves as a morning radio personality on MEGA 104.3 FM in Phoenix. The Suns called upon Ceballos to handle their in-arena duties and serve as a co-host on their weekly Suns.com web show, Nothin' But Net.

By hiring Ceballos, the Suns have found a unique way to enhance their game experience and further resonate with their fanbase. This could present an interesting strategy for a minor league/expansion team that is looking to have an impact in the local community without spending top dollars for a high profile player or coach. But remember, it has to be the RIGHT fit and the RIGHT personality for the job, no question about it... 

For more information Ceballos and his credentials, check out his webpage and him live in action:

VitaminWater Lets Consumers Hit for $1MM!

How do you drive significant buzz around a jewel event without being a partipating sponsor?

VitaminWater is capitalizing on the Home Run Derby craze by hosting its own hitting competition tomorrow morning on the banks of the Hudson River. From 10am - 1pm, VitaminWater is giving 200 lucky consumers the chance to hit for $1MM!

Tomorrow (Monday, July 13th), VitaminWater is hosting a "Homers in the Hudson" contest on the deck of the Chelsea Piers lighthouse on Pier 61 at 21st Street and the Hudson River. The company is going to feature a 25-foot-high inflatable VitaminWater bottle tied to a floating barge on the Hudson River with a 5-foot hollow glove attached to the top.  There will be a hole inside the glove that consumers must hit off a tee for the chance to win $1MM!  

Yes, the promotion sounds difficult (moving barge, small hole, thousands of ongoers and media attention), but nonetheless, this promotion is an excellent way for VitaminWater to draw some buzz around All-Star weekend without being an MLB sponsor (guerilla at its best!).

There will be a collection of athletes, celebrities, and New York personalities on-hand for the event... not to mention the thousands of consumers who are likely to come out for their chance to retire early.

Note: Each recipient gets one (1) swing. If multiple consumers win, the $1MM jackpot will be split equally.

Looking for a Way to Tie-In a QSR and Lottery Partner?

Are you looking for a way to create a traffic-driving retail promotion? Are you looking for a way to tie-in a QSR and Lottery partner to create a unique promotion?

A Burger King store franchisee in Qatar is currently running an in-store scratch off "Win Win" promotion that is drawing serious attention. The franchisee has created a scratch-off promotion offering 65,000 prizes for consumers looking for an extra incentive to eat at Burger King locations throughout Qatar... All consumers have to do is visit any Burger King outlet in Qatar, buy a Mega meal (Large Fries and Soft Drink), and get an instant scratch off coupon. That's it. The promotion is available to all dine-in, take out, drive through, and home delivery customers.

The prizes at stake?

• A Kia Opirus, round trip tickets from Qatar to Dubai, 32" televisions, DVD's, Laptops, and gifts from Coca-Cola and Nescafe, and Circus Land

The promotion's success?

• Through twenty (20) days of the promotion, over 30,000 scratch off cards have been distributed.

Now, legalities vary state-by-state, but why couldn't a professional franchise consider implementing a similar promotion by tying in a QSR (or any retailer for that matter) and a Lottery partner? We have recently seen a surge in "scratch off promotional activity" among teams; isn't it only a matter of time before this translates into the retail space? Upfront costs may deter some, but these expenses split between three (3) parties - all with something to benefit - could be a very effective retail traffic driver that creates "team buzz" and an instant craze for scratch-off tickets (i.e. McDonalds Monopoly Game) at retail chains throughout the local DMA.

Teams could distribute branded "instant scratch-off cards" to a local franchisee chain (i.e. Burger King, McDonalds, Wendy's, etc.) within a 75-mile radius that offer consumers the chance to instantly win tickets, exclusive VIP experiences, exclusive meet-n-greets at XXX store locations, and an ultimate prize of "A Trip for Four on the Team Plane to An Away Game" (dinner with the team owner on the plane provided by XXX retailer). The promotion can be tied to consumers ordering a specific menu item (a product the QSR is pushing into the market/has sluggish sales/is team specific), a combo meal, or driving store traffic at a certain time of day (breakfast/lunch/dinner/weekends, etc.).

To support such a promotion, teams would need to set up a will call booth at the stadium to validate all winning entries (tickets, exclusive appearance logistics), provide an informative website (rules, regulations, prize offerings), offer in-store POS displays, and provide some online media support to drive awareness.