Reward Those Who Team Up!

Would you be interested in carpooling with friends and colleagues if it meant that you could receive rewards and discounts from your favorite restaurants?

Dunkin' Donuts is looking to capitalize on this idea by teaming up with NuRide, Inc., the nation's largest incentive-based online ridesharing community to offer consumers a unique discount. All consumers who are using NuRide to make the environmentally safe choice to share rides will receive $5.00 off a "Box 'O Joe and a dozen donuts" that they can share with their fellow commuters and colleagues at work. With the promotion, Dunkin' Donuts joins a growing list of companies who are sponsoring NuRide participants (persons who register online, team up with neighbors to calculate driving distances and savings, and receive points redeemable for corporate partner rewards).

The big question is, how does this apply to sports?

Green Initatives: NuRide presents an opportunity for teams to demonstrate "green initiatives" without shelling out major dollars. Teams can reward fans who register with NuRide to commute to games (many franchises currently offer a bus service) with unique VIP experiences, special team memorabilia for their automobiles, and discounted prices on tickets.

QSR Activation: Teams can also use NuRide to further activate their QSR partnerships. In this case, the Boston Red Sox could leverage its relationship with Dunkin' Donuts to offer unqiue cross-promotions to NuRide registrants. Dunkin' Donuts' current promotion targets morning commuters; a partnership with the Boston Red Sox could drive their promotional agreement with NuRide during evening hours when consumers may need to stop for a coffee or a quick snack on the way to the ballgame.  

Some Prominent NuRide Corporate Partners Include: Applebee's, Bruegger's, Brookstone, Chevron, Rice University Athletics, Shell Oil Company, Disney on Ice, XM Satellite Radio, the Houston Zoo, Panera Bread, and the Ringling Brothers and Barnum & Bailey Circus

Alabama Offers a Golden Promotion...

A few days ago, I noted how companies should use their online banner ad space as a unique promotional tool. I came across an interesting sweepstakes offer that Golden Flake is offering through its partnership with the University of Alabama. What actually caught my attention was the promotion's intriguing banner ad, situated at the helm of the University of Alabama Athletics website (see below).

Golden Flake is offering one (1) lucky Alabama fan the chance to be an honorary coach at Golden Flake A-Day (Alabama's Spring Football Game) through a promotion designed to generate database entries. To be eligible to win, Alabama fans must complete an online entry form by March 30th; the winning entry will be drawn on the March 31st "Hey, Coach" radio show.

Realizing the affinity that Alabama fans have for the Crimson Tide football program, this is a tremendous promotional offer. But why is Golden Flake going to these measures without tying in their brand? It is a little disappointing to see that Golden Flake decided not to integrate retail activation, free trial, package couponing, or a survey to gauge more information about consumer interests.

The Grand Prize Winner receives:

• The opportunity to spend one half of the game in the team bench area
• The opportunity to spend one half of the game in the radio booth in the press box
• Coaching gear to wear throughout the game
• A role in the Fan Day activities on Saturday, April 12th
• Opportunity to call a play from the team playlist
• One (1) Official Alabama autograph ball
• One (1) Golden Flake prize pack
• One (1) Interview on CTSN game broadcast

When the Cubs Win, You Win!

Suiteplay, Chicago's leading retailer of fun home furnishing, is taking retail promotions to the next level with its 'Cubs Win You Win' promotion in an effort to build in-store sales. All consumers who make purchases at the retail chain's four Chicago locations between March 13th and April 14th will be reimbursed 100% if the Cubs win the 2008 World Series.

While the 'Cubs Win You Win' promotion poses an extreme risk for Suiteplay should the Cubs win, the promotion will receive tremendous media coverage as 2008 marks the 100th anniversary of team's last World Series Championship. High Risk = High Rewards... Retailers are going to new extremes to target consumers and only time and media buzz will tell if this promotion pays off for Suiteplay.

Kelley Claffey, VP of Marketing for Suiteplay, commented, "We are inviting shoppers to step up to the plate and buy furniture, games, and other accessories to make consumers' homes more fun for baseball season during the promotional period. To show our team spirit, we'll pay them back for their store purchases should the Cubbies go all the way! It's a win-win for everyone."

Go Cubbies Go.

When All Else Fails, Go With Thriller!

George Washington University's Athletics Department entertained its student fanbase pre-game with an interesting mascot 'Thriller' performance. It seems like when all else fails, fans will always respond favorably to Michael Jackson's 1984 hit single, a 14-minute video that is considered by some as the greatest of all-time.

See the clip below:

Shoot for a Scion!

Scion, a marque of vehicles produced by Toyota that targets Generation Y consumers, has run simple, yet engaging promotions at college campuses across the nation. In clip enclosed below, Scion devised an on-court promotion where a contestant needed to make a layup, free throw, three-point shot, and a half-court shot in 24 seconds to win a brand new car. The promotion was executed and captured extremely well by the University of Maryland Athletics Department.

However, it is important to note that Scion could have done a number of things to really enhance the promotion:

• Feature a model of the car on-court
• Have personnel deliver keys to the car to the contestant
• Extend the promotion to the concourse level, where Maryland students can trial and/or inquire about additional information
• Feature a video from a Scion executive on the video board congratulating the winner on their achievement
• Tie in an incentive to the Maryland fanbase (if he wins, everyone in the crowd (or a section) wins XXX prize)

The company has a great slogan: 'What Moves You?'

Pre-Game Dance Routine

I came across a great pre-game feature that took place at a Marquette University when it hosted College Game Day. The on-court vignette featured three (3) blow up mascots (Stallion Iverson, Yao Flamingo, and Dennis Frogman) performing dance routines. The performance was geared strictly for students who entered the arena early. Simple, yet capturing entertainment that fans love! Check out the clip:

Tiger Woods... As Your Caddy?

Molly Wurdack of the Miami Dolphins informed me of an incredible promotion that Buick is offering consumers: the chance to have Tiger Woods serve as your caddy for nine (9) holes on the South Course of Torrey Pines!

For a chance to win the promotion, contestants must register on www.teeoffwithtiger.com and be able to predict Woods' score for all 72 holes of any of the tournaments he plays through the PGA Tour Championship. The person who correctly guesses the most holes for each event will win Woods' courtesy car and a plaque signed by Woods. Each of the ten closest contestants will then become eligible for the grand prize. Buick is also offering rewarding consumers who check out the Buick vehicle tours on the website with the chance to win $25 gift certificates to the PGA Tour Superstore or Nike Golf as instant prizes. 

Buick will support its creative "Tee Off With Tiger" promotion with an ad campaign, print, online, and radio components. The automobile manufacturer is set to purchase a front-page buy in the Wall Street Journal on Friday and will have a presence on FoxSports.com, AOL.com, and Weather.com.

Fans Love Chipotle. Enough Said.

What drives fans crazy? Iconic brands.

Josh Hafer of the Columbus Blue Jackets recently described how the team has developed a unique way to leverage its partnership with Chipotle, a casual dining brand that has a cult following among Gen Y consumers. The Blue Jackets offer a "Chipotle Chutes" in-game segment where Chipotle goods are parachuted from the arena rafters. Fans clamor for the falling burrito chutes, which include a Chipotle t-shirt and a Burrito Buck, a coupon that is valid for one FREE burrito. 

As the chutes descend into the crowd, the Blue Jackets' PA announcer tells the crowd, "Hey fans, look out for falling Chipotle Chutes!!! They are coming to sections XXX XXX XX XXX". The promotion is relatively inexpensive for the team (with 40-50 chute distribution per game), yet is EXTREMELY popular amongst the Blue Jackets fanbase. While the in-game promotion takes place, the Blue Jackets flash Chipotle Chutes messaging across the stadium's LED boards to drive awareness and additional messaging. 

Once I find a video of this promotion, I will be sure to post it. A great concept developed by the folks at the Blue Jackets.

Activate Your Student Section!

The University of Texas has a great website geared to keep UT students in the loop with promotions, ticket information, and fan guides to Longhorn sporting events. The site provides members of Longhorn nation, known as the SOBs (Student Orange Bloods), up-to-date with information on student-specific promotions and sweepstake offers, season ticket details, and giveaways.

By developing this web portal for students, UT can offer its sponsor partners exclusive access to students, drive student loyalty and affinity for athletics promotions, and host a one-stop shop for all student information. Property representatives can easily sell this or show this as an added value to its corporate partners!

Here is a brief rundown of promotions that UT Athletics is offering Longhorn students:

• 2008 UT Basketball
  • 5.9.08 - University Village at Austin is sponsoring a six months FREE RENT giveaway at the Men's Basketball vs. Oklahoma State game
• 2008 UT Softball
  • 5.19.08 - The first 50 UT students that go to the Texas Athletics table behind home plate receive a pair of Longhorn Crocs
  • 5.21.08 - The first 50 UT students that go to the Texas Athletics table behind home plate receive a coupon for a Chick-fil-A milkshake
• 2008 UT Volleyball
  • Students will receive Horns House t-shirts and balloons at selected games. Fans will also have the opportunity to make posters and paint their faces to support the team

Alltel Returns in '08 with the MyCircle 500 Promotion!

Alltel Wireless, America's largest wireless network, is returning in 2008 with its successful My Circle 500 sweepstakes promotion. Through the promotion, Alltel rewards ten (10) consumers with an all expenses paid trip to Charlotte, NC where they can compete in a go-kart skills competition against Ryan Newman's race team. In Charlotte, the ten (10) recipients will be eligible to win the sweepstakes' $500,000 grand prize. To be eligible for the promotion, fans either need to text RACE to 38229 or log onto ww.alltelracing.com.

In Charlotte, the ten (10) finalists will get a behind-the-scenes tour of the Penske Racing Shop and train with the #12 Alltel Dodge team before competing head-to-head in an ultimate go-kart and pit crew challenge. On race day, the finalists will get to take one lap around the go-cart track and change four (4) tires on the #12 car. The fastest team of recipients around the track will win $200,000 and another $300,000 will be rewarded if they can change a set of tires faster than the Alltel pit crew.  

The Alltel My Circle 500 promotion is a great example of taking sweepstakes to the next level - providing fans with an exclusive experience that allows for direct interaction with their favorite superstars (in this case, the race team). As marketers, we can strive to develop more innovative programs that really put consumers in the driver seat.