Looking for Ways to Reinvent the Dance-Off?

Are you looking to create quality entertainment for your fans at minimal to no cost? Are you looking for new ways to reinvent the dance-off at your games? Are you looking for unique ways to tie-in a local dance studio, bar/club, or music sponsor?

The following four (4) clips demonstrate some unique ways that teams have implemented the dance off, including:

• A battle between two (2) drunk fields in the outfield stands
• A battle between the mascot and a midget ball boy
• A mascot doing a Striptease routine to the Backstreet Boys
• LeBron James doing the Souja Boy dance during a timeout

Looking for a Promotion that Pays at the Pump?

Are you looking for an innovative way to engage consumers while they are spending money pumping gas? Are you looking for an idea that will help capitalize on the recent surge in gas prices?

Allstate recently called on four (4) members of Elliott Sadler's pit crew to run a unqiue promotion prior to the race at Watkins Glen International this past weekend. Allstate utilized the four (4) pit crew members as Allstate "Safety Patrol" spokesmen at a local Sunoco gas station, rewarding all drivers who were wearing their seatbelts with a $15 gas card. The gas card promotion was a collaboration amongst Allstate, Sunoco, and NASCAR.

The promotion proved to be an extremely successful initiative for all parties as well as a great awareness driver for race weekend activities taking place at Watkins Glen International. The crew took two (2) hours away from their duties working on the No. 19 Dodge on the NASCAR circuit to alert fans on the rewards of being a safe driver and sign autographs. The promotion marked the crew's second Sunoco appearance; the parties held a similar event earlier in the year in Scranton, PA.

The crew used the following messaging to alert consumers of the promotion and drive awareness for the supporting partners,

"Good morning, thanks for coming in today - we're here on behalf of NASCAR, Allstate, and Sunoco. Congratulations on being a safe driver - I see you're wearing your seatbelt, so please accept this $15 gas card courtesy of Sunoco; and please contact your local Allstate agent if you have a question about how you can get your safe driver bonus check."

Have You Considered Implementing Promotions That Have Proven to be Successful in Other Sports?

Are you looking for a new way to capture the attention of fans in attendance? Have you considered implementing promotions that have proved successful in other sports?

The Lakewood Blue Claws, a Class A minor league baseball team, currently offer a half court shot promotion that has proven to be widely popular among fans (as shown below). The Blue Claws created a mobile version of the half-court promotion, which typically would take place during timeouts, halftime, and pre-game entertainment of basketball games.

The fact is that successful promotions translate with fans, no matter the arena of play. With fan avidity levels rising across the board (and many fans considering themselves fans of multiple sports), consider finding ways to implement promotions that have proven successful in other sports leagues!

Check out the clip below that dictates how the Blue Claws implement the half court shot promotion.

Update on Friday, August 8, 2008 at 06:19PM by Brian Gainor

Create Promotions That Engage Fans...

Are you looking for a new way to engage fans in-venue?

The York Revolution, a member of the Freedom Division of the Atlantic League of Professional Baseball, has aligned with Pizza Hut to offer a unique "K-Man" promotion. During team introduction prior to all home games, the team selects a player on the opposing team to be the "K-Man" of the game. If the Revolution strike out the designated "K-Man", all fans in attendance can redeem their game ticket for a free order of breadsticks at a local Pizza Hut location. The promotion is extremely popular with fans.

The same principle can be applied in practice for:

• Hockey - Fights/Penalty Minutes
• Football - Pass Interception, Fumble
• Basketball - Turnover, Blocked Shot, "Foul Out"
• Soccer - Yellow Card, Goal Allowed
• Tennis - Fault, Ace

Check out the video below to learn how the York Revolution implement the "K-Man" promotion.

Update on Friday, August 8, 2008 at 05:59PM by Brian Gainor

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).