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.

Are Your Fans Aspiring Composers?

Over the past few weeks, Canada has been in an uproar because CBC failed to renew its rights to the Hockey Night in Canada Theme Song, leaving the door open for CTV to purchase those rights. The song has a long and storied history in Canadian sports and had become engrained in the hearts and minds of hockey fans across the globe...

How did CBC respond to this? By creating a new, unique promotion that presents the opportunity for hockey fans across Canada to CREATE history.

CBC recently launched Canada's Hockey Anthem Challenge, encouraging all aspiring composers to submit audio/video files with their bid to provide new music for Hockey Night in Canada, a show that has been on air for 50+years. Musicans have until the end of August to submit personal music that they feel best reflects the show for the chance to win $100,000 in cash, half of the ongoing performance royalties, and bragging rights. The contest's website features video/audio anthem submissions for fans to review and share and offers an online program that enables aspiring composers to easily upload their music entries. 

Five semifinalists will be presented to the country and judged by a celebrity panel on a CBC network television special on October 4th. Two finalists will face off at the beginning of the Hockey Night in Canada doubleheader on Thursday, October 9th and the show's new theme song will be selected on the show's traditional broadcast on Friday, October 11th. This is huge.

What is the magnitude of this promotion? This would be similar (if not larger) to Monday Night football/Sportscenter conducting a nationwide promotion asking fans to create new theme music for the show...

Unfortunately, the promotion is only open to Canadian residents, so beware American musicians...You Cannot Apply.

The Nationals Attempt to Convert Orioles Fans...

Are you looking to attract and convert fans in your local marketplace?

If so, you may be interested in a "Conversion Day" promotion that the Washington Nationals recently implemented during their cross-town series with the Baltimore Orioles. On June 29th, the Nationals hosted "Conversion Day", a promotion offering the first 10,000 game attendees the chance to trade in one (1) piece of their gear from any MLB team for a new Washington Nationals ballcap, made of recycled, organic material. The promotion was supported by ExxonMobil, the team's official Energy Partner, in an effort to drive greater awareness for the promotion's "green" initiative (distributing recycled, organic products to fans).

The promotion served as a great way for the Nationals to attempt to convert Orioles fans but is pretty unusual for a club that is entering its fourth year in existence. Nonetheless, it is an interesting initiative that many organizations with smaller budgets could consider implementing to drive awareness and fan affinity in their local marketplace! On a side note, all non-Nats gear was donated by the team to the Goodwill of Greater Washington...

Miller Hits a Grand Slam with its New Promotion...

Are you looking to create a unique promotion that rewards fans and creates significant industry buzz?

Miller Lite recently launched an innovative "Grand Slam Giveaway" promotion that rewards each fans who catches a grand slam during the second half of the 2008 MLB season with free Miller Lite for a year... The promotion will surely become a popular topic among the MLB fanbase, serving as an extra incentive for many to chase after balls that are hit over the fence.. Free Miller Lite for a year is essentially three (3) cases per month (72 beers isn't bad!), a prize pack worth $550 (but in many consumers minds, much more).

To redeem their prize, lucky fans will be required to submit a picture of their ticket stub, a picture of the ball they caught showcasing MLB's insignia, and proof that they are 21+ years of age to UltimateHR@mbco.com within ten (10) days of the day they caught a grand slam baseball. If more then one (1) claim is received for a single grand slam home run baseball, all valid and eligible entries received within 10 days of the Grand Slam will be entered into a random drawing.

But there has to be a catch, right? Yes, of course. Consumers that live in AL, AR, CA, CT, KS, ME, MA, MI, MO, NH, NJ, NY, OH, OR, and VA are not eligible to win due to state legalities, meaning that all fans attending Angels, Dodgers, Red Sox, Tigers, Royals, Cardinals, Mets, Padres, Yankees, Indians, and Reds games cannot take advantage of the promotion...

What are the chances of catching a grand slam ball? In 2007, there were 136 grand slams (approx. one GS every 18 games). The best grand slam hitters in the game today are Manny Ramirez (21 - 2nd all-time), Alex Rodriguez (16), Ken Griffey Jr. (16), Richie Sexson (14), Jeff Kent (13), Jason Giambi (12), Gary Sheffield (12), Carlos Delgado (11), and Carlos Lee (11). So good luck to all those fans seated in the bleacher seats!

M&M's Scores With Its Airport Displays...

MARS recently devised an innovative strategy to activate around the European Football Championships at retail that proved to be widely successful. Mars International Travel Retail (MITR) created engaging in-store M&M's displays at airports across the Europe that captured the interest of traveling soccer fans.

 Promotions varied region by region, but most displays featured a "3 for 2" offer and provided M&M's branded foosball tables for consumers to play while waiting for their flights. Promotional vehicles catered to each market (i.e. distributing orange soccer balls at Schipol airport to align with the colors of the Netherlands team)

The promotion resulted in sales increases of 40-200% across a number of major retail locations in airports across Europe: Paris, Schipol, Lyon, Marseille, and Antalya Turkey)

Looking to Draw Butts in the Seats? Try Free Prostate Screening Night...

The Brewers have done it again. The team recently conducted the second annual "Free Prostate Cancer Screening" night at the ballpark - an effort that resulted in 480 people getting screened, a 25% higher turnout than the team's 2007 event.

How did they do it? The Brewers teamed up with local television station WITI Milwaukee, the National Coalition Against Prostate Cancer, a Milwaukee-area hospital, and Froedert & the Medical College of Wisconsin to run the promotion... The collaborating parties targeted their messaging at men 40+ and their wives and required participants to only have to fill out minimal paperwork and take a quick blood test on-site. Oh yea, the team also offered each participating individual two (2)free tickets to a future Milwaukee Brewers home game... Now the general rule of thumb is that you should never give away tickets to the general public, but this case is definitely a true exception (tying in quality partners to collaborate on a worthy cause and driving media attention).

There were rumors that men even began arriving at 4:30am for their checkups, which took place from 7:00am-3:00pm in a mobile unit parked adjacent to the ballpark. Check out the clip below for more details!

Volkswagen Scores With Its On-Site Branding...

In May of 2008, Volkswagen signed on as an official "jersey sponsor" of DC United as well as the official automobile partner of the MLS. In total, the company is paying approximately $4.5MM annually ($3.1-3.7MM team/$1-$2MM league), but they are making sure that they receive every penny's worth of their partnership investments.

Volkswagen has done an incredible job "branding" the fan experience at DC United home games played at RFK Stadium in a non-intrisuive manner. I have added a Volkswagen Activation Gallery, detailing some of the automobile manufacturer's on-site branding tactics, which include:

• Retro-VW Clock Signage (mirrors a speedometer - this is innovative and unique asset - my favorite on-site!)
• Volkswagen Garage - an interactive display on-site at the playing level
  • Provides significant in-venue visibility and serves as an excellent way for consumers to interact with the product
  • Serves as a hospitality area and vehicle showroom with space for 1,000 visitors
  • Offers a brand experience featuring soccer-based car games, t-shirt screen printing, branded merchandise, hammocks, Fifa XBox 260 gaming stations, and Adirondack chairs for relaxing 
• Free parking for the first fifty (50) Volkswagen drivers on-site in Lot 4
• VW-sponsored halftime entertainment
• Uniform Branding (team, goalie, mascot, children)
• Product display in-venue and out-of-venue
• Mid-field Display Signage
• Large Crowd-Surfing VW Jersey
• Branded Premium Items (VW Bags, Branded Foam Fingers)
• Field Boards and a Variety of Stadium Signage
• Mini VW Go-Kart Vehicles for Children to Sit In On-Site
• Free VW Logo Screenprint for Outdated Team Jerseys On-Site
• Sponsor of DC United's Soccer Celebration Event

With it's MLS partnership, Volkswagen receives rights to utilize league and collective team marks and the logos and marketing assets at the MLS All-Star Game and the MLS Cup.

Volkswagen's variety of branding techniques will ensure that every consumer will leave RFK Stadium knowing that it is a major supporter of the DC united soccer club, a feat that all corporate partners look to achieve. Volkswagen's on-site branding should serve as a benchmark for all venue naming rights/jersey sponsorship rightsholders looking to maximize their partnership agreements.