adidas goes BIG with activation for UEFA Euro 2008...

Right when you think you have seen it all, adidas has taken off-site branding to another level with their new activation tactics for UEFA Euro 2008.

Adidas created a 17-meter-high huddle of eleven players inside the Zurich train station. Weighing over seven (7) tons, the display is a self-supporting, interactive display. Each of the players cheer for each other in their own language twice per day during rush hour. The concept was created by TBWA Berlin. I posted some pictures of the display in the Global Activation Gallery and enclosed a sample picture below (notice the size of the figures in comparison to consumers passing by).

Adidas also demonstrated its tremendous branding creativity by mounting a likeness of Czech goalkeeper Petr Cech with eight (8) arms onto the Giant Ferris Wheel in Vienna... These are some incredible branding tactics!

Put Your Brand... In the Mouths of Consumers?

Are you looking for new ways that consumers can consume your brand? Have you considered ways to ensure that this happens, literally?

Nate Demercurio featured a great piece on Running the Best Races, a website that details best practices in the running community, on Saturn's new promotional platform for running events. The automotive company found a creative way to brand a premium that event attendees/participants can't resist: apples.

By distributing branded apples on-site, Saturn (a company known for test drives, show cars, and cheer signs) found an innovative way to put their brand in the hands and mouths of consumers on-site. If this tactic doesn't spur Word of Mouth communication, I don't know what will!

To execute the promotion, Saturn called on Fruit Deco, a company that specializes in branding fruit for sales and premium distribution. Fruit Deco sells Seahawks branded apples on their corporate website and offers additional branded items for golf courses, corporate events, and special events... This is definitely a premium item to consider, especially for outdoor events during the summer/spring seasons (MLB, Golf Courses, Running Events, Cycling Events, NASCAR Races, Tennis, Outdoor Activation).

On a side note, Nate has some really great content on Running the Best Races, and I encourage you to check back to his site for more innovative ideas and best practices being implemented in the running community!

Amp Energizes Their On-Site Efforts...

Interested to see on-site activation taken to a whole new level? Check out the clips below, which details how Amp creatively activated around the 2008 Super Bowl. Amp created an on-site display that fueled the Fox pre-game broadcast using human energy... a historic feat as teams, broadcasts, and leagues take greater strides towards "green efforts". Even HOF QB Joe Montana joined in on the action...

Get Fit With the Warriors...

The Golden State Warriors and Kaiser Permanente have teamed up to create an excellent initiative benefiting children in the local marketplace. The two (2) organizations collaborated forces to educate youth on healthy eating and active living, creating a "Get Fit Week" with an array of activation tactics in the local community. The Warriors support the initiative with an incredible web page that provides program details, photos, and "healthy insights" for local youth.

Get Fit Week (January 27-February 1st) included the following initiatives:

• Stretching Sunday - The Warriors training staff offered a unique stretching session for kids at an exclusive Oracle Arena event
• Tasty Tuesday - The Warriors' mascot and dance teamed with Kaiser Permanente's nutrition expert to offer thirty (30) students at Willie Brown Academy a unique session on how to prepare healthy snacks
• Wellness Wednesday - Warriors legend Alvin Attles and Dr. Garcia-Zapeda made a suprise visit to Franklin Elementary School in Oakland to host a wellness class for a select third-grade class
• Thrive Thursday - The Warriors hosted a "Thrive Thursday" event at the team's practice facility for fifty (50) kids in attendance. The team utilized the likes of Al Harrington and assistant coach Stephen Silas to host a "Hoops and Health" clinic
• Fitness Friday - Kaiser Permanente and the Warriors hosted an exclusive basketball clinic at Oracle Arena just hours before the team's game against the Charlotte Bobcats. The event also included a healthy food discussion and a healthy snack.

The Warriors organization also supports health initiatives in-venue by offering a Kaiser Healthy Picks Meal in sections 104 and 127. The team's website features healthy recipes and healthy living insights to educate kids online. The 2007-08 Get Fit initiative succeeded the team's 2006-07 program, a concept that included similar marketplace penetration tactics:

• Makeover Monday, Trainer Tuesday, Workout Wednesday, Thrive Thursday, and Fruits and Vegetables Friday

Through the "Get Fit" program, the Golden State Warriors and Kaiser Permanente have created a benchmark example for others to follow when devising ways to reach youth in the local community and driving awareness for leading a healthy lifestyle.

Partnership Categories to Watch: Spas

Are you looking to fill a partnership category? Have you considered the spas/beautification category? If not, it might be time...

Why?

• Spas are attracting a multitude of consumers of all ages and demographics
  • There are over 14,000 spa facilities in the United States, generating $9.7BN in annual revenue
  • The International Spa Association recently reported that 57MM Americans have visited a spa; more than 30MM have done so in the past year.
    • 1 in 4 Americans have been to a spa
    • Nearly 1/3 of spa frequenters are men (31%)
    • Nearly four (4) million teens have been to a spa
      • 16% of US spas offer teen programs
      • 34% of US spas offer teen packages
      • 17% of US spas offer children packages
• Spas are are enhancing their offerings and consumers are visiting for a variety of reasons
  • Leading Healthy Lifestyles - 51% of U.S. spas offer educational programs and nutritional consultations; 40% offer healthy eating classes; 26% offer educational offerings on obesity and weight gain issues
    • Spa visits are a necessity and an entitlement
    • Spas are now offering plastic surgery, cosmetic surgery, laser eye surgery, and acupuncture
  • High Tech Offerings In a Relaxing Environment - Spas are incorporating Wi-Fi technology and cyber treatments for consumers who need technology even while relaxing
  • Still Considered Luxury Despite Becoming Mainstream - Chic brands (Armani, Versace, Prada) are aligning themselves with spas as the service becomes mainstream (following a trend with purses, watches, etc.)
  • Going Green - 76% of U.S. spas apply environmentally sustainable practices - they also generally offer organic gardens and products and promote a healthy lifestyle

At this point, you are probably wondering how this has any relevant tie-ins to partnerships at the team/University level. There are actually a number of applications:

• Enhance team facilities / player amenities
  • Develop unique spa amenities in the locker room
  • Incorporate spa nutritionist/healthy living education for players and team personnel
  • Incorporate spa amenities into unique stadium elements (pool (Arizona Diamondbacks), waterfall (KC Royals), etc.)
  • More hotel chains are incorporating spas into their footprint; consider aligning/leveraging with chains to reap exclusive spa benefits
  • Professional sports teams use the jet-driven waters of Sundance spas to relieve athletes' injuries and help diminish the build-up of lactic acid in sore muscles.
• Leverage cheerleaders/dance team/mascot to promote spa/beautification relationship
  • On-site Calendar shoot; spa demos in-venue
    • LA Clippers Dance team visits the Burke Williams Spa
    • Ottawa Senators' Sparty visits the spa
• Reward/Treat Corporate Partners
  • Integrate spa offerings into annual summit
  • Show incremental value to local sponsors with free spa access/trips
  • The San Francisco Giants offer "Spa Day at the Ballpark" in select stadium suites
  • Promotional off-site tie-in for corporate partners/fans visiting Spring Training, training camp, fantasy camp, and/or postseason events (i.e. Fantasy Camp Hotel & Spa)
• Integrate Female Fan Club/Senior Citizen offerings
  • Exclusive trip/retreat for female fanbase alongside players wives/dance team to local spa  
  • The Toronto Blue Jays offer a "Ladies Night Out" Spa contest
• Drive B2B Business
  • Leverage corporate contacts to drive spa business
  • Offer exclusive benefits for season ticket holders (and/or their businesses) to drive traffic to spa partner
    • Burke Williams offers the Weekday Vacation Club for all LA Clippers season ticket holders
      • Season ticket holders can purchase a $79 Vacation Card and receive 20% discounts on all full-price treatment and products

Fan Tailgating... Taken to a Whole New Level

When marketers generally think of "fan tailgating" they often conjure images of fans grilling, tossing the football, throwing back some beers, and relaxing with friends outside their car in the parking lot.

Well let me introduce you to the new wave of fan tailgating... SBGTMS.

John Canaday, Jeff Handler, and Justin Compton have taken fan tailgating to a whole new level in Charlotte, NC by creating SBGTMS (Super Bowl Goes Through Morehead St.), a tailgating club for Carolina Panthers fans, Charlotte enthusiasts, and persons looking to just have a great time. The trio has developed an innovative membership platform that integrates local corporate partners and has evolved into an event that is as big as the Carolina Panthers games come gameday.

The three (3) SBGTMS founders formed local trade deals with Chipotle, Owen's Bagel and Deli, Quiznos, and Rudino's Pizza & Grinders to drive membership benefits and the scene of events for each of the Panthers' ten (10) home games and related events. In 2008, the group offered watch parties while the team was on the road at local establishments (Loft 5321, George Herman's, Alley Cat) and even hosted an end-of-the-year banquet, awarding tailgate attendees for select achievements...

SBGTMS is also unique in the fact that it is actually a residential tailgate, taking place in a neighborhood adjacent to Bank of America Stadium (rather than the usual stadium parking lot). SBGTMS operates as a non-profit, reinvesting all revenues back into the tailgating experience, and counts 120+ persons as official members, with guests traveling in from all across the globe (the farthest traveler in 2007-08 was from Vancouver, BC). The tailgate has attracted the likes of Catman, the official fan of the Carolina Panthers, and received media coverage at its annual banquet.

Canaday, Handler, and Compton have constructed a 19-page Power Point deck that is distributed to members and their friends/family each year come SBGTMS renewal time. Memberships range from Out-of-Towner packages ($39) to Platinum Blue packages ($149). Member benefits include:

• Official SBGTMS t-shirt (personalized with name and number)
• Personalized SBGTMS pint glass
• SBGTMS Membership Rewards Card (provides members with discounts (free combo/% of meal) at SBGTMS' local corporate partners
• All-You-Can Eat and Drink on Gameday (ten (10) gamedays)
  • Individual tailgates are sponsored by each of SBGTMS' corporate pillar partners (i.e. SBGTMS powered by Chipotle features a spread of burritos; Quiznos sponsors a tray of subs; Owen's Bagel & Deli sponsors a breakfast bagel spread; Rudino's Pizza & Grinders sponsors a spread of food)

 Gameday tailgates feature:

• The Official SBGTMS porch banner
• Supporting banners/materials from local corporate partners
• Quinny, the Tailgate mascot
• "Take Me Out" - the official anthem of SBGTMS
• Performances by U-Phonik, the official band of SBGTMS
• "Burritos for a Year" prize from Chipotle and weekly raffle items
• Eating Competitions
• A Date Auction (with proceeds benefiting the V Foundation)
• Kids Day
• Games
• A "Grillmastor", who travels to the tailgates from Asheville, NC
• VIP Driveway Parking / Shuttle Service
• and last but not least... the Panthers Watch Party!

Dairy Queen and the Gophers Team Up to Drive Store Traffic...

Are you looking to leverage a team partnership to drive retail traffic? Are you looking to drive buzz in your local community around a strong QSR partnership program? Are you looking to leverage a corporate partner to help promote the grand opening of your new venue?

If the answer is "Yes" to any of the these three (3) questions, take a look at an impressive program that Dairy Queen and the University of Minnesota Athletic Department collaborated to develop. In November of 2007, Dairy Queen signed on as an official partner of Gopher Athletics, investing $2.5MM in support of the UofM's new TCF Bank Stadium. The primary component of the partnership is the "DQ Stadium Club", a new clubroom at TCF Bank Stadium that will provide Dairy Queen with prominent in-venue exposure.

To complement the DQ Stadium Club, the University of Minnesota and Dairy Queen developed the "Ultimate Homecoming" tour, a statewide initiative that will visit all 87 counties in the state of Minnesota. The UofM will leverage their partnership with Dairy Queen by hosting each county event at a local Dairy Queen establishment in each of the state's 87 counties. The program will in turn drive strong community buzz and a continuous flow of incremental traffic to Dairy Queen establishments around the state over the next fifteen (15) months (leading up until the 2009 season opener at TCF Bank Stadium).

The Golden Gophers recently featured head football coach Tim Brewster, the Gopher Wagon, Goldy (the mascot), and the marching band at a Dairy Queen in St. Paul to kick off the tour and are encouraging Gopher fans to come out and enjoy a treat "with the Gophers". Head men's basketball coach Tubby Smith, among others, will also make appearances throughout the year. This is such a great in-state initiative because it drives DIRECT traffic to Dairy Queen locations and effectively intertwines the Dairy Queen brand with the University of Minnesota Athletic Department. 

Dairy Queen also activates its UofM partnership with scoreboard signage, ribbon board signage, a suite, and a variety of other benefits. The Edina, MN based chain with 5,600 locations nationwide also sponsors the Dairy Queen Baseball Classic for Gopher baseball, distributes free game ticket vouchers at participating DQ restaurants, and serves as an active supporter of the University's Carlson School of Management.

While on the topic of Dairy Queen, be sure to sign up for their new Blizzard Fan Club for loyalty rewards and a free Blizzard treat when you sign up!

Dunkin' Cashes In With Eagles Sandwiches...

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Last Month, Jim Andrews of IEG wrote a great "Assertions" column that detailed Dunkin' Donuts strategy to maximize its partnership with the Philadelphia Eagles. I wanted to share a few key points from the writeup, as I thought there were some strong takeaways for properties and QSR/Casual dining partners...

Chief Objective of Dunkin' Donuts' Partnership with the Philadelphia Eagles:

• To set itself apart from a price war on breakfast items being waged by competitors, McDonalds and Wawa

Strategic Approach

• Dunkin' Donuts developed a program that leveraged its deal as the official coffee, donut, and breakfast sandwich of the Philadelphia Eagles through every conceivable marketing channel
  • Dunkin' marketed a menu item as the official breakfast sandwich of the Eagles without ever referring to what was actually in the sandwich and many customers ordered "an Eagles sandwich" without ever asking what it contained
  • Results: The breakfast sandwich sales grew 10% because of the Eagles tie-in and without the discounting resorted to by the competition. On a side note, Dunkin' also sold an Eagles commemorative cup for $2.50 that drove $300K in profits.

Source: IEG Sponsorship Report - Assertions (5.19.2008)

Looking to Activate Around Tennis Tournaments?

Are you looking for new ways to drive awareness and trial for your brand around premier tennis tournaments?

You will want to connect consumers with your brand through a personal, 1-to-1 experience... But what is an innovative way to do so?

Beverage, footwear, and sports retailers could consider creating a ping-pong area within the confines of the tennis tournament (similar to the one shown below, but in a larger area) for consumers to kick back between matches and enjoy a game of ping pong with their counterparts...

Before or after the experience, brands can have have these attendees trial their products (or with the case of footwear, experience a game of ping pong while wearing XXX shoes). I actually stole this idea from Pong, a storefront located in Manhattan's Lower East Side, that enables visitors to pay $3 apiece to engage in a unique and entertaining table tennis experience... Pong was a three-month experiment by GrandOpening, which is a 400 ft space that reopens with a new theme every three months... A very interesting idea! 

After all, tennis fans have to also be fans of the game of ping pong, right? The best part is that this is applicable to soccer and basketball as well...

• Soccer - Create a select room within the venue where fans can play foosball
• Hockey - Create a select room within the venue where fans can play air hockey

The Pong experience even enabled consumers to go online and see replays of their match (as seen in the clip below). To extend your engagement with consumers on-site at tennis tournaments, you could consider implementing a similar tactic (with branding in the lower corner and/or a short clip of the consumer interacting with the product during the middle of the replay of the ping pong match.

Spicing Up Dance Team Sponsorships...

How do you spice up a 15-year partnership? Just ask the Sacramento Kings' Dance Team.

Carl's Jr., a partner of the King's organization for fifteen (15) years, was looking for an innovative way to help promote the launch of their new Jalapeno Chicken sandwich... After assessing the demographics and characteristics of Carl's Jr.'s target consumer, team representatives devised a unique way to leverage the Sacramento King's Dance team within the QSR chain's marketing platform.

The Kings and Carl's Jr. collaborated to shoot a video of the Kings dance team doing the chicken dance outside Arco Arena as a way to promote the chain's new Jalapeno sandwich offering, which hit stores in May. The video is prominently featured on the main page of the Carl's Jr. website (www.carlsjr.com) and serves as a way for the Carl's Jr. brand to reach its core customers (and likewise reinforcing the QSR's partnership with the Kings organization). Check out the video below:

Carl's Jr. has also supported its team partnership in a variety of other ways that leverage the Kings' dance team:

• The Sacramento Kings Dance Team (SKDT) poster was shot inside a Carl's Jr. retail location
• The QSR chain receives branding visibility through post-game poster signings by the dance team
• The team conducts an in-arena coupon dash

In doing so, the Sacramento Kings have incorporated what some would see as an unlikely partner and have effectively crafted a messaging platform that is very unique to the marketplace... just by understanding their partner's needs and target consumers (young, hungry men)!

An external review of the Sacramento Kings' partnerships revealed that the team has approximately fifty (50) partners; six (6) of whom could be considered in the fast food/casual dining category. Demonstrating all the more that Carl's Jr. discovered a unique way to escape the clutter. Team partners (as listed on the website) include:

• Sports 1140, Raley’s and Bel Air, Shell Vacations Club, Intel, RC Willey, Gatorade, Disneyland Resorts, Best Buy, Ashley Furniture, Folsom Lake Kia, State Farm, Quest, Express Jet, Jack Daniels, Nationwide, Anheuser-Busch, Health Net, Carl’s Jr., Dome Printing, Cache Creek Casino Resort, McDonalds, Wells Fargo, adidas, Chevrolet, Verizon Wireless, Allstate, Comcast, Comcast Sports Net, KRCX 99.9, Northern California Toyota Dealers, Dreyer’s, Zoom Imaging, Dairy Queen, E&J Gallo Winery, ARCO ampm, Volvo Rents, CCPOA, Sacramento Bee, US Army, Folsom Lake Ford, Gatorade, metroPCS, Newman Lasik, News10, Round Table Pizza, XO Communications, Jack in the Box, KB Home, Les Schwab Tires, Subway

Over the past fifteen (15) years, the Kings and Carl's Jr. have leveraged a number of team assets, and have created some very "talked about" campaigns, including the Carl's Jr. Bobblehead Series and the $6,000 combo meal commercial, starring the Maloof brothers.

Activation tactics have included:

• Carl’s Jr. Arena Static Signage
• In-store Player Appearances
• The "Carl’s Jr. Matchup of the Game"
• Carl’s Jr. Bobblehead Series
  • Fans waited in lines to receive the first set of bobbleheads
  • Bobbleheads were priced at $3.99 with a combo purchase
  • 71 of Carl’s Jr. restaurants in the greater Sacramento area participated in the promotion – named the No. 1 out-of-arena promotion in the country by the NBA (stores outside of a 75-mile radius cannot sell Kings products due to NBA guidelines)
    • Bobbleheads were sold beginning at 10:30am on successive Wednesdays
    • Limit of two (2) bobbleheads per customer for each visit
    • Bobbleheads were only available at the walk-up counters, NOT at drive-thrus.
    • Shipments of the bobbleheads were delivered at least twice per week, giving working fans a better chance of purchasing them on the weekends
    • The first bobblehead came with a free collectible stand for all the remaining bobblehead figurines
    • The website listed all participating Carl’s Jr. restaurants (address, city, phone number)
  • The Maloof Brothers (Team Owners) starred in a Carl’s Jr. commercial (2006)
    • The $6,000 Combo Meal, Exclusively at the Palms
      • http://www.slashfood.com/2006/11/15/the-carls-jr-6-000-combo-meal/ to help promote the chain’s $6 Burger
      • Produced by Mendelsohn/Zien - Check it out:

In-Store POP Sweepstakes (2005)

• Enter to win a trip to see the Kings take on the Cavs promotion; then get on a rock and roll history tour
• Leveraged Partners: Carl’s Jr., Southwest, Embassy Suites, Sports 1140
• POP designed by Protein Creative - http://www.proteincreative.com/ad_kings1.html

In-Store POP Sweepstakes (2006)

• Enter to win a trip to Washington to watch the Kings take on the Wizards (Sports 1140)
• Leveraged Partners: Carl’s Jr., Sports 1140
• POP designed by Protein Creative - http://www.proteincreative.com/ad_kings2.html