Partnership Activation is an industry-leading resource showcasing sports marketing and sponsorship trends, insights, and best practices.
The following video case study demonstrates how adidas effectively partnered with Carat and Google to create a multi-platform digital strategy that generated huge results for the brand on a global scale.
As marketers, it's important that we fully utilize all available channels to maximize impressions, consumer engagement, and shareability. Check out adidas' case study below:
adidas extended its video creative across all digital screens with YouTube.
Are you looking for new signage application techniques? Are you looking to sell sponsorships for a velodrome facility?
The enclosed clip details the process it takes to paint sponsor signage onto a Velodrome. Prior to the 2009 World Cup, officials at the British Cycling called in a team of experts to apply signage at the British Velodrome, a very arduous process. Check it out!
Is your organization looking for new content to feature on its team website? Are you looking to capture elements that will spark fan interest?
Teams looking to spark consumer interest online should consider capturing pre-game rituals to feature on the team website. Players, teams, and even fans perform a variety of superstitious acts to get ready for gametime. From pre-game chants to concentration techniques, there are a lot of pre-game preparation techniques that make for some great content to feature online or during breaks in play on the scoreboard. Check out a few examples of quality pre-game ritual content below:
Brian Dawkins, Pre-Game Walk and Conversation with the Ball
All Blacks Rugby Team, War Dance
Lebron James and Damon Jones, How Am I Looking Display
John Henderson, Pre-Game Face Slap
Chris Cooley, Colt Brennan, and Todd Yoder Football Toss
Vince Carter, Basket Chin Up
Evgeni Malkin, Last Player on the Ice Skate
Is your organization looking to provide fans with a unique look at your players? Are you looking to create a brand building campaign that incorporates a twist of humor?
Over the past decade, there isn't a league that has done a better job profiling its star athletes than the National Basketball Association (NBA). The league's new "The Where Amazing Happens Tour" promotional campaign does a great job providing fans a new, entertaining look at the game's stars. Check out three (3) of the five (5) promotional spots below:
To drive viral buzz for the promotional campaign, the NBA also released some behind-the-scenes looks at the production. Check out a clip of Chris Paul's spot in action:
When was the last time you monitored your mascot's performances?
If it's been awhile, it might be time to go back and review the music and performances of your "most visibile employee" in-venue. In some cases, it might be time to scale back their performances a little to re-connect with your target consumer: children and families. In other cases, it might be time to let your mascot cut it a loose a little bit more.
Here are six (6) examples of mascots "cutting it loose":
Are you looking to leverage your brand at one of the craziest college football stadiums in the nation? Are you looking for best practices when it comes to fan entertainment?
Look no further than the atmosphere at Penn State. There isn't a sports property that does the white-out better than Penn State athletics and the 105,000+ fans that attend PSU football games at Beaver Stadium. Check out the videos below, which provide a perspective of the game atmosphere when the Nittany Lions hosted Illinois earlier this season:
With McDonalds spending hundreds of millions of dollars to serve as an Official Sponsor of the 2008 Beijing Olympics, you would have thought that the Redeem Team would eat its fast-food meals there, right?
Wrong. The clip below shows numerous members of the United States Men's Basketball team sitting down to eat Wendy's and discuss the Starbucks and Slim Jim brands... Wendy's representatives, take advantage of this viral!!!
Have you ever wondered how much corporate branding is visible to drivers when they are circling the track?
The following clip provides you a view of the sponsorship world from a Formula 1 driver's perspective:
On this particular racing occasion, the following brands seem to have some nice at-track visibility:
If you have five (5) minutes, check out the video below of a 2008 K1 World Cup fight. The clip provides a great perspective of K1 Fighting in relation to the way we run boxing, wrestling, and ultimate fighting events here in the United States.
There are a few main things to look for:
I came across a few Burger King NFL commercials from a few years back that I wanted to share... These commercials serve as a benchmark for brand integration. The two (2) Burger King commercials spawned a handful of imitations and rebuttals that I have also included...
Check out the videos below and brainstorm ways that you can implement similar tactics into your video imagery!
And Here Are the Mock Clips...
I wanted to post the stellar Manchester United-Chelsea shootout from two weeks ago...
Why? Because everyone loves shootouts... and there were a few other key notes:
Nike has done an incredible job of understanding what the non-traditionalist soccer fan wants to see... behind-the-scenes, unique footage of star soccer players off the pitch. Nike has effectively satisfied consumer demand for videos that mirror user-generated content by creating "Joga Bonito" clips that are designed to drive viral buzz around the company's soccer initiatives.
Please check out the video vault to see Nike's effective portrayal of the types of soccer clips that fans want to see!
Tonight I added two (2) new pages to the Video Vault, featuring:
I will be updating each of these pages with new clips that I come across. If you have any suggestions, please pass them along to bgainor@hotmail.com
I updated the Video Vault with some great footage of the Washington Nationals' "Racing Presidents" in-game feature.
The Nationals have partnered with Geico to feature this unique on-field entertainment during the fourth inning of every home game. Check out the footage by clicking here!
I added a collection of videos to the PartnershipActivation.com Video Vault.
Additions to the Vault include:
Click here to see the new videos.
Partnership Activation is an industry-leading resource showcasing sports marketing and sponsorship trends, insights, and best practices.
“Build partnerships, not sponsorships.”
Cover Photos Courtesy of Woolenium, SMBuckley23, and Striatic
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