Increase Your Brand's Relevancy In-Broadcast...

Are you looking for ways to enhance your brand's relevancy in-broadcast?

Toyota had similar objectives in early 2008 when it collaborated with Conill and FoxSports en Espanol to create an integrated advertising campaign in-broadcast to promote the launch of the new Toyota Corolla.

The campaign, termed "The Lineman" incorporated action-packed banners into the live programming of the Copa Libertadores tournament positioned strategically in the lower frame of the screen, seamlessly integrating :15-second entertaining videos that looked like they were part of the action:

• In one, a flag-waving lineman is distracted from the match by a huge billboard of the 2008 Corolla on the field.
• In another, a photographer shooting the match stops to stare at the billboard.
• The third video features a player warming up to go into the game, until he sees the Corolla sign.

The realism in each of the videos make the television viewer believe that the lineman, reporter, and a substitute player are truly distracted by their love for the new Toyota Corolla. The piece was so well done, it recently won Advertising Age's 2008 Best of Show Award.

To see the clip, click here (disregard the Spanish messaging/commentary - just watch 1:00 mark) - this non-traditional sports advertising is a "must see"!

Looking for New Ways to Promote Your Brand?

Are you looking for new ways to capture and hold the attention of consumers? Are you looking for new technologies that will help promote your brand?

360BrandVision may have all of the answers for your needs. 360Brandvision is a Las Vegas based company that designs and develops 3D Holographic images that are suspended in mid-air and can be seen in 360 degrees. The company's incredible technology has proven to be an effective medium for capturing the attention of consumers.

Sports and brand marketers alike can utilize the 360BrandVision technology for permanent displays in-venue, product launches (in-venue), POS displays at retail, trade shows, and special events. The company currently boasts an impressive list of clientele, including Adidas, BMW, Lexus, Bacardi, Microsoft, and Toyota.

Here is a quick breakdown of some of the company's products:

Cheoptics360 - 360BrandVision's Cheoptics360 provides teams and brands alike a chance to promote their team/product in a 360 degree presentation display. This new consumer-facing technology would serve as an incredible interactive feature to display in the concourse/suite levels of venues.

Free Format - 360BrandVision's Free Format technology provides brand marketers with an effective medium to take their static branding to another level. The interactive technology would serve as an effective way to use blank wall space in the concourse levels to attract the attention of passerby consumers.

VideoLogo - 360BrandVision's VideoLogo technological capabilites could lead to a new wave of interactive signage featured in stadiums across the globe. The VideoLogo technology provides brands with a great way to escape the static stadium clutter (in ways similar to LED signage)

For more information on ways to promote your brand using 360BrandVision technology, reach out to Nick Vilardell, VP of Business Development for 360BrandVision at nick@360brandvision.com. This is a new wave of technology that could dramatically enhance your brand's positioning in-venue!

Is Your Team/Brand in THEIR Calendar?

Are you currently exploring ways to have multiple touchpoints (daily/weekly) with your target fanbase? Are you looking for new tech-saavy ways to integrate corporate partners? Have you brainstormed different ways to get on your fans calendar?

Numerous teams/universities are now offering schedules on their websites that fans/donors/season ticket holders can easily import into their Outlook/Google Calendars. The University of Texas Athletics Department offers a benchmark example for teams/athletic departments to model if interested in implementing such an online service. On their athletics website, the Longhorns host fourteen (14) varsity teams' schedules in addition to future ('09) and past football schedules. Simply feature this offering under both the Schedules Tab and the Downloads Tab on your sports organization's website.

Is this just the start of a new way that teams will look to communicate with their fanbases? It is only a matter of time when teams use such offerings for promotional usage (offering all fans who download the schedule an exclusive meet-n-greet/autograph appearance, etc.). After all, teams that can effectively persuade fans/donors/season ticket holders to import their schedules into their daily Outlook calendars have found a cost-effective way (free!) to create new touchpoints with their targeted consumers. With people's lives becoming convoluted with various media channels, it is important that you can communicate directly with consumers to help them see/understand when your events are taking place (and how they can make their calendars work so they can attend).

Teams/athletic departments can integrate corporate partners by detailing promotional nights (mark the calendar event with a different color), integrating passcodes for calendar users to access when clicking on the schedule date to redeem online for exclusive prizes/VIP from supporting partners, and/or find new ways to tie-in advertising, etc.  

Introducing a Revenue Generating Widget...

Are you looking for ways to penetrate the social networking space? Or better yet, derive revenue from this channel?

I recently had a great conversation with Ed Trost of Real Time Matrix about a widget his company created that serves as a great forefront for teams/organizations looking to enter the social networking space. Real Time Matrix's new widget, the Vortex, allows teams/organizations to deliver video, ticketing, and news feeds (personalized content) directly into users' online social networking spaces.

The widget technology offers teams/organizations a new media channel to sell advertising inventory, integrate corporate partners into video clips, and drive awareness for corporate promotions/events through news feeds. The Vortex technology is a relatively inexpensive upfront cost that is structured as a revenue sharing model based on CPM's. 

Which organizations are using the Vortex technology?

• The Vortex widget is currently being implemented by Major League Soccer and each of its member organizations.

How do consumers use the Vortex technology?

• All consumers have to do is click the "copy me" link on the Vortex application and fill out some requested information. Once this step is completed, users are given an HTML code which thay can then embed in their desired social networking location. Users can find different "shareable" Vortex downloads on NetVibes, Real Time Matrix's website, and each of the MLS' respective sites.
• Real Time Matrix now offers a "Find us on Facebook" button that enables users to directly feature the widget technology in their Facebook pages.

How do you make effective use of this technology?

• Prominent website placement (if you are trying to drive this virally, you cannot hide it on your team website. Feature the Vortex widget technology on a sidebar of the main homepage or on a Downloads Tab that is directly accessible by fans)
• Devote adequate time and resources (Users are looking for unique content - find ways to deliver this through the Vortex widget (i.e. Dallas Stars' "Dropping Gloves" feature; behind-the-scenes video, etc.)

How Do Fans Capture Your Events?

Have you ever considered how many fans capture in-game entertainment at your events on their phones, cameras, and video cameras? Have you considered different ways to leverage this footage?

Brands and organizations need to begin scouring YouTube and Flickr.com to gain a better understanding of their game experience "from a fan perspective", find ways to leverage amateur photography and footage, and do a more effective job of controlling their own messaging. What am I getting at?

Take a look at the four (4) clips below which provide four (4) different angles of "Crazy Dave", a drunk Boston Celtics fan, running onto the field at Fenway Park after making a $100 bet with some LA Lakers fans that he could slide into second base. It turns out that "Crazy Dave" had alerted numerous fans that he was going to attempt this "feat" and even had a friend capture the escapade for his own personal collection... Fans across the stadium captured the event on video, providing different perspectives for how the event was perceived...

Hopefully these clips will spur you to search online for different ways that fans are capturing their time spent at your events... Consider hosting a fan video/photography feature (sponsored by Canon, Sony, Kodak, FujiiFilm, etc.) on your website and/or utilizing these search processes as a way to control your organization's brand image!

If You Haven't Joined Linked In Yet, It's Time...

Are you looking to expand your network in the sports business industry? As marketers, we should be looking to expand our knowledge and network of contacts each day...

Looking for a simple goal? Try to establish 52 new contacts each year year (one (1) per week) and begin to identify five (5) individuals that you can consider your "Personal Advisory Board" (per Jim Kahler, Executive Director of the Ohio University Center for Sports Administration). Luckily, we now have social networking platforms (Linked In / www.SportsMarketing20.com) that enable us to reach out and connect with industry leaders.

If you aren't a member of Linked In yet, it's time to join. Specifically, there are two (2) groups that you should consider joining because of their expansive network, newsletters, and career development offerings:

• Sponsorship Insights (created by Dan Beeman, Beeman Sponsorship Consulting)
• Sports Marketing and PR Pros (created by Joe Favorito, IFL)

I am also looking to connect with all PartnershipActivation.com readers/users before launching a social networking component that aligns with the site. Please sign up for the Linked In "Partnership Activation Group"  and/or add me as a contact through the link on the left column of this site ... I would love to connect with you and learn ways that I can assist you and your business.

What is Linked In? LinkedIn is an online network of more than 20 million experienced professionals from around the world, representing 150 industries. The social networking platform includes thousands of sports professionals, marketers, and industry leaders. It's time to join if you haven't done so!

When it Comes to Mobile, Educate Your Fans!

In today's industry, sports marketers are offering fans some incredible mobile content... but the masses have yet to jump on board. Why? A recent study by AKQA and dotMobi found that 44% of U.S. mobile users report having had a bad experience in their initial use of the mobile Web (slow connection speeds, poor site display, and cost are the top three (3) reasons respondents cited for being dissatisfied with current mobile Web Services)... 

Case in point: Do you remember Mobile ESPN? The venture failed for a number of reasons, but primarily due to the fact that ESPN thought that consumers loves its sports content so much that they would rush to their wireless services too... By taking a sales-centric approach (remember those continuous, annoying Mobile ESPN commercials?), ESPN failed to educate consumers on the ease of use, the unique content, the functionability of the device, and why it warranted consumers to switch their carrier. The Key Learning? If it didn't work for ESPN, it probably won't work for your organization either. You need to educate.

But there is hope - new technology has an expansive learning curve that spurs consumers to trial, educate, and communicate with their friends. The aforementioned survey found that there is a high level of consumer curiosity about the mobile Web and the services it offers. Roughly 90% of respondents said that they were interested in learning about the space and what it can do. That is astounding!

Educate the benefits and ease of use of mobile offerings to your fanbase through tutorials, news articles, and videos (showing players/team personnel using the widgets/mobile services)... While it is great to feature a collection of mobile services and widgets on your team/event/brand site, one must educate individuals on these services to drive their likelihood of interaction and purchase!

Microsoft Surface... The Future of the Sports Industry

"With Surface, we now see a day when every desk can be a computer, and it's not only your desk but maybe your kitchen countertop, the table in your breakfast nook, the mirror in your hallway or, at work, the conference room table." - Mark Bolger, Senior Director of Marketing, Microsoft Surface Computing

It is only a matter of time before Microsoft Surface becomes the most discussed topic in the sports industry. The technology is here - AT&T retail stores in NY, Atlanta, San Antonio, and San Francisco debuted the technology last month...

The Microsoft Surface phenomenon will be the new wave in technology that all teams are looking to capture... Taking a look at how technology has evolved over the past thirty (30) years in the sports industry, it comes as no suprise that teams will be looking for "the next best thing" now that the LED/High Def scoreboard craze is startign to lapse...

But how exactly will Microsoft Surface technology affect the sports industry?

• Suite Levels
• Picture all persons seated in the stadium suite level with technology at their fingertips. Instead of walking out to grab a drink, waiting for a hostess, or using a "loaded concessions/merchandise" card, consumers will be able to order concessions and merchandise through the countertops of the tables they are seated at.
• Press Row/Courtside Seating
• Courtside seating will be taken to a whole new level... The media, PA announcer, statistics officials, and fans with elite courtside seats will be treated to touchscreen technology that will amplify their game experience and relieve some of the stresses of their game responsibilities... What exactly will this technology be able to do for these individuals? Time will tell...
• Promotions
• Soft-drink cups could have tags printed on the bottom, which, when placed on the Surface counter, could then call up promotions. Teams could also place tags on premium items, which could activate a trailer on Microsoft Surface promoting upcoming movies, product offers, and additional information relevant to consumers.
• Digital Content
• Teams could load the Microsoft Surface with music files, wallpapers, screensavers, and ring tones that consumers could load directly onto their phone by simply dragging the file with their finger.

What is Microsoft Surface?

• Microsoft Surface is an emerging technology that allows users to touch digital content with their fingers and a flick of a hand. Freed from the limited of a click or key, users can touch dozens of locations. Because of those multiple points of contact and the surface size, it is intended for multi-user applications. Microsoft is basically repositioning the tabletop by taking what was an inactive surface and turning it into a vibrant interactive display.

How is Microsoft introducing the technology and what is the price point?

• Microsoft is using a model similar to the introduction of plasma TVs. The company is focusing on leisure, entertainment, and retail sectors where consumers can familiarize themselves with the technology while Microsoft works to reduce the price point, which is currently around $10,000 a unit for commercial partners.
• Microsoft has received more than 3,000 partner inquiries from 50 different industries across 25 different countries since the product's introduction and figures that Surface can be a $2-3BN market by 2010.

Source: The Power of Touch, Adweek (5.19.2008)

Check out the videos below... this technology is amazing!

New, Interactive Signage - Check This Out!

The MetroRedLine, which links Hollywood/Highland and Universal in Los Angeles, recently launched a high-tech subway advertising tool. The subway line's digital advertising is the first of its kind in the United States and is expected to raise at least $240K per year for the Metro in an effort to keep costs down for consumers.

The new technology is an LED system composed of 360 digital strips that light up at timed intervals as the train passes the subway at 70mph. The result? A smooth-flowing video advertisement for films like Speed Racer and other corporate advertisements. Check out the clip below - this is amazing... and a great way for sports teams to target fans traveling to their games by rail/subway in the future!

Technology in Sport: Golf

Did anyone catch the new IBM commercial that aired during the Masters coverage that demonstrated the impact that technology will have on one's television viewing experience of golf? It was incredible. I am trying to track down the commercial footage as we speak. If anyone has any insights, please send them to bgainor@hotmail.com. Thanks!

Capture Activation with Ease!

Are you looking to provide your corporate partners with in-depth recaps? Are the quality of your recaps hindered by a having a lack of staff on game nights? If so, I have the perfect solution for you.

Tonight I purchased a Flip Video Ultra, a $179 device that captures sixty (60) minutes of high quality video and sound and is small enough to fit in your pocket. The Flip Video Ultra is extremely easy to use and features a built-in USB latch. The portable video camera allows users to upload video footage immediately to their computers, serving as a very functional device. The camera also enables users to the ability to immediately sort, play back, and view all of the individual videos captured and is easy enough for Baby Boomers to use (there are only five buttons). Two AA Batteries power 60 minutes of footage.

The Flip Video Ultra is a perfect device for capturing in-game activation for all of your corporate partners on game night. The device holds enough memory to capture all in-game elements (promotions, LED, fascia signage, courtside rotational, etc.) and provides for an extremely easy medium to upload and send videos to clients the very next morning. The device would also be an exceptional item to have on all mobile tours. 

I will be testing out the Flip Video Ultra over the next few months, so if you would like some additional feedback, please email me at bgainor@hotmail.com.

Watching Sports in 3D HD?

Recent news circulating the sports marketplace has FSN Southwest scheduled to show the March 25th Dallas Maverics vs. Los Angeles Clippers game in 3D HD. The live 3D HD feed will be shown at the Landmark Theatres, a venue owned by Mark Cuban.

FSN's select 3D HD telecast will mark just the third time that this has ever occured. The NBA originated the idea in 2007 with an invite only event in Las Vegas for the All-Star game and the Cleveland Cavaliers hosted a 3D HD event for Game 2 of the NBA Finals, attracting 14,000 fans. To view the action, fans wear special goggles that enables them to see the 3D content and high definition picture. Reviews from those attending the 3D HD events have been astounding thus far (as the technology makes one feel like they are sitting courtside)

For more information on past 3D HD events, click on the following links:

• NBA All-Star Game telecast in 3D HD 
• The Cavaliers feature 3D HD for Fans at the Q
• Pace Technologies (Who Develops the 3D HD Software)

Media Watch:

• Over the years, television has gone from analog to cable to HD to...soon to 3D HD?
• Print media outlets recently unveiled 5D advertising. Through new paper engineering, sound chip technology, and aromatic printing techniques, print media will soon feature full, one-page advertisements that target consumers through an intimate three sensory mediums (sight, sound, smell). Currently, 5D cost approximately $2 per insert, a price that is figured to decrease as the 5D print technology becomes more mainstream. 5D technology will enable publishers to continue to battle the digital space for advertising dollars.

Engaging Consumers...At the Bar?

Picture yourself sitting at the bar, contemplating which beer to order next... Miller Lite? Bud Light? Coors Light? A new craft beer? How about the liquor collection perched behind the bartender, clamoring for your attention? Marketers, aware of this purchasing scenario, are realizing that simply having their product available is simply not enough. Today it was announced that Molson-Coors and Diageo have made a low-six-figure investment in The Bar Channel, a medium that provides targeted messaging to consumers through televisions at the bar. What, you say?

Read more: http://partnershipactivation.squarespace.com/capitalizing-on-technology