Belle Tire Hits a Home Run with Tigers Promotion...

Are you looking for new ways to reward fans based on team performance? Are you looking for ways to make your tunnel signage interactive?

During the 2009 MLB season, Belle Tire and the Detroit Tigers teamed up to create a "Belle Tire Blast Contest" that ties an interactive promotion*to the corporate partner's tunnel signage at Comerica Park. Each time a Detroit Tiger hits a home run into the Belle Tire Blast Zone (the tunnel signage located in right field), one (1) lucky fan's name whose name is drawn that night can win an exclusive prize package.

For a chance to win, fans can either enter the drawing at online or at any Belle Tire location.The exclusiveprize package, valued at $750, includes:

• A family four (4) pack of tickets to a future Detroit Tigers Game
• A set of four (4) Goodyear Tires
• A gift certificate for an Amsoil Oil Change at Belle Tire
• Detroit Tigers merchandise
• An HD Car Connect Radio

* Click here for the official rules and information.

The Panthers and Harris Teeter Team Up at Retail...

Are you looking for creative ways to leverage partnerships at retail? Are you looking for new ways to sway consumer buying behaviors?

The Carolina Panthers have teamed up with Harris Teeter in 2009 to create a "Total Tailgate Sweepstakes" that will reward one (1) customer with an ultimate tailgate party for 20 people at the Panthers-Redskins game on October 11, 2009 at Bank of America Stadium. For the chance to win, consumers just have to use their VIC card (points rewards card) at any participating Harris Teeter location to accumulate points (the more total points, the greater chance of winning).

Each time a consumer makes a purchase while using their VIC card (from July 22nd and September 15th), they receive one (1) point. However, consumers who purchase one (1) of fifty (50) participating brands featured in the store will receive an additional five (5) points at the end of the sweepstakes period.  

The most interesting aspect of the promotion is the way the Panthers and Harris Teeter have teamed up to promote it in store. The grocery retailer is featuring prominent promotional labels with the team's marks and the promotional offer on select product price tags throughout the store:

The VIP tailgate package includes twenty (20) upper deck tickets to the game, 20 hospitality passes to a private tent location outside the stadium (inclusive of food, beverages, etc.), roundtrip transportation for 20 guests from select Charlotte Harris Teeter locations, and 20 gift bags (a package worth $5,500).

Comcast Creates a Compelling Offer for Fantasy Football Players...

Are you looking for ways to engage with consumers in the fantasy space? Are you looking for new ways to create direct benefits for fantasy football players and enhance their experience?

Comcast recently launched Coach Cowher's Fantasy Reality Check, a compelling fantasy campaign that offers consumers who play fantasy football $200 cash back for their league fees when they sign up for Comcast HD Triple Play. Comcast brought Bill Cowher out of retirement for the campaign to help consumers choose a fantasy football deal that will really help their team... and their pockets.

To take advantage of the offer, consumers just have to call 1-877-950-7950 and sign up to receive Comcast's digital cable (with free HD plus HBO), faster internet, and unlimited nationwide calling. 

Comcast has done a terrific job driving the campaign in the viral space through a variety of 2.0 mediums:

• Website: http://www.comcast.com/realitycheck/
• Twitter Page: https://twitter.com/FFLrealitycheck
• YouTube Page: http://www.youtube.com/user/FFLRealityCheck

One unique feature on the Fantasy Reality Check website is a "Send a Friend Smackdowns" feature that lets users share a Bill Cowher in-your-face pep talk directly with their friends. Users can choose from one (1) of five (5) features that they can send via email and AIM or post on Facebook, MySpace, or LinkedIn.

Check out the Bill Cowher viral pieces that Comcast created for the campaign to entice consumers to take advantage of the terrific $200 cash back offer:

$0.99 Gas Promotion a Hit with NASCAR Fans...

Are you looking for new ways to leverage official auto, c-store, and oil partners? Are you looking for new ways to create a promotion that directly impacts residents in the local community?

Over the past (4) years, CARFAX has supported its title sponsorship of the CARFAX 400 at Michigan International Speedway (Aug. 15-16) by offering discounted gas to Michigan residents. A few weeks prior to the race, CARFAX chooses a c-store location to host an event where local motorists can purchase gas at a discounted price. The promotion has proven to be a huge success for CARFAX, an online site designed to help consumers research used autos before purchasing them.

On July 30, 2009, CARFAX held the promotion at a Mobile station located the intersection of Eight Mile and the Middle Belt in Lavonia, MI. From 7-9am, CARFAX offered consumers the chance to purchase up to 20 gallons of gas (normally priced at $2.45) for just $0.99.

The result? Drivers started lining up at the pumps at 1:40am - a trend that eventually led to a line that stretched two (2) miles long, causing CARFAX officials to decide to start the promotion 60 minutes early. In just 3 hours, CARFAX representatives and MIS officials pumped 6,800 gallons of gas (a pace of 37 gallons per minute).

For a $10,000 donation (6,800 gallons at $1.50 incurred fees per), CARFAX was able to truly impact the lives of local MI residents and derive a significant amount of media publicity on television and online.

Check out a news clip of the promotion below:

Source: WhoWon.com

Boston Fans to Search for the TD Garden Golden Ticket...

Are you looking for ways to drive positive buzz around a stadium naming rights agreement? Are you looking for ways to stimulate interest in the local sports marketplace?

When the TD Banknorth Garden is officially renamed the TD Garden on July 16th, venue operators are celebrating the entitlement change by offering Boston Bruins and Boston Celtics fans the chance to win something special - a pair of season tickets to every TD Garden event during the 2009-2010 season (a pirze pack valued at $22,606.00.

TD Garden operators are set to host a TD Garden Golden Ticket Giveaway, a promotion mirroring the famous one featured in the movie Willie Wonka and the Chocolate Factory. Five (5) TD Garden Golden Tickets will be inserted into limited-edition TD Garden chocolate bars that will be distributed free of charge to fans only at the TD Garden and select TD Banknorth locations on July 16th.

Of the five (5) lucky Golden Ticket recipients, one fan will win the free pair of season tickets to every TD Garden event during the 2009-2010 season. The others will still be treated with star treatment as they will receive two (2) tickets to a 10-game combination Bruins and Celtics package and a $500 Garden Gold Card.

Think your chances of winning are slim? 912 other team-related prizes will also be stuffed into the limited edition candy bars, meaning that a large number of fans will have the chance to win a variety of prizes, tickets, suites, and discounts.

Events taking place during the 2009-2010 calendar year at the TD Garden include:

• Boston Bruins Season Tickets
• Boston Celtics Season Tickets
• Boston Blazers Season Tickets
• Eight (8) Concerts
• Disney on Ice
• Ringling Brothers and Barnum Bailey Circus
• Harlem Globetrotters Event
• World Wrestling and Entertainment Event
• Beanpot Tournament
• Hockey East Tournament
• $500 Golden Card

Check back for results on the program's July 16th execution!

 Sources: Photo - Briburt on Flickr

ING Direct Grabs Global Attention with Professional Fan Contest...

Are you looking to create a campaign that will stimulate incremental media coverage for your organization? Are you looking to create a promotion that leverages social media tools?

ING Direct recently featured a case study of its extremely successful Formula 1 "Professional Fan" 2.0 campaign online for sports business professionals to model. ING created the campaign as a way to increase consumer engagement with F1 driver Fernando Alonso, who is often perceived as being distant and unapproachable.

The promotional campaign centered around Alonso putting an advertisement in the newspaper looking to hire a professional fan who represented him during his chase for the F1 Championship. Consumers were asked to submit video entries for why they should be chosen for the position (and receive 3,000 euros to represent him during the season)

The case study demonstrates how ING Direct was able to use a creative promotional concept to drive awareness and engagement across the globe, despite having a limited activation budget.

The campaign drew 800,000 visitors to the promotional website, 35,229 user entries, 11,253 comments on blogs and Facebook, 459,000 YouTube impressions, and occupied a media space valued at 2.5MM euros. Thus, it is worth taking five (5) minutes below to check out the impressive case study of the promotional campaign below!

The Reno Aces Take the 7th Inning Stretch to a New Level...

Are you looking for ways to enhance your ballpark experience? Are you looking for new ways to offer entertainment value around the 7th inning stretch?

The Class AAA Reno Aces of the Pacific Coast League opened their new $50MM Aces Ballpark in 2009 with an innovative, eye opening attraction -  a monstrous, interactive singing baseball that climbs the center field wall. The giant Aces baseball leads the crowd in singing the 7th Inning Stretch - an act that many in attendance fans would find humorous, while some may truly be frightened.

The team's new signature outfield mascot demonstrates how organizations (especially those in the minor league ranks) are looking to feature more eye-catching elements that enhance the fan experience at the ballpark. The monstrous, interactive baseball serves as an additional reason for fans to come out to the ballpark and enjoy a truly unique experience. Check out the Aces Baseball below:

Brewers Fans Receive Dollars for Dingers...

Are you looking for new ways to reward fans at the ballpark? Are you looking to create new ticket promotions based on team performance?

This season, the Milwaukee Brewers are running a "Dollars for Dingers" ticket promotion where fans can save $1 off a Loge Outfield ticket (regularly $28) for EACH Brewers home run hitover a 10-day stretch of the season. The promotion offers fans the chance to save a lot of money on their tickets based on the team's performance (if the team hit 28 home runs during the stretch, fans would receive tickets for free).

When the team offered the promotion from June 15 - June 25, the Brewers' power hitters slugged 12 home runs, discounting the price of the $28 loge seats to just $16 ($12 off) during a 2-game July homestand against the St. Louis Cardinals. Earlier this season, the team sold out their Dollars for Dingers ticket inventory in just 30 minutes, demonstratingthe strong support the promotion has received.

Look for more teams to showcase discounted tickets based on team performance!

Are You Cut Out for the Amazing Seat Race?

Are you looking for new ways to draw buzz and excitement during the offseason? Are you looking to create new promotional ideas at the ballpark?

The Winnipeg Goldeyes of the independent Northern League and Hot 103, a local radio station, recently teamed up to create The Amazing Seat Race, a promotion that pitted three (3) select contestants against one another for the chance to win season tickets. The promotion challenged the contestants to sit in as many seats as possible during a 63 minute timeframe.

The winner? Pam Chubinski, a stay-at-home mom who managed to sit in 2,000+ seats using a sliding strategy to outperform the others. Craig Kuhlman, an inside sales rep, placed 2nd with 1,656 seats (a tough 2nd place finish to say the least). For the chance to take part in the promotion, Goldeyes fans were asked to fill out a three page entry form/questionnaire.

The promotion serves as a great way for sports properties to create an inexpensive promotion that leverages their existing assets (empty seats), yet is very engaging for consumers. Teams can benchmark this example by:

• Hosting a pre-game promotion prior to their 500th sellout by challenging their fans to see who can sit in 500 seats in the fastest amount of time
• Integrate a sponsor like 7-11 by creating a promotion pre-game/post-game where fans are timed sitting in their seats for 711 minutes for the chance to win a $500 shopping spree at a local 7-11 (all participants receive a takeaway) or see which fans can sit in 711 seats the fastest
• Create similar promotions that leverage fitness sponsors (by hosting a special challenge for local gym attendees for the chance to win free season tickets)

Check out a clip of the promotional execution below:

Northwestern Offers Ticket Promotions for Local Youth...

Are you looking for ways to engage children attending school in the local community? Are you looking to create a promotional offer that is centered around academic success?

Northwestern Athletics recently announced that it will be offering two unique promotions that reward childen in the 8th grade and under in the local marketplace:

Wildcats 3.0 Program

Northwestern created a Wildcats' 3.0 program that rewards children in the 8th grade and under who earn all A's and B's on their report card. The promotion, inspired by the University's 183 student-athletes who earned Academic All-Big Ten Honors in 2008, will serve as a great way to get more families in the stands for Wildcat football games during the Fall. As part of the promotion, youth who excel in the classroom can receive two (2) free tickets to a non-conference Northwestern football game when presenting a copy of their report card at the Wildcat ticket office one week prior to a game.

The Purrfect Attendance Program

Kindergarten, elementary, and middle school students who present a copy of their perfect attendance certificate (a reward for going to every day of school) can receive a Family Plan season ticket package, equivalent to two (2) adult season tickets and three (3) children's tickets for the 2009 Northwestern football season. This promotion will certainly drive some parents to get involved and encourage their children in the classroom!

A special thanks to Taylor Wood of the Ohio University MBA/MSA Program and Athletics Development Frontier for his insights and contributions to this column...

Fans Get Excited About "Million Dollar Monday"...

Are you looking for new ways to drive excitement at the ballpark? Are you looking to feature an enticing offer that draws new consumers to the ballpark?

The Class A Cedar Rapids Kernals recently offered a tremendous "Million Dollar Monday" promotion that turned the heads of baseball fans throughout the state of Iowa. The promotional night, deemed the "perfect promotion", offered fans attending the game the chance to win $1 million if the team's pitcher threw a complete-game perfect game (getting 27 consecutive outs).

While the chances to win are slim (Yahoo.com places the odds of a perfect game at 90,000-to-1), the offer seems irresistible to fans who have to pay just a few bucks to get into the ballpark to enjoy some quality entertainment. The Kernals were able to effectively tie in a sponsor - Perfect Game USA baseball club/scouting service - to help underwrite the costs involved with implementing the promotion.

While the team didn't end up throwing a complete game, the promotional night served as a great way to get some new fans out to the ballpark!

Sounders FC Entertain Fans with Soccer Ball Race...

Are you looking for ways to engage fans during halftime or stoppages of play? Are you looking for new ways to provide entertainment value for fans?

The Sounders FC organization currently features an interactive soccer ball race segment during halftime of its matches at Qwest Field. The promotion is a fan favorite as it tests the speed and skills of three (3) contestants wearing giant soccer ball costumes. Check out the team's execution of the promotion during a recent home contest against the Columbus Crew:

Sounders FC representatives could make the promotion more engaging for fans by assigning a different section to each of the contestants, creating a performance driven incentive (for the chance to win X prize). Check back for related promotions offered by the Sounders FC organization!

Beer Cup Snakes Are Taking Over Cricket...

Are you looking for ways to leverage an official beer sponsor? Are you interested in learning about game entertainment tactics that are popular across the globe?

Cricket fans across the globe - from London, England to Melbourne, Australia - have become infatuated with one of the most unlikely forms of entertainment at cricket matches they attend: Beer Cup Snakes. What the wave is to traditional American sports, the beer cup snake is to the game of cricket.

Fans in the stands at cricket matches make the beer snakes with thousands of empty beer cups, usually sold at concessions stands location within the stadium. The longest beer cup snake was formed at the WACA ground in Perth, Western Australia on New Years Eve 2008. The snake was 45 meters long (50 yards), measuring the length of the Inverarity Stand at the venue.

Once a beer cup snake is formed, fans seated in the crowd try to lift it skyward to make it dance (as if being charmed). However, while beer cup snakes have proven to be extremely popular with cricket attendees, they are often frowned upon by the stadium's security personnel.

What is the significance here for U.S. sports marketers?

1. Do not be surprised if beer cup snakes become a new trend in the United States (it is only a matter of time)
2. Consider ways that the concept of the beer cup snake can be applied to in-game promotions. Beverage partners could consider creating an interactive challenge in-venue where two (2) competing sections have to pass a beer cup snake (a chain of empty cups) down the section to win X prize 

The videos below capture the art of the beer cup snake in action:

Who Wouldn't Love "Sure-Win Wednesdays"?

Are you looking to create a promotion that will drive fans wild? Are you looking for a way to leverage a Sherwin Williams partnership?

The San Angelo Colts of United League Baseball (ULB) are teaming up with Sherwin Williams to offer "Sure-Win Wednesdays". a tremendous promotion that is perhaps the biggest fan favorite at the park. To celebrate the team's tenth anniversary, the Colts are offering a "Sure-Win Wednesday" promotion where if the team loses, all fans in attendance receive a ticket for the next Wednesday's home game (a great branding play for Sherwin "Sure-Win" Williams). In 2008, the team went undefeated each time it held the promotion on a Monday.

Is the "Sure-Win Wednesday" concept more likely to work in the minor leagues? Yes. But would it be possible to implement such an idea in the professional ranks? Yes as well. Corporate partners who offer in-venue fan destinations (e.g. Dew Deck, Gehl Club, Miller Lite Party Deck) could feature a similar promotional tactics for select guests at the ballpark on a particular night. 

The promotional concept dates back to 2004 (the Rockford Riverhawks of the Frontier League ran the same promotion). Look for more teams offering a "Sure-Win Wednesday" promotion in the near future!

Source: OurSportsCentral.com  

Are Your Promotions on Target?

Nancee E. Lewis/Union-TribuneAre you looking for ways to generate a numerous amount of publicity? Are you looking to create a consumer-facing promotion that benefits a charitable cause?

PF Chang's recently teamed up with PGA Tour pro Briny Baird to create a promotion many would claim as "out of this world". The fine dining restaurant offered all consumers in the country a free order of lettuce wraps if Baird could hit a golf ball from the top of the Omni Hotel downtown onto a bullseye target located in the right field of Petco Park. Situated 340 feet in the air and 268 yards away from the flag, the promotonal stunt was challenging, and one that had never been done before.

Baird was given ten (10) shots to hit the bullseye target located in Petco Park to win free lettuce wraps in America... and he needed just one (1). The PGA Tour pro went on to hit eight (8) of the remaining (9) in the target as well, a feat that resulted in PF Chang's donating $17,000 to the San Diego Navy Marine Corps Relief Society (which the chain later upped to $25,000).

How did the scoring work? For every ball Baird hit in the center of the target, PF Chang's would donate $2,000. For every ball that landed in the inner ring, PF Chang's would donate $1,000 and for every ball that landed in the outer ring, PF Chang's would donate $500. Padres general manager Kevin Towers even joined in on the action and landed a few shots close to the target.

The promotion drew a significant amount of media buzz for PF Chang's, an elegant chain that doesn't find itself in the media circles too often. With a low cost investment, considering the fact that most people won't head to receive just the chains' free signature lettuce wraps, PF Chang's was able to absorb a tremendous amount of publicity from a natural, good cause.

Consider new "out-of-the-box" ways that you can leverage your stadium facility to a sponsor's benefit!

Check out two (2) clips from the event below:

Guess the Draft Pick, Win a Seahawks VIP Experience

Are you looking for new ways to reward fans? Are you looking to create engaging promotions around the Draft?

The Seattle Seahawks and Qwest recently teamed up to offer the "Qwest Text to Win" promotion, offering one (1) lucky Seahawks fan the chance to experience a behind-the-scenes experience at the team's new training facility.

For the chance to win, Seahawks fans are asked to send a text message to 79378 that contains the first and last name of a player they expect the Seahawks to draft at the #4 position in the first round of the upcoming draft.  On Monday, April 27th, the team will hold a random drawing (which will be announced on ESPN 710) to select one (1) lucky winner out of the all of the correct entries received. The lucky winner will receive a prize pack worth $599 that includes:

• An authentic Seahawks autographed jersey
• A meet-and-greet with the Seahawks' rookies
• A practice visit that includes a tour of VMAC and lunch for the winner and his/her guest

The promotional period for the "Qwest Text to Win" offer is from Wednesday, April 15th to Saturday, April 25th. Only fans located in the state of Washington are eligible to win, with a limit of one entry per phone device.  The team is promoting the offer via bag stuffers and banner ads on the Seahawks team website and the SeattleTimes.com.

The initiative was created and executed by Rebecca Cameron and Mary Scordo at 361 Experiential.

 

Coca-Cola Offers Golden Can NASCAR Promotion

Are you looking to create a promotion that will drive product sales at retail? Are you looking to capitalize on new ideas in the NASCAR space?

To commemorate the 50th running of the Coca-Cola 600 at Lowe's Motor Speedway, Coca-Cola recently announced that it would offer a golden opportunity for NASCAR fans. Coca-Cola is going to insert one (1) golden can in six (6) million specially marked 12-packs of Coca-Cola Classic that will be distributedacross ten (10) states in the Southeast.

One lucky fan who comes across the specially marked golden can with a congratulatory message will win the official Toyota Camry Hybrid pace car used during the race. The Hybrid pace car is a unique prize because it is actually the first hybrid vehicle ever used to lead the field in a NASCAR race.

Coca-Cola is also supporting the 50th running of the race by introducing commemorative eight (8) ounce bottles and six (6) pack carriers of Coca-Cola across participating retailers in the southeast United States.

Source: NASCAR.com

Sonic and the Royals Team Up to Reward Fans...

Are you looking for new ways to reward fans based on team performance? Are you searching for new ways to leverage QSR partners?

Sonic and the Kansas City Royals recently announced that they will offer a season-long "Steal a Base, Steal a Sonic Slush" promotion that rewards Royals fans every time the team steals a base during a game. For the chance to receive a free medium Sonic Slush, Royals fans are asked to just show their Royals ticket stub at a Kansas City-area Sonic drive-in following a game in which the Royals steal a base. Fans can redeem their ticket stubs until midnight the following night after the game.

While the promotion serves as a great way to reward fans, Sonic and the KC Royals cannot take credit for its originality. Taco Bell drew a significant amount of buzz during the 2007 and 2008 World Series with its "Steal a Base, Steal a Taco" offer, which resulted in the QSR distributing millions of free tacos to fans after Jacoby Ellsbury and Jason Bartlett stole bases.

The Red Sox Deliver Value with Fenway Family Hour...

Are you looking for new ways to deliver value for fans at the ballpark? Are you searching for ways to make your events more affordable for blue collar Americans?

With the '09 MLB season just around the corner, the Boston Red Sox have teamed up with Aramark to offer "Fenway Family Hour", a value-driven initiative for fans during the month of April at Fenway Park. The club's "Fenway Family Hour" promotion offers fans a month-long celebration of discounted concessions, souveniers, and special entertainment in an effort to drive more families to the ballpark.

During the first hour after the stadium gates open for games, the Red Sox will offer a variety of value-add initiatives, including:

• Concessions stands around the stadium will feature nine (9) promotional food items at up to 50% off their standard price
  • Items include: Fenway Franks ($2.50), pizza slices ($2.25), pretzels ($2.00), popcorn ($2.00), cotton candy ($1.50), fruit cups ($2.50), veggie cups ($2.50), bags of burgers ($4.00), and Hoodsie Ice Cream Cups ($1.50)
• The Red Sox Team Store will offer select merchandise (t-shits, hats, etc.) at substantial discounts
• The team will host a series of special 30-minute sessions once per homestand where fans can meet and have their pictures taken with players and coaches (this will take place immediately after batting practice)

The Red Sox organization is also featuring a handful of other value-driven fan initiatives, including:

• Fenway "First Times" Initiative - All fans visiting Fenway Park for the first time can go to any Fan Information Booth to receive a special First-Timer sticker, a FanFoto voucher for a free personal/family photograph, and sign up for a free welcome message on the Fenway Park scoreboard
• Best Buy Players Club - The Red Sox teamed up with Best Buy to create a lounge in the Big Concourse behind the Bleachers for fans to seek shelter from the weather and enjoy watching the game on flat-screen televisions and play video games
• Red Sox Kid Nation - Official members of the Red Sox Kid Nation receive a $20 discount off the purchase of two (2) tickets to one (1) eligible Kid Nation Red Sox game during the 2009 season

Source: Flickr photos courtesy of BostonCityWalk

The Knicks Specialize in Showcasing Their Celebrity Fans...

Are you looking for new ways to drive fan excitement for coming to the game? Are you capitalizing on ALL of the personalities in your building?

Sports organizations looking to showcase their most recognized fans (celebrities) should consider benchmarking the practices of the New York Knicks organization. The Knicks and MSG have created a "Celebrity Crowd Cam" feature that interviews recognizable celebrities sitting courtside and asks them to share their love for the Knicks, what theyenjoy about their experiences at Madison Square Garden, and what their favorite moments are in team history.

The "Celebrity Crowd Cam" feature blends a series of celebrity interview questions in with a random collection of celeb spottings at Madison Square Garden. The vignettes are humorous and provide fans with yet another reason to want to come to the game (to be seen where they favorite icons are seen).

Events in New York City (along with Los Angeles and Miami) are magnets for attracting celebrities. What if you don't have any willing to come to your events? Consider aligning with a local costume shop to create a booth in the concourse level that lets fans dress up their favorite celebrities and create vignettes of their own (the best of which would be featured on the video board). Teams can also consider making more of concerted effort to drive celebrities to their games by offering exclusive behind-the-scenes experiences and other amenities.

Celebrities feel so comfortable attending games at Madison Square Garden that some even put on a show of their own for the fans (as seen below with Anthony Anderson of Law & Order's recent old school dance performance):

Here are some of the Knicks "Celebrity Crowd Cam" features: