Clippers Fans "Get Their Red On" in 2010

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The Los Angeles Clippers celebrated their new brand new red jerseys and the start of the 2010-11 NBA season by featuring a "Get Your Red On" promotion that truly benefited fans. The promotion allowed fans who purchased a red jersey or red shirt on Clippers.com to receive a free lower bowl ticket to the team's game against the Dallas Mavericks.

The Clippers offered the deal on a first-come, first-serve basis, with a limited number of tickets being made available. However, it served as a great way to drive merchandise sales, drive interest and awareness around the team's new jerseys, and build some early season excitement around the club, especially with the return of start PF Blake Griffin.

While some clubs may not have a comparable amount of lower bowl inventory available to run a similar promotion, upper bowl tickets would still present a compelling offer for fans.

Boston College Delivers a Unique Ice Jam Experience

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The Boston College Athletic Department recently teamed up with the Undergraduate Student Government of Boston College (UGBC) to create an unforgettable Ice Jam Event designed to drive interest in the University's basketball and hockey programs.

Boston College students, alumni, and fans were treated to a free unique sports experience that featured the Conte Forum arena transformed into a half sheet of ice and a half parquet. The BC-style Midnight Madness event allowed fans to enjoy a plethora of entertainment provided by the men's and women's basketball teams and the men's and women's hockey teams.

To make the event truly something special, Boston College Athletics called on legendary sports commentator Bob Costas to serve as celebrity emcee and Vanilla Ice to provide some relevant music entertainment. The Boston College Ice Jam event served as a terrific way to bring the University's college basketball and hockey fans together and build excitement for the four (4) programs' upcoming seasons, especially the defending national champion men's hockey team. Check out some great photos of the event here. 

BC student athletes created a humorous viral to drive excitement for the Ice Jam Event:

The BC Athletic Department created a great promotional spot of their own to drive interest in the event:

The Boston College Ice Jam lived up to all expectations, with slam dunk competitions and special guest appearances:

Capital One Offers Fans a Chance to Rule LSU's Death Valley

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Capital One leveraged its designation as the Official Bank of LSU Athletics by offering fans the chance to "Rule Death Valley" for a day. The promotion, launched in August, allowed fans a chance to win an ultimate LSU Football experience that included reserved VIP parking, premium club seats, pre-game sideline access, and a chance to partake in the pe-game coin toss.

The VIP experience also included a behind-the-scenes tour of the Cox Sports Production Facilities, meet-n-greets with Athletics Director Joe Alleva, the "Voice of the Tigers" Jim Hawthorne, the LSU cheerleaders and the mascot, a Les Miles autographed football, and official LSU merchandise. The parties marketed the promotion as a way to "Stand on the Field, Watch from the Club, and Hang in the Booth".

Fans could enter for a chance to win simply by visiting any one of Capital One Bank's 176 Louisiana branches. The promotion allowed Capital One an opportunity to collect consmer data, drive traffic to brand locations throughout Louisiana, and drive awareness and buzz around the start of the 2010 LSU football season. LSU Athletics and Capital One were able utilize the promotion to generate a tremendous amount of sales leads with a unique prize package that in reality had a pretty low cost of prizing elements involved.

Check out some marketing elements supporting the promotion below:

A special thanks to Chris Kosmala of LSU Athletics for his insights and contributions to this column. Congratulations on implementing such a successful promotion! 

Miami Heat Fans are Feeling the Team's New Player Intro

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The Miami Heat recently unveiled a new player introduction video for the 2010-11 season that has become an instant hit with fans. The vignette, to the tune of Phil Collins' hit song "In the Air Tonight", showcases the team's players in a new, stylish light off the court. The video is non-traditional, yet directly coincides with the Miami lifestyle and culture.

Check it out below:

Under Armour Protects the Ravens' House

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Under Armour does a tremendous job leveraging its partnership with the Baltimore Ravens in-game with an engaging scoreboard feature. The catchy vignette has become a hit with fans attending the team's games at M&T Bank Stadium.

Check it out below:

Toronto FC and adidas Let Fans Design the 2012 Team Kit

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Sports organizations looking for new ways to leverage apparel providers should closely monitor a new promotion that adidas and Toronto FC have teamed up to offer the team's fans in Ontario. The two parties are allowing the team's followers an opportunity to design the 2012 supporters kit (team uniform) for the chance to win the first official 2012 kit prototype, signed by the entire Toronto FC squad.

The promotion is very engaging because it allows fans to create their own design based on their stylistic interests yet it's offered in a relatively controlled manner on the official "Create Your Kit" microsite. Toronto FC fans living in Ontario have been very receptive to the initiative, with 4,000+ fans submitting their favorite designs in less than 48 hours since the site's launch on October 26th (the promotion runs through November 22nd).

Take a moment to check out the site's design and page elements below:

Red Bull Jumps the Trojan Horse in an Unforgettable Display

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Red Bull has built brand equity across the globe in 2010 with an international freestyle motocross exhibition series called the Red Bull X-Fighters Jams. The series has traveled to alluring destinations across five continents, including Rome, Madrid, London, Cairo, and Moscow. At each location, the Red Bull X-Fighters have drawn enormous crowds of onlookers interested in seeing the best flip tricks in the world.

While the tour has proven to be a huge success with fans, their latest event in the Turkish city of Canakkale, the ancient city of Troy, was truly the most memorable. The Red Bull X-Fighters showcased an unforgettable performance in front of 40,000 spectators that featured hundreds of flip tricks over the iconic Trojan Horse. The event once again demonstrated Red Bull's uncanny ability to create iconic events that have the substance it takes to become viral sensations.

Check out some amazing highlights of the Red Bull X-Fighters event in ancient Troy below:

Monitoring Trends in the Collegiate Marketplace

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NACMA members, thank you for coming to Partnership Activation. Enclosed is a deck detailing new trends in the collegiate marketplace that I will be walking through during our teleforum this afternoon (1-2pm EST).

Please feel free to leave comments if you have any questions or share ideas/best practices with me at bgainor@partnershipactivation.com and on Twitter at @BrianGainor.

Thanks!

Brian

Pepsi Teams Up with CFL Players to Refresh Canada

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There's no question that Pepsi's "Refresh Project" has been an astounding success since it was launched in 2009. The initiative has impacted and inspired the lives of many as Pepsi has donated millions of dollars to fund great ideas to make communities around North America a better place. 

From a promotional standpoint, the platform has proven to be terrific for Pepsi on all fronts as it's easily applicable to all of Pepsi's touch points, including team and league partnerships. Pepsi recently teamed up the Canadian Football League and eight (8) CFL players (each representing a different team) to create a captivating campaign that features each of the players competing for a $50,000 Pepsi Refresh Project grant to support an idea that makes a positive change in their community.

The CFL Challenge initiative, which runs through Wednesday, November 24th, encourages CFL fans to vote for their favorite players' campaigns in a head-to-head competition that will decide who will win the $50,000 grant. The initiative allows notable CFL players to work hard off the field for a good cause and leverage the support of their avid fan base - a "win-win" for all parties involved.

Here is a quick breakdown of the campaigns each of the CFL players are supporting:

  • Jason Arakgi, BC Lions - Camp Goodtimes
  • Patrick Kabongo, Edmonton Eskimos - Wellspring Edmonton
  • Wes Lysack, Calgary Stampeders - Canadian Cancer Society Patient Care Kits
  • Rob Bagg, Saskatchewan Roughriders - Juvenile Diabetes Research Foundation of Canada
  • Luke Fritz, Winnipeg Blue Bombers - Winnipeg Harvest Hunger for Hope Program
  • Andre Durie, Toronto Argonauts - Community Living Mississauga
  • Marwan Hage, Hamilton Tiger-Cats - McMaster Children's Hospital
  • Anthony Calvillo, Montreal Alouettes - The Cedars Cancer Institute

Check out the initiative below:

Nike Builds Suspense With Its Latest Ronaldo Soccer Viral

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Sports organizations looking for new ways to utilize their YouTube channel to drive buzz around a product/season ticket launch should take a close look at Nike's latest viral campaign entitled "Only the Fastest".

Nike launched the campaign yesterday (10/26) with a 35-second viral designed to drive buzz for the launch of Cristiano Ronaldo's new soccer boots. The clip takes viewers along for a ride as Ronaldo's boots leave Nike Global HQ in Portland and are shipped out to their final destination for the product launch on October 28th. The viral, which has generated 130K views in less than 48 hours, leaves viewers with a level of suspense, as no one can really expect what is coming next.

Nike does a tremendous job using simple tactics (the copy block underneath the video) to drive people to its "Only the Fastest..." Facebook page. Thus far, 10,000+ consumers have opted to "attend" the special event (which is rather vague) while another 3,400 are possibly attending (translation - 1 in 13 consumers who viewed the viral opted in for the Facebook event).

Check out the viral and the Facebook page below:

VIRAL

YOUTUBE CHANNEL (WITH CALL-TO-ACTION IN COPY BLOCK)

 

FACEBOOK PAGE

GMR Marketing Showcases New Technologies at Tech Petting Zoo

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GMR Marketing recently hosted an Event Tech Petting Zoo that gave employees, clients, and reporters an inside look at the marketing technology of the future. The event, held at the company's headquarters in New Berlin, WI debuted 35 cutting edge, interactive products and exhibits, including digital graffiti walls, the world's first flexible LED wall, gesture-based projection screens, 3D televisions, fog screens and more.

The event helped GMR showcase new technologies to their clients that will truly take their marketing and activation plans to a whole new level.

Check out the video enclosed below that details some of the amazing new technologies that were showcased at the GMR Event Tech Petting Zoo:

For more information about GMR Marketing and/or some of the technologies featured at theGMR Event Tech Petting Zoo, please feel free to contact Brian Gainor at bgainor@gmrmarketing.com

Bud Light Goes Head to Head with UFC Fighter Rashad Evans

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At the recent Bud Light National Convention in New Orleans, UFC fighter Rashad Evans (@SugaRashadEvans) was challenged by a company representative to remove a single, empty can from a Bud Light pyramid that was stacked 6,545 cans high. As depicted in the video, Evans accomplished the task and then opted to create a highlight reel of his own, crashing into the display.

The moment was captured by several onlookers and is beginning to gain traction online. The Bud Light pyramid serves as a great display for properties to demonstrate affiliation awareness as long as consumers aren't given the ability to benchmark Rashad Evans' actions, which destroyed a pyramid that took 16 hours to construct.

Check out the video below:

 

Monster Energy and Prokos Rentals Align with Ohio Athletics

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Courtesy of Ohio Univ. Media RelationsAt the dawn of the 2010 NCAA basketball season, Ohio University Athletics partnered with Monster Energy Drink to attempt a Guinness World Record for the most Monster Energy Drinks opened and consumed at one time.

The Ohio University Athletics marketing department teamed up with a local Pepsi distributor to bring in 2,200 cans of Monster Energy in for the men's basketball team's Hardwood Hysteria event, a practice session that offered high-flying dunks, a skills challenge, and an intrasquad scrimmage for fans to enjoy free of charge.

While Ohio University Athletics failed to distribute 2,200 cans of Monster Energy in an attempt to set a Guinness World Record, the event served as a great benchmark for sports organizations looking to set niche records. The promotion serves as a great example of ways that mid-major athletic departments can attempt to attract fans looking to be a part of a historical moment.

Courtesy of Ohio Univ. Media RelationsThe Ohio University Athletic Department also activated its partnership with Prokos Rentals, a local Athens realtor, at the Hardwood Hysteria event. Prokos Rentals allowed select registrants a chance to compete for the title of "Ms. Bobcat" through a series of competitions that included a costume contest, a dance competition, a skills competition, and a trivia contest. Lisa Kirk, an Ohio University Sports Management senior, was declared the winner of the competition, taking home free rent, a salon prize package, and $500 cash!

A special thanks to the Executive Board of The Ohio University Sports Business Association for their insights and contributions to this column. The Ohio University Sports Business Association is an organization of individuals who wish to enhance their educational experience outside of the classroom with like minded individuals who are all working toward a common goal of improving themselves and their peers through practical experiences. Follow The Ohio University Sports Business Assocation on Twitter at: @ohiousba.

October 2010 Partnership Activation 2.0 Newsletter

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Thank you for coming to check out PartnershipActivation.com. I am excited to share with you the new October 2010 Partnership Activation 2.0 Newsletter.

I am truly excited about the content featured in this month's newsletter. I want to thank you for your continued support and willingness to share the newsletter and content featured on the site with your friends and colleagues. It's remarkable that in just 2+ years, newsletter readership has spread to 60+ countries across the globe- a true testament to your support!

This month's newsletter features a collection of insights, including:

  • The Fist Pump Cam
  • Creative Promotional Tactics from Across the NFL
  • Special Vehicles to Leverage Athlete Endorsers
  • St. Louis Rams' Green Week
  • The Leverage Daily Buzz
  • A Look at the October 2010 Partnership Activation Rising Stars
  • Brands Doing an Effective Job Leveraging Athlete Endorsers
  • College Music Videos (I Love My Ducks / Teach Me How To Bucky)
  • Versus' New Outdoor NHL Campaign
  • 2010 Ryder Cup Insights
  • Creative Activation Tactics
  • The Coors Light Beer Box
  • Unique Ways to Leverage Pizza Companies as Partners

Click here to check out the October 2010 Newsletter now and be sure to also join the Official Partnership Activation - Users Connect! LinkedIn Group today!

One side note for this month, I encourage you to consider attending the 5th Annual Ivy Sports Symposium on Friday, November 19th in Princeton, NJ. The event, which costs $50 for students, $150 for alumni, and $200 for industry professionals, is truly one of the best sports conferences in the United States!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

JetBlue Airways Takes Its NY Jets Partnership to New Heights

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JetBlue Airways recently celebrated its partnership with the New York Jets by unveiling an Airbus A320 aircraft with a special Jets-themed paint scheme at John F. Kennedy Airport. The unique aircraft features a green belly, green wing tips, a green tail, and JETS lettering across the body of the plane. Under the cockpit of the aircraft, the plane features the tagline "I LOVE NEW YORK" in place of a characteristic 'blue' name.

The Jets aircraft signifies JetBlue's commitment to the Jets organization as the two parties look for new ways to take their partnership to new heights. JetBlue invited several key stakeholders to celebrate the unveiling of the aircraft, including CEO Dave Barger, NY Jets Chairman and CEO Woody Johnson, Curtis Martin and other Jets alumni, the Jets Flight Crew, and hundreds of crewmembers. The Jets featured a number of vehicles and props on-site and all guests were treated to a first-class experience.

JetBlue also announced that if the Jets win Super Bowl XLV in Dallas, they will refund select one-way and roundtrip flight purchases as part of a pledge in partnership with Mastercard.

Check out a few pictures of the special aircraft below:

Click the following links for more photos and information:

Drive Value out of Your Season Ticket Distribution

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Sports organizations looking for new ways to drive merchandise sales around the start of a new season should consider including a tab/feature in their season ticket distribution. As demonstrated below, Oklahoma State Athletics did a tremendous job highlighting their new Official Nike GameDay t-shirt in their 2010 season ticket booklet.

With augmented reality and other new advances in technology, there are numerous ways to bring the fan experience receiving their season tickets in the mail to life in new ways! Ideas can include:

  • Paper printout that fans can hold up to their webcam to see a personalized message from the head coach, players, mascot, or team personnel (Owner, President, GM)
  • QR codes on ticketbacks that allow fans to see a variety of intros (team introductions, season anthem, season music video, etc.)
  • Promotional codes for fans to download new team music (theme songs, custom music, etc.)
  • Scannable barcodes that fans can use their Stickybits app to upload a video or picture that demonstrates their affinity for the team (that other fans can see)
  • Twitter, Foursquare, and Facebook CTA's - Give your fanbase reasons to head to your social media platforms to "follow" and "like" your content (e.g. the first 10 fans who take a picture of their season tickets and feature it in a Twitter message with the hashtag #(team)seasontickets to win a behind-the-scenes VIP experience)

The LA Sparks Team Up To Promote Anti-Tobacco Campaign

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The WNBA's Los Angeles Sparks teamed up with the National Public Health Information Coalition (NPHIC) to implement a terrific anti-tobacco campaign designed to to drive awareness and traffic around state resources to help smokers quit. The partnership leveraged the Sparks new head coach, Jennifer Gillom, as a spokesperson to effectively message to African American, Latino, and LGBT fans in attendance at Sparks games.

Activation tactics in support of the campaign included:

  • A PA Announcement, featuring Coach Gillom, that was promoted through the team's various media channels (in-broadcast, online, and on the scoreboard)
  • In-arena signage, including courtside rotational messaging and camera-visible underbelly signage prominently featured underneath the scoreboard
  • Select community events
  • Presenting sponsorship of select game nights, including the home opener and Gospel Night
  • On-court contests, Jumbotron messaging, interactive concourse exhibits, and more

The campaign proved to be very successful for all parties involved and the LA County Tobacco Control and Prevention Program reported a significant increase in traffic to its website, http://www.NoExcusesLA.com, and call center hotline (1-800-NO BUTTS).

Check out Coach Gillom's special anti-tobacco announcement below:

Teams - Be Strategic in Your Open Letters to Fans

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Sports organizations looking for new ways to address their fanbase (particularly season ticket holders) need to be very careful with their approach. With fans oftentimes paying a significant amount of discretionary income to attend games, it's crucial that all team communication materials clearly demonstrate the sports organization's goals and objectives in a manner that resonates fans.

Ted Leonsis, owner of the Washington Capitals and Washington Wizards, recently posted an "open letter to Wizards fans" detailing 101 Signs of Visible Change. This communication piece is an example of an extremely well crafted message that directly portrays how the Wizards organization is taking the appropriate steps necessary to improve the Wizards' fan experience. Leonsis' strategic approach to the letter - listing out 101 things that fans asked for and addressing them directly with check boxes and clear, direct explanations - was tremendous.

Here are a few examples of other open letters of communication to fans: