Are you looking for new ways to enhance your hospitality footprint? Are you looking to create an on-site activation plan designed to spur nationalism?

Since 1992, Heineken has created a "Holland House" at each of the Olympic Games for all Dutch athletes, family members, friends, sponsors, media representatives, and VIP guests to enjoy while demonstrating their support for the Dutch athletes during Olympic competition.

The Heineken Holland House, serving as the home of the Dutch Olympic Committee, is an ultimate fan destination for those attending the Olympic Games. In 2010, the Heineken Holland House featured a main hall that hosted 4,000 people every night with various entertainment, including celebratory medal ceremonies and nightly performances by Dutch artists and DJ's. The venue also features a Lodge Restaurant as well as a number of interactive games for all to enjoy.

Check out a behind-the-scenes look at the incredible venue:

A rendering of the JetBlue tailfinAre you looking for new ways to leverage airline partners? Are you looking to bolster your gate entrances with elements that drive awareness for your organization's cornerstone partners?

The Florida Panthers and JetBlue are celebrating their partnership by featuring a 22.5' x 26' airplane tailfin outside the BankAtlantic Center in South Florida. The fixture will serve as a gathering place for fans prior to games, concerts, and related events taking place at the arena. The tailfin will be revealed at a ceremony prior to the Panthers home game against the Washington Capitals on Tuesday, May 16th in an area the team is calling the "JetBlue Tarmac".

The giant tailfin signifies a non-traditional landmark that teams can consider incorporating at stadium gate entrances to drive greater awareness for their airline partners. With custom airline paint schemes becoming an industry trend, a signature tailfin landmark serves as a great way to tie everything together on-site for fans.

Ad Graphics, a corporate partner of the Panthers organization, built the tailfin off-site and transported multiple pieces to the BankAtlantic Center parking lot in early March to be assembled. Check out how the team built the giant tailfin here.

The Panthers and JetBlue announced a partnership in November 2009 and are further leveraging the agreement with TrueBlue Nights at the BankAtlantic Center, joint marketing promotions, and advertising. On TrueBlue nights, fans can receive a free ticket to a Panthers game by wearing blue or signing up to become a TrueBlue Member.

Cheerios capitalized on the buzz in Canada surrounding the 2010 Vancouver Olympic Games by creating an initiative that provided consumers with an opportunity to cheer on their favorite Team Canada athletes. 

In September 2009, Cheerios began selling boxes of cereal with a dotted line around the "Cheer" on the front of Cheerios boxes that consumers could cut out and mail in to demonstrate their support. The Cheer cards were addressed to the Olympic Village with postage covered by Canada Post and were featured on different displays across the city. Check out the final product of the campaign below:

Are you looking for new ways to build nationwide excitement? Are you looking for ways to activate at global events?

Molson Canadian featured one of the best activation footprints in all of Vancouver for the 2010 Olympic Games. The brand's "Hockey House" was a hometown fixture that turned out to be the best place for hockey fans to watch games and listen to the latest Canadian music in Vancouver. But that wasn't all the brand did to support Canada's efforts to host the Olympic Games.

Check out some of their creative activation tactics below:

Molson Canadian Hockey House

Molson Canadian Digital Guest Book

Molson Canadian Rally Book

Molson Canadian also cheered on Team Canada by creating a "Made from Canada Rally Book", filled with thousands of good luck messages from fans across Canada, that was presented to some notable Canadian official prior to the hockey team's match against Russia. Check it out below:

Molson Canadian 2010 Mural Project

Molson built a mosaic of individual fan photos spanning a 4,000 square foot section on the outside wall of the Kitsilano brewery in Vancouer. The brand collected photos submitted via the site http://www.molsoncanadian.ca/2010muralproject/ to build a surprise Olympic-themed image and message for all consumers visiting the city to see. Check out how they launched the project:

Molson Canadian "Made from Canada" Commercial

Molson unveiled one of the finest Olympics commercials of all-time in 2010. The brand's "Made from Canada" piece does an incredible job screaming patriotism. Check it out below:

Are you looking for new ways to integrate technological advancements and sports? Are you searching for ways to incorporate non-traditional partners?

As soccer fans gear up for the 2010 World Cup in South Africa, BP Castrol Japan is drawing a significant amount of buzz after creating a kicking machine that can kick a soccer ball 200+ kilometers per hour. BP Castrol Japan is leveraging the machine by offering a "Win a Trip to Challenge Ronaldo" promotion where fans from select countries can enter online for a chance to battle Cristiano Ronaldo, one of the world's most powerful shooters, in a head-to-head soccer kick competition.

Castrol signed a six-year agreement in June of 2008 to be an Official FIFA World Cup Sponsor after successfully deriving value out of the Castrol Index, an innovation it created in support of the UEFA Euro 2008 tournament. 

Watch the kicking machine in action below:

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the new February 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to three (3) friends at work.

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

• Sidewalk Challenges
• Insights Into Using Augmented Reality
• 27th Annual IEG Sponsorship Conference
• 7 Tips for Bringing Your In-Venue Signage to Life for Consumers
• Details on the UK Sports Network
• The February 2010 Recipients of the Partnership Activation Rising Stars Program
• Sports Social Media Watch - Molson Canadian
• Activation Tactics from the 2010 Vancouver Olympic Games and 2010 NBA All-Star Game
• 2010 Australian Open
• Ways to Leverage an ESPN Partnership
• Creative Activation Tactics

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.

Check out the February 2010 Issue now... and don't forget to pass it along to some friends!

Are you looking for new ways to engage fans throughout the week? Are you looking to drive online engagement and an incremental number of fans to your organization's Facebook Fan Page?

Rockit Wrigleyville, a new bar and grill located in the heart of Wrigleyville, recently featured a promotion that provided consumers with a chance to have their face appear on a billboard located just outside Wrigley Field. For a chance to win, consumers just had to take their picture in front of the billboard and upload it to the restaurant's official Facebook fan page.

The entrant who posted a photo on the Facebook Fan Page that generate the most "likes" by other viewers was selected as the ultimate winner of the promotion. To drive interest in the offer, Rockit Wrigleyville offered a free $25 gift certificate to each contestant. The winner, John Walters, garnered 82 "likes" for his picture submission.

The low-cost promotion served as a tremendous way for Rockit Wrigleyville to drive buzz in the marketplace (consumers would encourage their friends to check out their photos and "like" them) as well as drive traffic and new fans to the restaurant's Official Facebook Fan Page.

The promotion serves as a really simple way for sports organizations to leverage stadium landmarks and billboards in the marketplace to spur fan engagement and drive traffic online to the official team facebook page via valuable content.

Check out some of the pictures that were submitted here.

Watch a video of the campaign below:

Are you looking for new, creative ways to leverage the Olympics? Are you looking to promote Vitaminwater products on-site?

Vitaminwater recently featured two (2) unique activation tactics in Vancouver as a means to leverage consumer passion for the 2010 Olympic Games and drive awareness amongst tourists and residents strolling through the city. As a brand within the Coca-Cola family, Vitaminwater launched a full campaign around the 2010 Vancouver Olympic Games that encouraged Canadian citizens, including Olympic athletes competing in the Games, to try its product.  

Check out their two (2) unique engagement tactics below:

Vitaminwater Bus Shelter Renovation

Vitaminwater teamed up with Cleveland-based ad agency Brokaw to transform Vancouver bus shelters into ski lift seating for consumers to enjoy while touring the city. The unique bus shelter branding was accompanied by signage that read, "It Makes the Daily Routine Feel More Like an Olympic Event", and the minor branding tactic really served as a great way to escape the Olympic clutter experienced throughout Vancouver.

Vitaminwater Mini-Curling