Are you looking for new ways to leverage partnerships in an effort to drive retail traffic? Are you looking for new ways to leverage mascots and non-traditional characters?

adidas recently drove awareness and traffic to its flagship store on Orchard Road in Singapore by executing a terrific Stars Wars guerrilla marketing stunt. The exhibition, designed to promote the launch of adidas' 2010 Originals x Star Wars collection, featured approximately 20 Stars Wars characters (led by Darth Vader) raiding the adidas store, purchasing goods, and engaging with consumers while walking the streets of Singapore with branded adidas bags in tow. adidas teamed up with the 501st Star Wars Costume Group to execute the stunt.

Sports properties looking for new ways to drive traffic and buzz at retail should consider ways that they can benchmark adidas' creative Star Wars stunt. For example, properties and retail partners can easily team up to hire a team of actors wearing football equipment (resembling the team's players) running through a mall and into a desired store location during a busy shopping weekend.

Retail partners can even drive team affiliation awareness by featuring actors (in uniforms) doing touchdown celebrations/plays at high-traffic street corners and offer tickets/discounts to passerby consumers. Consider ways that you can leverage mascots and non-traditional characters (e.g. actors in uniform) to drive traffic and awareness to your location. For the price of store appearance by a premier player ($750+ for 90 minutes), retailers can deliver as much (if not more) value with a set of qualified actors performing a unique marketing stunt!

Check out adidas' Star Wars stunt below:

Are you looking for new ways to leverage housing/realtor partners? Are you looking for ways to help build the identity of your organization's players outside of the stadium/arena? 

The ECHL's Charlotte Checkers recently promoted their partnership with the Park at Steele Creek living community by creating a humorous "Cribs" vignette that features the apartment of defenseman Ethan Graham. The 8:31 feature does a tremendous job profiling "The Official Off-Ice Home of the Charlotte Checkers" and provide fans with an inside look at the lifestyle of a minor league hockey player. It's refreshing to see teams work so closely with their players to provide unique content for fans (even if we aren't dealing with mansions and luxury automobiles behind the scenes)...

The Checkers feature the Cribs vignette along with a collection of other videos on the team's official YouTube Channel (check it out - a nice benchmark for other minor league organizations). 

Check out the Checkers' Cribs segment below:

Hats off to Thomas Smith and Patrick Stack for continuing to do some great things for the Checkers organization... keep up the great work!

Are you looking for new ways to drive awareness and support for charitable organizations? Are you looking to create in-game call-to-action that inspires fans in a humorous way?

Arsenal FC recently honored the Great Ormond Street Hospital Children's Charity, the team's official charity of 2009, by creating a terrific "Fundraising Day" promotional spot to inspire fans. The team is dedicating their November 29th match against Chelsea to the cause and Arsenal players and directors will be donating a day's wages to help raise funds for the team's charity - an act that is unheard of in the United States.

The team's humorous "Fundraising Day" campaign spot features four (4) players (Cesc Fabregas, Theo Walcott, Andrey Arshavin, and Bacary Sagna) dressed as mascots and roaming the streets in an effort to collect funds for the Great Ormond Street Hospital Children's Charity. The club hopes that the promotional vignette will help them meet their "Be a Gooner. Be a Giver" '09-'10 campaign goal of raising 500,000 euros.   

Check out the clip below:

Filming the promotional spot proved to be a hit with the team's players:

Are you looking to create a captivating soccer viral piece? Are you looking for new ways to incorporate both music and sports?

Sony BMG recently turned to Umbro and five (5) freestyle soccer players to create one of the greatest sports-music experiments of all time. Sony BMG was looking for a unique way to promote a new hit single (Underdog) from the British band Kasabian and decided to do so by creating a real-life version of Guitar Hero using the help of some soccer enthusiasts.

The collaborating parties placed huge target billboard panels (synched up to a Guitar Hero game featuring the new song) on the walls of an abandoned warehouse and tasked the five (5) soccer players with kicking soccer balls at the targets with enough accuracy to strike the right chord. After seventeen (17) attempts, the group achieved an accuracy score of 76! Pretty impressive!  

Check out the Kasabian Football Hero execution below:

Check out a behind-the-scenes look of how the spot was produced:

Source: SportsMarketing.fr

Are you looking for new ways to leverage the Olympics? Are you looking for ways that Canada and the rest of the globe are gearing up for the 2010 Olympic Games?

With the 2010 Vancouver Olympics taking place officially less than 100 days away, many official Olympics partners and ambush marketers are already implementing significant programs to build buzz and excitement for the Games. Here is a quick look at ten (10) of the best in-market branding and activation elements generating buzz across Canada:

Are you looking to create a humorous campaign around moving into a new facility? Are you looking for new ways to showcase your organization's finest athletes and accomplishments?

As the Minnesota Twins get ready to move into Target Field, their new downtown ballpark, the organization's fanbase has a lot to look forward to. The team is coming off a tremendous 2009 season and has many of its star players returning for another season.

To spark excitement for the upcoming 2010 season, the Twins organization recently released a humorous campaign entitled Twins-portation that features the team moving into their new stadium facility. The spot serves as a great benchmark for teams looking to leverage their past successes, current stars, and future in a single messaging campaign... it's very unique - check it out below: 

Are you looking for new ways to make an impact on race day? Are you looking for ways to use sports to drive home fuel efficiency messaging?

As brands look for creative ways to leverage endurance events, many should take a page out of Volkswagen's playbook for the 2009 Chicago Marathon. Volkswagen was looking to promote the 42mpg fuel efficiency of the Jetta TDI Clean Diesel vehicle and decided to partner with super-athlete Dean Karnazes to send home a powerful message to viewers, onlookers, and brand enthusiasts.

To sell home the fact that the TDI Clean Diesel vehicle doesn't stop at 26.2 miles per gallon, Volkswagen asked Karnazes to not stop at 26.2 miles (1 marathon) either. In fact, they tasked him with running a distance equal to 2 straight marathons (52.4 miles). Along the way, Volkswagen generated interest by letting fans send tweets with questions and support and videotaped the entire feat. The company is also supporting the initiative with a custom microsite

Check out a video of Dean Karnazes journey below and look for more creative fuel efficiency acts from Volkswagen in the near future!

Are you looking for new ways to drive team store sales on gameday? Are you looking for new ways to engage fans at your venue?

As sports organizations look for new ways to spur team store sales, they should consider benchmarking some radical advancements that Disney is planning to make in its 300+ stores worldwide, thanks to the help of Steve Jobs. Jobs is leading a crusade to help Disney turn its retail outlets into experiences. Disney's new retailtainment philosophy is becoming readily adopted by many major retailers across the globe in different fashions.

Sports organizations looking to spur team store sales (not only on gameday but throughout the season) should consider new ways to make consumers feel that their experience is more interactive and engaging and less as a direct point of purchase channel.

Here are some ways that Disney will be transforming the retail experience (and how they can be applied in the sports space):

I. Theatres in-store will allow children to watch film clips of their own selection

Teams can feature private television touchscreens (with headphones) that fans can choose from a variety of past team highlights and celebrations (the on-screen viewing experience could present opportunities to integrate corporate partner messaging/use of personalities). Teams could also offer PC's where fans can remix their favorite team highlights/music and have it emailed/shared through social media channels.

II. Consumers will be able to participate in karaoke contests

Teams can feature a sound-proof booth (or keep it open like Old Spice's previous NASCAR activation) where fans can put on a karaoke performance of the team's theme song (and have this recorded via audio/video and distributed via social media/team page)

III. Consumers will be able to chat live with Disney stars via satellite

During the two (2) hours prior to a home game, teams can offer fans the chance to videoconference a famous alum (former player, coach, etc.) or fellow fan across the world and ask them specific questions about their thoughts on the game plan, etc.

IV. Computer chips embedded in packaging will activate hidden features (e.g. consumers who walk by a magic mirror while holding a tiara will find Cinderella appear and say something)

With technological advancements, teams will soon be able to recreate these special mirrors in team stores where a fan walking by a mirror holding a Peyton Manning jersey will be able to see a 3D Manning appear in the mirror and thank him for choosing his jersey (or supporting the Colts). RFID technology will continue to impact the sports space in many ways in the near future...

V. Employees reward consumers shopping on their birthday with tree lighting, fireworks, and sound animation

Birthdays are a HUGE MISS in sports these days. Teams should follow Disney's model (rewarding consumers with a free park admission pass on their birthday in '08) and look for ways to provide unique offers/experiences for fans on their birthday. Sports organizations should give any person shopping in the team shop on their birthday a free printout of the scoreboard (with a messaging congratulating them) with purchase... there are so many opportunities here!

VI. Stores will utilize scents to enhance the consumer experience 

The opportunities are endless here... incorporate the scents and smells of gameday (fresh grass, grills, new equipment, etc. 

Source: The New York Times - Disney's Retail Plan Is a Theme Park in Its Stores

Are you looking for creative out-of-home marketing ideas? Are you looking for ways to differentiate yourself in the marketplace?

In 2009, the Toronto Raptors created a tremendous out-of-home marketing campaign that drew the attention of many representatives in the industry. The campaign was so well executed by Maple Leaf Sports & Entertainment, it was honored by the National Sports Forum (NSF) as the Best Out-of-Home campaign in sports in 2009.

Check out some of the organization's creative OOH marketing tactics below:

Click HERE for a list of some other NSF Adchievement Award Winners.

Are you looking for new ways to support your organization's charitable initiatives? Are you looking for ways to drive philanthropic giving on gameday?

The Jays Care Foundation recently unveiled a new initiative that provides Blue Jays fans with an easy way to contribute to the lives of children and youth in need in the Greater Toronto Area and beyond. The Jays Care Foundation teamed up with Rogers Wireless and the Mobile Giving Foundation to create a mobile giving campaign that enables fans to make a donation right in their seats at the game.

The innovative campaign offers Blue Jays fans the chance to make a $5.00 donation to the Jays Care Foundation by texting "CARE" to the short code 20222. The team will use a videoboard vignette starring the team's All-Star 2nd baseman Aaron Hill to explain the program and ask fans for their contributions. The Blue Jays teamed up with Rogers to drive further awareness for the program by announcing that they would match every $5.00 donation made by a Rogers Wireless or Fido customer during the team's game on September 25th.

Mobile giving is definitely a growing trend to watch in the sports marketplace. With donations appearing as a line item on a customer's wireless bill, teams are providing fans with an extremely easy outlet to make a big difference in the lives of many. By creating this mobility and having the assets available to create a compelling call-to-action for fans, look for more teams, charitable organizations, and corporate partners to jump on board with similar initiatives.

Check out the Jays Care Foundation campaign HERE (a wmv file - it may take a few moments to load).

What other organizations are offering similar mobile initiatives?

• Minnesota Wild
• Florida A&M's Athletics Program
• Special Olympics
• Colorado State Athletics Program
• LSU Sports Properties
• University of Tulsa
• The Dikembe Mutombo Foundation
• Washington Nationals

Is your brand looking for new ways to gain media exposure? Are you looking for ways to promote food/concessions items through sporting events?

During a recent game against the Oakland Raiders, Jets rookie QB Mark Sanchez was caught scarfing down a hot dog on the sideline between possessions. Sanchez attempted to apologize and explain the situation, but the damage was already done (garnering some well deserved publicity).

Hebrew National, a ConAgra brand, capitalized on the hot dog frenzy by devising a creative PR ploy that grabbed the attention of the media across the country. The company announced that it would offer free hot dogs to any fans attending an NFL game (with proof of a ticket stub) for the remainder of the season where a quarterback is caught on camera eating a hot dog.

Is the chance of a reocurrence likely? No.

But does it serve as a tremendous PR story for Hebrew National? Definitely.

By responding quickly as an organization, Hebrew National was able to gain thousands of dollars of media exposure and become relevant to sports fans without having to invest large sums of dollars in sponsorship rights, etc. Will the company's PR stunt have an effect on future retail sales? Definitely a possibility (at the very least, Jets fans might always think of Mark Sanchez when they see the Hebrew National brand which isn't a bad thing if Sanchez becomes a premier quarterback in the league).

It would be very interesting to see if an NFL player responded to Hebrew National's call-to-action and attempted the feat (although the NFL would most likely strongly oppose any efforts by Hebrew National as it did with KFC's Super Bowl touchdown ideas).

In the meantime, Hebrew National is offering all fans in attendance at the Jets-Raiders game a chance to redeem their ticket stubs to the game for a free pack of Hebrew National Beef Franks. Fans are being asked to submit their official ticket stub (including valid seat number and game date) and a 3x5 card complete with their name and address to: Sideline Hot Dog Offer PO Box 1026 Grand Rapids, MN 55745-1026. 

Check out a video of Mark Sanchez eating a hot dog on the sidelines below:

Are you looking for new ways to drive awareness for c-store promotions? Are you looking for new ways to leverage lottery partners?

The Washington Redskins and the Virginia Lottery announced a partnership in June 2009 to create a new $50MM scratch-off ticket that would go on sale just prior to the team's '09 season opener. Fans can purchase the team-branded scratch-off tickets for $20 and have the chance to instantly win prizes between $20 and $1MM.

What's unique about the scratch-off promotion is that the Virginia Lottery has teamed up with c-store locations to market the offer on gas pumps (as shown below). The attractive offer catches the eye of consumers for a solid 3-5 minutes while they pump gas. More organizations should consider using non-traditional OOH mediums like gas pumps to drive home their promotional messaging (especially at c-store locations near their venues).