Marketing Tacticshttp://www.partnershipactivation.com/marketing-tactics/en-US2010-09-03T09:46:18ZSquarespace Site Server v5.11.5 (http://www.squarespace.com/)Dana White Connects with UFC Fans Via Fan Phonehttp://www.partnershipactivation.com/marketing-tactics/2010/8/30/dana-white-connects-with-ufc-fans-via-fan-phone.htmlBrian Gainor2010-08-31T01:27:30Z@danawhite @digitalroyalty Marketing Tactics amy martin dana white amy martin twitter dana white followers dana white ufc digital royalty fan phone ufc 118 ufc boston ufc social media ufc twitterDana White, the current President of the Ultimate Fighting Championship (UFC) and social media extraordinaire, recently teamed up with Digital Royalty to provide the sport's fans with unprecedented access.

Prior to the UFC 118 Event in Boston on Saturday Night, Dana White tweeted out a phone number to his 4.5MM Twitter followers that allowed UFC fans to call him directly and share their predictions for the fights on tap that night. Within seconds, White received a call from a loyal UFC fan and shortly thereafter heard from a number of other fans from across the world.

Amy Martin of Digital Royalty documented White's "Fan Phone" strategy and created a video case study that she recently posted online to help bridge the gap that exists between the virtual and physical worlds. Check it out below!

]]>The SF Giants Use Infomercial to Drive Merchandise Saleshttp://www.partnershipactivation.com/marketing-tactics/2010/8/11/the-sf-giants-use-infomercial-to-drive-merchandise-sales.htmlBrian Gainor2010-08-11T10:56:22ZMarketing Tactics giants infomercial giants marketing giants viral giants viral lincecumb infomercial lincecumb viral lincecumb viral mlb infomercial the beast the freak timmy wig timmy wig infomercialSports organizations looking for new, creative ways to drive sales of tickets and select merchandise should consider modeling a tactic recently implemented by the San Francisco Giants. The Major League Baseball Club's marketing department created a terrific infomercial spot to promote Tim Lincecumb wigs (called Timmy Wigs) the team is selling for $10 at the ballpark. Lincecumb, the team's ace who has won the last two NL Cy Young Awards is a fan favorite in the Bay Area and one of the league's shining stars. 

Since the team created the infomercial spot, Timmy Wig sales have skyrocketed and the video is on its way to becoming a huge viral hit. 

Informercials are becoming a relatively mainstream practice in the sports business space as teams and athletes have used them to drive buzz in the social media marketplace. As you will note, the Minnesota Timberwolves created a Mr. Love Miracle Glass Cleaner spot in 2009 to promote Kevin Love as ROY and Vitaminwater has used Steve Nash, 50 cent, and Kobe Bryant in several infomercial spots. 

Hats off to the San Francisco Giants on a well executed merchandise campaign! Check it out below:

]]>South Carolina Goes Digital to Engage Avid Fanbasehttp://www.partnershipactivation.com/marketing-tactics/2010/8/10/south-carolina-goes-digital-to-engage-avid-fanbase.htmlBrian Gainor2010-08-11T02:54:02ZMarketing Tactics gamecock football most garnet hometown official gamecock shirt sec social media south carolina athletics south carolina fans south carolina microsite south carolina sec south carolina social media south caroolina football top counties south carolinaThe University of South Carolina Athletics Department recently launched a terrific new promotional microsite to drive fan excitement for the upcoming 2010 football season. The site features a number of interactive elements that have generated a significant amount of interest amongst the University's avid fanbase following USC Athletics across the nation.

The site's unique features include:

  • Hometown Videos
    • Where USC football players discuss their South Carolina hometown
  • The Most Garnet Hometown
    • Online submission process where fans can vote for which county they think has the most passionate South Carolina fans for the chance to win (2) free tickets in the Champions Club for a Gamecocks football game
  • Gamecocks Wallpaper Builder
    • Fans can create a custom USC wallpaper background that can be downloaded to their PC
  • "What They're Saying"
    • Live Twitter feed with updates and links regarding South Carolina Athletics
  • Social Media Elements, Links to Drive Merchandise Sales, Ticket Sales Elements, and more!

The site's interactive elements have delivered immediate results. In just two weeks, the USC football microsite generated 45,000 hits, 1,700 registrations, and 300+ photo uploads. These figures will only continue to rise as football season draws near. Check back to learn about additional ways the University of South Carolina Athletics Department is engaging fans on-site and online! 

]]>Nike Celebrates World Cup Heroes with Special Mural Displayhttp://www.partnershipactivation.com/marketing-tactics/2010/8/1/nike-celebrates-world-cup-heroes-with-special-mural-display.htmlBrian Gainor2010-08-02T02:50:44ZMarketing Tactics nike billboard nike hellovon nike london nike marketing nike mural nike outdoor nike oxford st. nike retail nike soccer nike south africa nike united kingdom nike world cupAre you looking for new ways to drive consumer interest and awareness at retail? Are you looking for new ways to bring window displays to life?

Nike recently celebrated the completion of the World Cup at its Nike Stadium retail location in London by adorning 17 5m x 3m window panels with portraits of Nike's key athlete endorsers in the soccer space. Nike turned to London-based artist HelloVon to create the spectacular mural display, which spanned the length of Oxford St. in London.

Check it out below:

Source: ItsNiceThat.com

]]>Nike Hits the Subway to Write the Futurehttp://www.partnershipactivation.com/marketing-tactics/2010/7/7/nike-hits-the-subway-to-write-the-future.htmlBrian Gainor2010-07-08T02:02:14ZMarketing Tactics bendtner metro denmark world cup nicklas bendtner nike bendtner nike denmark nike metro nike soccer nike subway nike world cup nike world cup nike write the future world cup activationAre you looking for new ways to promote team/player affiliations in high-traffic outdoor settings? Are you looking for new ways to "own" subway and train stations?

Nike leveraged is "Write the Future" World Cup campaign in Denmark by giving a subway station in Norreport a complete makeover. The campaign was designed to demonstrate Nike's support for Denmark footballer Nicklas Bendtner, with the hope that he could guide his team to the promise land and become a leading scorer in the World Cup.

Check out Nike's terrific metro station branding initiative in the video and photos enclosed below:

Source: Nakedcomms cph's Flickr Photostream 

]]>UFC Hits Twitter to Engage with Fanshttp://www.partnershipactivation.com/marketing-tactics/2010/7/5/ufc-hits-twitter-to-engage-with-fans.htmlBrian Gainor2010-07-05T15:32:23Z#hunt4ufc @danawhite @ufc Marketing Tactics dana white scavenger hunt dana white social media dana white twitter dana white twitter hunt4ufc ufc scavenger hunt ufc social media ufc twitter ufc twitterAs sports properties look for new ways to engage fans through non-traditional channels, they should take a close look at how Dana White and UFC are utilizing Twitter to reward their followers.

White is using the official Twitter account of UFC and his own personal Twitter profile to host a #Hunt4UFC scavenger hunt that rewards UFC fans with a variety of prizes. To drive awareness for upcoming fights, White provides a call-to-action to fans via Twitter, posting his location and offering up a prize to the first person who can meet him at that location and repeat a message, etc.

White recently posted a viral piece that shows a fan tracking him down to win free UFC gloves within just 3 minutes and 33 seconds of his post... a pretty remarkable feat! UFC's originality and authentic approach to using Twitter has driven an avid fan following online (White has 1,115,000+ followers; UFC has 139K followers).

Check out the video below and consider new ways that your organization can use Twitter and various other channels to reward fans through non-trational means!

A special thanks to Chris Boggs of GMR Marketing for his insights and contributions to this column.

]]>Centauro Helps Brazilian Soccer Fans Feel the Weight of Five World Titleshttp://www.partnershipactivation.com/marketing-tactics/2010/7/5/centauro-helps-brazilian-soccer-fans-feel-the-weight-of-five.htmlBrian Gainor2010-07-05T15:13:13ZMarketing Tactics ads of the world brasil hanger brazil retail brazil world cup centauro brazil centauro football centauro hanger centauro soccer centauro sporting goods centuaro world cup retail promotion sports retailBrands and retail partners looking for new ways to impact consumers in a retail setting should take a close look at a recent strategy implemented by Centauro, Brazil's largest sporting goods chain. Just prior to the World Cup, Centauro impacted thousands of consumers shopping for Brazilian soccer apparel across the country with the use of a simple, weighted hanger.

There is a common expression in Brazil that every time a player sports the country's distinct yellow soccer jersey, they are wearing the weight of Five World Titles on their shoulders. That is because Brazil has won more championships (5) than any other team in World Cup history.

Centauro capitalized on this expression by hanging all of the Brazil World Cup jerseys in its stores on a special 2kg hanger that sported a branded tag, "Feel the Weight of Five World Titles". The simple, weighted hanger became an unexpected and impacting communication platform, driving curiosity and buzz amongst consumers at retail. The campaign, implemented across 120 retail locations, served as an effective way for Centauro to drive awareness for its Brazilian jersey offerings in-store.

Check out a viral piece that captured consumer reactions in-store below:

 

Source: AdsoftheWorld.com 

]]>The Nets Have The Blueprint for Greatness (On a Billboard)http://www.partnershipactivation.com/marketing-tactics/2010/6/30/the-nets-have-the-blueprint-for-greatness-on-a-billboard.htmlBrian Gainor2010-07-01T03:01:59ZMarketing Tactics jay-z billboard jay-z lebron nba billboard nets billboard nets free agency nets lebron nets new york city nets prokhorov prokhorov billboard prokhorov free agent prokhorov lebron the blueprint for greatnessAre you looking for new ways to make a splash in the local marketplace?

Looking to make a huge splash in the 2010 NBA Free Agency period, the New Jersey Nets unveiled a massive 225 x 95 foot mural today at a major Manhatten intersection just blocks away from the New York Knicks' offices at Madison Square Garden. The billboard features a depiction of the team's new Russian billionaire owner Mikhail Prokhorov standing alongside Jay-Z, complete with the slogan "The Blueprint for Greatness".

There is no question that this billboard will catch the eye of many NBA free agents, sending home a message that the Nets organization, under the guidance of new leadership, are serious about becoming major contenders and taking over the Big Apple. The massive mural display will surely be picked up by all of the major newspapers and media outlets and will instantly becoming a topic of water cooler conversation across the globe.

Check out the massive billboard below, which is now complete - just hours before the NBA's Free Agency period begins!

Photo Source: Marianne O'Leary's Flickr Photostream

]]>Sony Proves That 3D Projection Messaging is Herehttp://www.partnershipactivation.com/marketing-tactics/2010/6/26/sony-proves-that-3d-projection-messaging-is-here.htmlBrian Gainor2010-06-26T19:23:36Z3d marketing Marketing Tactics nuformer nuformer sony projection messaging sony 3d sony madrid sony marketing sony plaza santa ana sony projection sony uefa sony world cup sports 3dSports marketers looking for new outdoor messaging tactics to engage fans should due some diligence researching new advancements in projection technology.

Sony recently celebrated the 2010 Champions League Final by dislaying two (2) unbelievable 3D soccer themed projections on the outside of two buildings in Madrid, Spain. Sony teamed up with NuFormer, an agency based out of the Netherlands, to create 3D projections symbolizing a central theme of "Imagine Football in 3D". The company showcased the projections on the facade of the Plaza Santa Ana and the Colegia San Agustin in front of a few thousand guests. 

Sony created the projection footage specifically for this live event and worked hand-in-hand with Madrid's city Council to secure the rights to project the interactive display onto the walls of both buildings.

Check out Sony's soccer projection messaging below:

Source: NuFormer

]]>King Kong Invades Dodger Stadium to Promote New 3D Ridehttp://www.partnershipactivation.com/marketing-tactics/2010/6/1/king-kong-invades-dodger-stadium-to-promote-new-3d-ride.htmlBrian Gainor2010-06-02T03:25:00ZMarketing Tactics dodgers 3d dodgers king kong dodgers ride dodgers viral king kong 3d king kong dodgers king kong ride peter jackson universal studios 3d universal studios dodger stadium universal studios dodgers universal studios sponsorUniversal Studios recently teamed up with the Los Angeles Dodgers to create a viral piece designed to drive buzz for the opening of the park's new King Kong 3D attraction, which opens on July 4th. Universal Studios is releasing a series of viral pieces to drive awareness for the ride, which was designed by director Peter Jackson, and turned to its neighboring partners, the Los Angeles Dodgers, for some assistance with the first piece.

Universal Studios launched the first viral piece, a scene that appeared to be a catastrophe at Dodger Stadium, on May 25th. The video made it appear that King Kong left giant ape footprints near home plate and caused some destruction in deep center field.

Check out the video below and consider new ways that your sports organization can align with theme parks and movie producers to create similar viral pieces in the near future!

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