Are you looking for a creative way to draw attention to a cause? Are you looking for new ways to drive awareness of partnerships in-venue?
The Orlando Magic recently teamed up with Tobacco Free Florida to create an exclusive night designed to stress the importance of living a healthy lifestyle and encourage fans to be tobacco free. The Magic used a Friday night home game against the Detroit Pistons to feature a mix of arena game night and television presentations to promote Tobacco Free Florida Week (February 27th - March 7th).
Tobacco Free Florida's game night activation was highlighted by the team featuring skeleton fans in prominent seat locations around the arena with an impactful messaging campaign ("we lose too many Magic fans each year to tobacco use"). The skeletons drew the attention of fans throughout the arena who were curious what statement was being made by the team and its supporting partners.
The Magic also featured a number of other tobacco-free initiatives, including:
- The team's star athletes and personnel featuring taped Tobacco Free Florida Week messages on the FOX Sports Florida's telecast as well as on the arena jumbotron
- Free autographed photos of either Jameer Nelson or Hedo Turkoglu to the first 3,000 fans who stopped by the Tobacco Free Florida table display on the concourse to make their pledge
- The Tobacco Free Florida Street Team and Smokifier vans were featured on-site outside the arena to engage fans and drive awareness
- The Magic are also supporting the initiative by hosting two (2) Tobacco Free Florida school rallies at local preparatory schools.
Check out the Magic's skeleton activation in action:
A special thanks to JT McWalters and Melanie Curtsinger of the Orlando Magic organization for their insights and contributions to this column.