Retail partners looking for new, creative ways to leverage their team partnerships should consider benchmarking a recent initiative implemented by Party City and the New York Giants.
Party City partnered with the Giants to feature a contest on the team's website that gave fans an opportunity to vote for which Halloween costume rookie linebacker Mark Herzlich would wear on the team's official visit to a local hospital.
Party City promoted the initiative by inviting several veterans on the Giants roster to visit a local Party City store location and pick out Halloween costumes for all of the team's rookies to wear to the event as well. The retailer did a terrific job capturing footage of the event, as the players seemed to have a great time picking out embarrasing Halloween costumes for their peers, with some even trying them on in the store.
The footage is a great publicity piece for Party City as it demonstrates to consumers firsthand that Giants players do in fact frequent their stores and has viral potential! Party City could easily repurpose the content to feature on the jumbotron during the game, on Giants.com, or via social media.
Check it out below: