Teams Can Turn to Projection Mapping to Promote Airline Partnerships in New Ways

Over the past few years, airline partners have invested more time and resources into their team, league, and event sponsorships. Airlines have invested in branding aircraft with team marks, developing loyalty programs for fans, creating ownable stadium destinations, and distributing free ticket vouchers to fans in attendance.

While airlines have sought to activate their partnerships more actively at airports nationwide, one tactic that we have not seen executed to date in conjunction with a team partnership is projection mapping. Just think how amazing it would be to look out the window at the airport and see a virtual Tom Brady throwing a touchdown pass to Deion Branch along the side of the plane.

While projection mapping would likely need to be a one-off marketing/PR stunt, it would be fun to see an airline promote team partnerships in its hometown market by featuring a different projection display along the side of an aircraft (or inside along a wall in the concourse) every night of the week. 

As shown below, Air Baltic recently generated buzz during the holiday season by featuring a projection mapping stunt at a Latvian airport that showed a team of virtual elves raiding a plane that was stationed at the gate. The marketing tactic, which caught passengers by surprise, was filmed and uploaded to YouTube and instantly generated 24,000+ likes in less than a day.

Check out the clip below and consider new ways that your organization can leverage its partnerships with new forms of technology in high-traffic locales!

Stanford Athletics Engages Their Student-Athletes with a "19 Hours" Project

Stanford Athletics recentlyannounced a terrific new online initiative entitled the "19 Hours" Project, tasking all 35 of the school's athletics programs with producing a high-quality video that symbolizes their team/sport. Student-athletes on each of the teams are given 19 hours to work with a video producer from the Cardinal Channel to script, shoot, and edit a short film.

The initiative is outstanding because it provides new, fresh video content for Stanford Athletics' website that comes directly from a student-athlete's perspective. It's also content that they will actively share with their friends on campus, family members, classmates, and more. The project also allows teams to unite and really have an opportunity to express their creativity, personality, and passion in a friendly competition against their student-athlete peers.

Check out the first edition of the "19 Hours" Project below featuring the Stanford Field Hockey Team and be sure to check back on the Stanford Athletics' website for more great videos to come!

FC Barcelona Uses QR Codes to Drive Engagement at Camp Nou

In the past 12-18 months, QR codes have become relatively mainstream in the marketplace and a number of organizations are beginning to find ways to incorporate the technology into their game day experience. 

FC Barcelona has emerged as an industry leader in the space, utilizing QR code technology at Camp Nou to drive participation and awareness of a new promotional offer. The team has placed QR codes throughout its stadium facilities that provide fans with a seamless way to register to win a Barcelona jersey that is signed by the team's starters. The QR codes link directly to a mobile site where fans can easily input their information for a chance to win an exclusive piece of memorabilia. 

FC Barcelona's QR code activation demonstrates how teams can turn static mediums throughout their venues (especially during the offseason) into interactive areas that take the fan experience to the next level.

It's important to note that QR code activation can live in various locations throughout stadiums. FC Barcelona featured QR codes linking to the promotional sweepstakes in several fan touchpoints, including:

  • Concourse / Wall Displays 
  • Ticket Box Office Signage (at the Barca Museum)
  • OOH Signage
  • Team Store Flyers
  • FC Barcelona Website

Check out FC Barcelona's QR Code activation below:

IBM and Wimbledon Partner to Deliver Real-Time Predictions

For the past 21 years, Wimbledon and IBM have partnered to develop innovative technological solutions to deliver rich content to fans across the globe following the renowned tournament.

Wimbledon celebrated its 125th anniversary in 2011 by teaming up with IBM to present tennis in an entirely new way across multiple media platforms. IBM launched a new Poinstream platform that provides statistics in real-time and allows fans to know what needs to happen for their favorite player to win the match.

IBM uses data from the last five (5) years of Grand Slam play to provide three (3) keys and predicted results based on player stamina and tactics that are measured in real-time and formulated with past performance.

The Simple Twitter Guide for Sports Business Professionals

Twitter is an extremely simple communication platform but there are many misconceptions out there about how it can effectively be used, etc. With many individuals of all ages getting on Twitter and asking their business associates for assistance, etc. we wanted to provide a guide to effectively use Twitter as a communications platform in the sports business space. 

Here are a list of tips that can enhance your communication efforts on Twitter:


1. While 140 characters are available for use in a tweet, the basic rule of thumb is to use a maximum of 120 characters, leaving 20 available for others to retweet your message

2. With a significant number of users monitoring Twitter via their mobile phone, it's best to keep tweets as short as possible so they can easily retweet without hassle

3. In an effort to minimize the length of tweets (and include valuable content) consider using URL-shorteners like and

  • To simply use these URL shorteners, copy the URL of the site/content you want to drive traffic to, paste it into the URL shortener, click "Shorten!" and then copy and paste that URL into your Tweet


1. Content is key on Twitter - the more original, insightful, enriching, interactive and unique the better...

2. Terrific platforms to acquire unique content to share with others include: YouTube, Flickr, Google Alerts, Quotes, Publications that Report Statistics, and Blogs

3. The best time of day to tweet (and have your tweets noticed) by working professionals is between 8-11am EST, when most people are beginning their day in all time zones across the U.S. and are checking their emails, social media, and communication platforms

4. People love viewing pictures and video - so don't be shy to call those items out in your tweet


1. It is important to fill out your complete profile with a photo, short bio, URL (whether that's for your business, personal blog, LinkedIn profile, etc.), and location - people like knowing who they are communicating with... this is incredibly important

2. Create a captivating background for your profile. While you may not have the most artistic/creative abilities, someone in your company or personal network likely can assist you with developing a background for your profile. Elements to consider including are: QR codes, contact information, corporate partner logos, professional imagery, stylish designs

3. Get a professional headshot taken (you will need it at some point in your career; start now) and use it as the photo of your profile

Communication Efforts

1. Twitter is a communication portal, not a press release. Therefore, it is important that you interact on Twitter with two-way communication. If you do not feel comfortable responding to individuals openly (via RT's), send them a Direct Message thanking them for following you, retweeting you, and/or communicating with you

2. Take time out of your day to monitor the Twitter feed to see what others in your industry/network are Tweeting about and RT content that you feel would be valuable for others

3. Twitter is a terrific tool for networking purposes. Seek out others in your industry/extended network and converse with them... Active users love opening their Twitter platform to find that people are reaching out and communicating with them directly

4. If you use your Twitter platform for business purposes, consider linking it to your LinkedIn profile so you can stay active on both platforms. Within your profile on LinkedIn, there are areas to post your Twitter profile and also embed your Twitter feed ... so it will show up in your communication feed. But only do this if you use Twitter as a communication platform for business/networking purposes

Twitter Platforms

1. While some Twitter users prefer to use the general Twitter platform (, most choose to use other platforms that enable them to follow lists and post tweets from multiple accounts more easily

2. Commonly used (free) Twitter platforms include HootSuite and Tweetdeck. From a mobile standpoint, there are a range of options to choose from (ranging from free to a few dollars) which you can access by going to the app store on your phone, typing in Twitter, and downloading the most highly recommended applications   

Using Twitter for Networking / Biz Dev Purposes

1. Twitter serves as an effective means to directly connect with professionals working in your industry. Seek out these individuals by:

  •  Monitoring who your friends/colleagues follow - scroll through the lists of individuals your friends/colleagues follow (or have following them) and follow individuals who appear to have similar backgrounds/industry interests as yourself
  • Search for other sports business professionals on Google. Simply search, "Individual's name" "Twitter" and you will usually find a direct link to that person's Twitter handle in the Top 5 search results if they are using the platform
  • Search for industry keywords like "sports" "sports business" "sports marketing" "sponsorship" "ticket sales", etc. on We Follow to see a full list of other sports business professionals
  • Search your friends/colleagues' Lists (which are usually segmented by topics like "College Athletics" "Sports Marketing" "Sports Business" "Athletic Directors")
  • Search on Google for list topics, including "Insert Topic" (i.e. Sports Marketing) "Twitter" "List"

2. Turn Twitter connections into personal connections by setting a goal to meet X individuals in person throughout the year at conferences, networking event, lunches, happy hours, etc.

3. Partake in live educational chats. A current group of individuals, led by Lou Imbriano and JW Cannon, lead a weekly sports business industry chat using the hashtag #sbchat


1. Lists on Twitter serve as a great way to manage all of the different segments of individuals you choose to follow on the platform.

2. Use Lists effectively to segment those you follow (especially if it's a number exceeding 500) into categories like "Global Sports" "Sports Marketing" "College Marketers" "Brands" "Sports Properties" "Athletic Directors", etc.

3. While it takes a little while to segment those you follow into groups, Twitter Lists can serve as an effective means to follow a wide range of individuals and topics, especially when using HootSuite or TweetDeck, where you can monitor multiple lists at once 


1. People use hashtags, which are commonly used terms (e.g. sponsorship) or relevant topic matter (MarchMadness) with a number sign in front (e.g. #sponsorship, #MarchMadness) to communicate directly with others interested in the topic. When using Hootsuite/TweetDeck, you can set up specific columns to follow hashtags and/or you can use the Twitter search button to search for hashtags (e.g. relevant topics) the same way that you would search for other Twitter users

2. Begin following #SportsBiz, #sponsorship, #sbachat, and #MarchMadness to get a feel for the best way you can use hashtags

Fans Get Digital Autographs with the New Australian Open iPad App

The Australian Open and IBM recently unveiled the first Official Grand Slam tennis iPad application for fans to enjoy at the tournament and for those watching at home.

The iPad app has a number of truly remarkable features but it's greatest is a digital autograph feature that allows fans to capture all of their favorite star players' autographs directly on their iPad and save them in a digital scrapbook. The iPad feature provides a glimpse into the potential future of virtual card autographs and memorabilia.

Fans can also use the iPad app to access real-time tournament and venue information, the Official Tournament Program, editorial features, tournament facts and figures, player tweets, schedules, weather updates, ticket information, video highlights, and more.

The iPad app is available for purchase on iTunes for just $4.99. Check it out below!


Nike Displays the Future of Customization in Japan

In recent years, Nike has done an incredible job creating online and offline NIKEiD portals that enable consumers to customize all of their products and apparel.

To drive traffic and interest to its flagship location in Fukouka, Japan, Nike developed a NIKEiD Generator tool that utilizes a color analyzing programmed camera to transform the colors of clothers that consumers visiting the store are wearing (or visiting the store's website online using a webcam) into a color pallette to create a shoe with an original color design.

Over 18,000 consumers tested out the NIKEiD Generator tool at the Nike Fukuoka location within four days of the launch of the campaign and another 40,000 consumers visited the NIKEiD Generator online platform over a two-week period. Nike encouraged fans using the platform to share their color designs to share them with friends using a collection of online widgets that were made available.

The NIKEiD Generator just goes to show how we will likely be able to produce customize products and apparel within a matter of seconds in the coming years.

Check out the NIKEiD Generator below and click here for more information:

Incorporating Augmented Reality in the Sports Marketing Space

Over the past few years, there has been a lot of excitement generated around the emergence of augmented reality and the opportunities marketers have to leverage it as an engagement tool. Augmented reality has become noticeably more mainstream, with a number of major brands experimenting with the technology to better understand how it can be used to drive engagement, education, and sales.

As sports marketers, it's important to at least have a simple grasp of the technology, how it's being incorporated, and what opportunities exist in the sports space.

Sports properties, brands, and individual athletes can look to engage fans via augmented reality in several different settings, including stadiums (scoreboard, concourse kiosks/displays, suites, mobile street teams), mobile locations (laptops, iPads, mobile phones), and at home (computers, television screens/video game portals with Internet access, etc.).

The following examples detail how brands, sports properties, and individual athletes can bring a static messaging gameday piece (piece of paper, product label, flyer, billboard, product packaging, ticket, fan loyalty card, parking pass) to life for fans in new ways via augmented reality. As the industry begins to tap into augmented reality, these examples will become more constructive, impactful, and engaging...

Footwear / Apparel (adidas, Nike)

Consumer Packaged Goods (Gillette)

Food Products (Pringles)

Technology / 2.0 (Yahoo)

Automotive Brands

Alcoholic Beverage Brands (Tsingato, Leveraging Beer with NBA Label)

Energy Drinks (Red Bull, Leveraging Lindsay Vonn Red Bull 6-Pack Packaging)

Soft Drink Brands (Pepsi)

Computers (Lenovo)

Shipping / Freight (USPS)

Drive Gameday Program Ad Impressions with Digital Extensions

Sports organizations looking for new ways to derive value from their gameday program ads should consider finding ways to make them viewable for thousands of fans watching games at home. Teams are beginning to offer digital program ad extensions, as they provide new, unique content for fans to enjoy on gameday and an opportunity to upsell current partners via an increase in advertorial impressions and exposure to a new segment of the fanbase.

The Pittsburgh Penguins have done a tremendous job featuring their IceTime Game Program online one (1) hour prior to every home game. Fans can access the publications under the FanZone tab on the team website and choose which gameday content they would like to view. The Penguins have turned to Issuu to offer the digital gameday program ads online. While the team previously distributed the gameday program ads to 18,000 fans in attendance each game (delivering 2.6MM impressions over the course of the season), they now can sell partners on the thousands of impressions the publication receives online.

Check out a few pictures of the Pens' digital program ad offerings below:


GMR Marketing Showcases New Technologies at Tech Petting Zoo

GMR Marketing recently hosted an Event Tech Petting Zoo that gave employees, clients, and reporters an inside look at the marketing technology of the future. The event, held at the company's headquarters in New Berlin, WI debuted 35 cutting edge, interactive products and exhibits, including digital graffiti walls, the world's first flexible LED wall, gesture-based projection screens, 3D televisions, fog screens and more.

The event helped GMR showcase new technologies to their clients that will truly take their marketing and activation plans to a whole new level.

Check out the video enclosed below that details some of the amazing new technologies that were showcased at the GMR Event Tech Petting Zoo:

For more information about GMR Marketing and/or some of the technologies featured at theGMR Event Tech Petting Zoo, please feel free to contact Brian Gainor at

List of Sports Teams Using Foursquare

There has been a lot of chatter recently about what sports organizations are utilizing geolocation services like Foursquare and Gowalla. Here is a quick list of teams that have set up Official Foursquare Pages.

While some are more active than others (SF Giants, Washington Redskins, Manchester City FC, University of Michigan and Texas Tech Athletics), it's refreshing to see that all of these organizations are moving in the right direction when it comes to social media.

Check out the list below:


1. San Francisco Giants -

2. Los Angeles Dodgers -

3. Cleveland Indians -

Oakland A's -



1. Milwaukee Bucks -

2. New Orleans Hornets -

3. San Antonio Spurs -



1. Washington Redskins -

2. San Diego Chargers -



1. New York Islanders -

2. Washington Capitals -


College Athletics

1. University of Michigan Athletics -

2. Texas Tech University Athletics -

3. University of South Florida Athletics -


Barclays Premier League

1. Manchester City FC -


Major League Soccer

1. Colorado Rapids -

IBM Uses Augmented Reality at the 2010 U.S. Open

IBM is using augmented reality to take the fan experience at the 2010 U.S. Open to new heights. The computer technology company developed a U.S. Open iPhone application that allows users on-site at the tournament to point their phone in the direction of the tennis court (even if you are walking by outside) and receive real-time scores and statistics. Fans can also use this iPhone app functionality to see what restaurants are on-site.

The new U.S. Open App essentially marries the camera and GPS functionality of an iPhone to offer real-time scoring, live radio, venue maps, and the special "Around me" feature that provides fans with an interactive experience via augmented reality. The app serves as a great demonstration of IBM's "Smarter Planet" campaign and helps the company showcase to its clientele how they can use data to make better decisions.

IBM created a similar app with augmented reality functionality for the iPhone and Android at the 2010 Wimbledon tournament. Check it out below:

The 2010 U.S. Open app is even much more sophisticated than the product they offered to consumers in 2009, detailed below:


Tissot Uses QR Codes to Bring Its Race Models to Life

Are you looking for new ways to leverage models on-site at sporting events? Are you looking for ways to integrate social media elements into your current activation plans?

Swiss watch manufacturer Tissot recently took its on-site activation at MotoGP Red Bull Grand Prix events to new heights by placing QR codes on the outfits of its Umbrella Girls (models)on-site. The social media strategy enables racing fans touring the at-track Tissot footprint to bring their unforgettable real-world experience to life in a virtual setting where they are more apt to learn about products, take advantage of special promotional offers, and ultimately make purchases. 

How does it work?

Fans simply have to walk up to the Tissot models and scan a QR code on their outfit with their smart phone (usually this requires downloading an app like Microsoft Tag Reader). When scanning the QR Code from a close distance, fans are then directed to a Tissot mobile page where they can purchase products and engage in special offers.

This strategy serves as a terrific benchmark for brands looking to engage with consumers on-site or on-premise (at bars, restaurants, retail, etc.) more effectively. The QR codes serve as a conversation starter for models, demonstrate that a brand "gets" social media, and helps foster a memorable experience for fans.

Check out the video below as this will soon become commonplace in the sports marketplace as QR codes become readily adopted. While the United States lags behind, QR codes are already heavily embedded in Japanese culture.

Tissot is incorporating Danica Patrick in the QR Code mix as well...

40 Ways Sports Teams Can Utilize Foursquare

Foursquare is one of the hottest social media platforms driving business in 2010 and the opportunities for integration in the sports space are endless. Here are some tips for how your sports organization can utilize Foursquare: 

5 Key Tips to Remember When Implementing Foursquare Initiatives:

  • Foursquare should be primarily viewed as a fan engagement channel that offers indirect monetization opportunities (driving ticket sales/concessions/merchandise, promoting corporate partners, etc.)
  • Do not create promotions that just reward "Mayors" (those who have checked-in at X venues the most times) - this limits the promotional audience as there are oftentimes only a handful of people who can overtake the Mayor to receive the promotional discount
  • Set realistic expectations - While the number of users and check-ins are on the rise, expectations for Foursquare promotions should still be set relatively low until the sports industry begins to experience more of a mainstream adoption rate 
  • Foursquare promotions are not self-sustainable - Teams must market Foursquare promotions in-arena, on their team home page, through social media channels (Foursquare, Twitter), and find a way to incorporate notable corporate partners and team personnel (players, coaches, alumni, cheerleaders, mascots, staff)
  • Capitalize on Foursquare by creating venues within your venue (Stadium/Arena) to drive traffic to party decks, stadium gates, concessions stands, the team shop, corporate partner displays, etc.

40 Ways Sports Teams Can Utilize Foursquare

  1. Offer a team-branded Foursquare badge
  2. Give fans a 15% discount at the team store after their 5th check-in
  3. Reward the person with the most-checkins (the Mayor) at the team store with 25% off purchase (note that this must be accompanied by a seperate offer for the general public to be effective)
  4. Run a real-time treasure hunt that rewards fans for checking in at certain venues (arena, team shop, corporate partner retail locations, games, etc.) with free tickets, merchandise, etc.
  5. Encourage fans to check in at billboards/outdoor signs to receive rewards
  6. Encourage fans to post tips about their experiences (e.g. tracking fan feedback to see what arena experiences they enjoy the most)
  7. Have players check-in at corporate partner retail locations (to drive buzz)
  8. Run a promotion that encourages fans to check in at the arena for the chance to receive a Swarm badge (which is given out if 50+ people check in at one venue at one time)
  9. Run a contest to see if the team can set the Guinness Book of World Records for most check-ins at one location (Manchester City FC tried doing this in May - the record at that time was approximately 500)
  10. Offer fans who check-in for the 1st time at the ticket counter a premium discount or unique giveaway
  11. Utilize Foursquare like a Loyalty Card and offer different levels of rewards for X number of check-ins
  12. Promote Foursquare ticket offers (receive 25% tickets when checking in at the ticket box office and purchasing a pair on Wednesdays)
  13. Provide an incentive for bringing family/friends; Offer a free concessions item for fans that check-in with more than 3 people
  14. Run a special on the team's Foursquare page that allows fans to get 30% off a stadium tour when checking in at the stadium on a non-game day
  15. Provide tips to fans about the hottest things to check out at the arena on given nights
  16. Offer a unique experience for all fans who check-in at all regular season home games
  17. Highlight new party deck experiences at the stadium/arena via Foursquare
  18. Promote game day giveaways on the team Foursquare page
  19. Offer tips to fans about new concessions items and merchandise in the team store
  20. Offer tips for families and students about the best time to purchase ticket value packs
  21. Leverage corporate partners (e.g. Subway) by offering a $5 gift card to fans who check-in at select party decks, special events, or at the stadium gates 1.5 hours before the game
  22. Teams can utilize Foursquare initiatives to provide their fans with real-time, engaging offers on Twitter and Facebook (to bring those channels to life)
  23. Offer fans that check-in when the gates open exclusive access to a pre-game lounge where the team features a player appearance, etc.
  24. Host a social media panel where team personnel teach fans how to use Foursquare to become a more avid fan
  25. Tie in a cause marketing component to a Foursquare promotion - Run a "Foursquare Mayor Gives Back" promotion where a team (or corporate partner) collects can goods/clothing/donations and the Mayor of the Arena gets to choose which charitable organization the items get donated to
  26. Have team employees working at the stadium gates, concessions stands, and team store wear pins that tell fans that they can win $1,000 by "checking in" on game day
  27. Provide fans who "check-in" at the arena with fun facts about the team
  28. Use Foursquare check-ins as an additional fan database (that can be rewarded with virtual gifts, specials on ticket offers, etc.)
  29. View Foursquare as a means to reach tech-saavy fans that can be used as a control group to better understand new ways that technology can improve the game day experience
  30. Leverage Foursquare as a means for guerrilla marketing, where players/team personnel can "check-in" at Gate 4 outside the stadium and tweet out that the first 4 people that meet them at the gate can receive free tickets
  31. Reward fans who check-in at special team events with promotional codes for free ringtones, wallpaper downloads, etc.
  32. Reward fans who show a corporate partner badge (e.g. Subway) - Note: CNN just had Official Foursquare badges released for Official World Cup Watch Parties it held
  33. Offer a team badge that fans watching at home can receive by simply checking in with the team name in their post (the Boston Celtics/LA Lakers did this during the 2010 NBA Finals)
  34. Host Swarm Badge Team Watch Parties
  35. Offer a promotion where if fans check in at all four (4) stadium gates during their experience, they can receive a free team t-shirt at a select customer service desk
  36. Teams can reward employees for "checking in" (free coffee, free parking, etc.)
  37. Teams can leverage Foursquare at Job Fair booths where they reward job prospects with a free premium giveaway, etc. for checking in (an initiative that can help teams gauge which prospects are the most tech-saavy)
  38. Incorporate Foursquare into corporate partner B2B sessions as a means to demonstrate new thinking and opportunities for social media integration
  39. Track trends about fan behavior (by understanding when/where consumers are checking in, teams can consider new engagement opportunities, etc.)
  40. Distribute free virtual tickets at sports locations (sports bars, parks, gyms, etc.) that can be redeemed for real tickets to a specific game - The New Jersey Nets teamed up with VaynerMedia and Gowalla to execute a similar campaign

For more ideas of ways that businesses are leveraging Foursquare, click here.

Manchester City FC Unveils Its New Team Foursquare Page

Sports organizations looking for new ways to tap into the social media space should consider benchmarking a recent tactic implemented by Manchester City FC of the Barclays Premier League.

Manchester City unveiled its new Official Foursquare page, where the team is planning on posting a collection of tips and specials for fans to enjoy in the coming weeks and months. The official page provides a list of Manchester City destinations where fans can check in and receive special discounts and enjoy a variety of engagement tactics.

The page, which already boasts 350+ supporters, also features a collection of links to the club's other social media channels (Facebook, Twitter) and official team home page.

MCFC has been one of the most notable early adopters of Foursquare in the sports space. The soccer club teamed up with Umbro to generate buzz for their final match of the season against Tottenham Hotspur by asking fans to "check in" at the City of Manchester Stadium via Foursquare in an effort to set a world record for the most Foursquare check-ins in a single location at one time.

To generate awareness and interest, the team posted an announcement on its home page and offered fans the chance to win (1) of (11) limited edition Blue Moon t-shirts if they added the phrase 'Umbro Blue Moon Tee Please' to the tips section of their Foursquare check-in.  

Check out the page below and consider implementing this for your organization. After all, Foursquare is here to stay!

The Boston Marathon Runs on RFID Technology

Are you looking for ways to enhance your endurance events? Are you looking for new ways that technology is impacting the sports marketplace?

Network World recently created a terrific feature that profiles the use of RFID technology at the 2010 Boston Marathon. All participants were given an RFID tag to wear in their shoe that accurately gauged their finish time and progress along the course.

The video demonstrates how RFID technology will continue to change the way marathons and related endurance events are run by race organizers. Tracking tools are already leading to new advancements in text messaging, which allows friends, family, and fans to follow the progress of race participants as they complete the course. Pretty amazing.

Check out this terrific look at the use of RFID technology at the Boston Marathon below:

VaynerMedia Shows that Geolocation is Here to Stay in Sports

Are you looking for new ways to capitalize on emerging trends in sports social media? Are you looking for new ways to leverage the emerging craze behind Gowalla and Foursquare?

If you're working in sports and you haven't heard of Foursquare or Gowalla yet, it's time to do your research. Why? The New Jersey Nets are paving the way for sports organizations to begin experimenting with the two aforementioned geolocation platforms to measure how they can deliver in the event marketing space. Geolocation platforms allow users to check into and engage with physical locations and events via mobile devices (here in this virutal setting, marketers can reward them for their loyalty/engagement).

Check out a terrific case study below that details how VaynerMedia teamed up with the New Jersey Nets to create an innovative Gowalla initiative that drove a group of select, influential fans to the Izod Center to check out a game live.

Huge opportunities lie on the horizon for sports marketers looking to utilize Foursquare and Gowalla - the key question at this point remains how readily society will adopt these geolocation platforms.

To download VaynerMedia's presentation (above) please click here.

A special thanks to Sam Taggart of VaynerMedia for his insights and contributions to this column... a must-see!