Standard Chartered Goes the Extra Mile to Introduce Their Jersey Sponsorship to Liverpool Fans

Brands looking for ways to fully capitalize on jersey naming rights agreements should take a close look at how Standard Chartered Bank leveraged their official partnership with Liverpool FC in 2010.

After signing a 4 years, 80 million pounds agreement to become the official jersey sponsor of Liverpool FC, the brand invested in several key initiatives to demonstrate to fans that they were not just looking to align themselves to drive their marketing efforts.

Standard Chartered Bank conveyed their commitment to the Liverpool club and it's fanbase through several impactful tactics, including:

  • Replacing their name on the Liverpool jersey for the first game with the names of Liverpool's longest season ticket holders
  • Standard Chartered Bank then arranged to have each of the players (who wore jerseys with the names of different fans) sign the jerseys they wore and personally deliver it to the fans
  • Standard Chartered Bank then held a ceremony where they interviewed the fan and player participants  
  • Standard Chartered Bank also promoted their partnership affiliation and demonstrated support for Liverpool's loyal fanbase with bus shelter OOH displays, print ads, and more

St. George Bank Uses a Vault to Engage Fans On-Site

St. George Bank recently teamed up with Traffik, Australia's leading experiential marketing agency, to create a terrific bank vault activation display in support of its official naming rights sponsorship of the St. George Bank Dragons, a professional Australian rugby team.

St. George Bank and Traffik devised a "Bolt for the Vault" halftime entertainment challenge that provides fans a chance to crack the code of a massive 2m x 2m bank vault for the chance to instantly win $5,000. Once the vault is launched at the team's Round 8 National Rugby match against the Parramatta Eels, it will remain a permanent fixture in the stadium at home Dragons games throughout the 2011 season.

St. George Bank has been a proud sponsor of the team for 30+ years and has worked with Traffik to create engaging experiential campaigns for over ten years.

The bank vault concept serves as a great way for financial partners to engage and reward fans on-site at sporting events, whether it's a part of halftime entertainment or an activation display. By creating an element of suspense along with providing a chance to win, banks can easily win over a fan base looking for additional entertainment value at live sporting events. Check out some photos of Traffik's execution below!

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Capital One Leverages Final Four Tickets to Drive Facebook Fanbase

Capital One is currently running a sweepstakes on its official Facebook page that offers all consumers who "like" their Facebook page a chance to win an Ultimate NCAA prize package, which includes two (2) NCAA men's Final Four tickets, travel and lodging for two (2) people, and a video camera to document your experience.

The Facebook campaign, featuring a valuable NCAA prize pack, demonstrates how valuable brands perceive their social media channels to be. In recent weeks, we have seen a number of sports organizations offering everything from free tickets to unique experiences to fans in an effort to drive their Facebook and Twitter following.

As an Official Corporate Champion of the NCAA, Capital One promoted the offer via a mass email blast to its current customers and several other marketing channels. Capital One is also supporting its NCAA partnership with "The Big Assist" sweepstakes, which allows all consumers who visit a Capital One Bank branch across Louisiana a chance to win tickets to the Final Four and designate a charity or non-profit organization for a $10,000 cash donation from Capital One.

Capital One Offers Fans a Chance to Rule LSU's Death Valley

Capital One leveraged its designation as the Official Bank of LSU Athletics by offering fans the chance to "Rule Death Valley" for a day. The promotion, launched in August, allowed fans a chance to win an ultimate LSU Football experience that included reserved VIP parking, premium club seats, pre-game sideline access, and a chance to partake in the pe-game coin toss.

The VIP experience also included a behind-the-scenes tour of the Cox Sports Production Facilities, meet-n-greets with Athletics Director Joe Alleva, the "Voice of the Tigers" Jim Hawthorne, the LSU cheerleaders and the mascot, a Les Miles autographed football, and official LSU merchandise. The parties marketed the promotion as a way to "Stand on the Field, Watch from the Club, and Hang in the Booth".

Fans could enter for a chance to win simply by visiting any one of Capital One Bank's 176 Louisiana branches. The promotion allowed Capital One an opportunity to collect consmer data, drive traffic to brand locations throughout Louisiana, and drive awareness and buzz around the start of the 2010 LSU football season. LSU Athletics and Capital One were able utilize the promotion to generate a tremendous amount of sales leads with a unique prize package that in reality had a pretty low cost of prizing elements involved.

Check out some marketing elements supporting the promotion below:

A special thanks to Chris Kosmala of LSU Athletics for his insights and contributions to this column. Congratulations on implementing such a successful promotion! 

SL Benfica Uses a Pitch Invasion to Drive Awareness

Brands looking for new ways to capture the attention of thousands of fans in-venue and a multitude of others watching at home should take a close look at the following video, which showcases how SL Benfica, a Portugal banking institution, leveraged fans streaking to drive awareness for their brand.

While streaking (referred to as a pitch invasion in the spot) is commonly frowned upon in the United States and abroad, SL Benfica worked with the appropriate stakeholders (Portugese Football Federation, participating teams, actors, police, etc.) to create a special on-field moment that resonated with fans. While the correlated figures seem a little extraordinary, it was a terrific concept that was well executed during the match.

Check out the spot below:

FirstBank Uses Creativity to Escape Clutter...

Are you looking to create an impactful messaging campaign that draws the attention of event attendees? Are you looking for new ways to leverage a financial partner?

With banks and investment companies struggling to bring positive attention to their corporate partnerships amid the economic crisis, FirstBank has taken a humorous, out-of-the-box approach to drive awareness and differentiate itself in the minds of consumers. Over the past few weeks, FirstBank has come out with two (2) very impactful messaging campaigns designed to grab the attention of sports enthusiasts:

Colorado Rockies - Messaging Campaign

With thousands of fans flocking to Coors Field for the Colorado Rockies' home opener against the Philadelphia Phillies, FirstBank flew a plane over the stadium for two (2) hours prior to the game that read, "This is the closest thing we have to a private jet." Using a little humour, the ad served as an effective reminder of the bank's fiscal responsibility during a time of uncertainty.

Breckenridge and Keystone Winter Sports Resorts - Messaging Campaign

FirstBank partnered with the Breckenridge and Keystone winter sports resorts to implement a creative messaging campaign designed to target Denver's mobile using youth market. Firstbank features a "Bank in your ski mask without getting arrested" tagline on signage throughout the resorts (ski racks, snowboard racks, lift lines). The signage is in support of the bank's "Mobile Banking. Bank Anywhere" thematic. 

FirstBank turned to Boulder's TDA Advertising & Design to create the humorous, targeted messaging campaign. Check it out below:


Source: Media Post News