Mavericks Fans Show Off Their Dance Moves to Win a Suite

The Dallas Mavericks recently partnered with Xbox Kinect to create a Dance Central "Suite Moves" contest that allows fans to show off their best dance moves for the chances to win a catered suite for twelve (12) and a Kinect prize pack.

For a chance to win, Mavericks fans had to physically participate at the Xbox Kinect display area in the AAC concourse during two (2) Mavericks games in January. The best eight (8) performers were then selected to compete head-to-head in a pre-game Dance Central contest during the team's home game against the Atlanta Hawks on January 29th for a chance to make it to the final round and win the ultimate suite package.

Check out a video that the Mavericks created to promote the initiative to its fanbase.

The Mavericks' Great Baby Race of 2009

Are you looking for new ways to leverage cpg companies and non-traditional partners? Are you looking to create game entertainment that caters to all fans in attendance?

The Dallas Mavericks recently teamed up with retail partner Academy Sports + Outdoors to feature an All-Star baby race during the 3rd quarter of a recent home game that turned out to be a huge hit with fans. The contest pinned four (4) babies sporting Dallas Mavericks gear racing (slowly) across a mat in front of thousands of the team's supporters.

The Mavericks did a tremendous job executing the promotion by leveraging the PA announcer to drive fan excitement and featured some great camera angles of the action on the video board.

The All-Star baby race served as a great way for Academy Sports + Outdoors to distinguish the fact that it is the Official Headquarters for the Dallas Mavericks for all fans (men, women, kids, babies, etc.). The collaborating parties could bring the promotion to life slightly more by assigning sections to each of the four babies (with the winning baby's section receiving $5 gift cards while all other participating sections receiving a discount at purchase). Nonetheless, Mavericks fans in attendance won't forget the baby race (and Academy Spots + Outdoors) the next time they are shopping for their kids!

Check out the Mavericks' classic All-Star baby race below: 

Teams Strike Gold with Crossbar Challenges...

Are you looking for new ways to entertain fans at halftime? Are you looking to create a once-in-a-lifetime experience for one lucky fan?

Sports organizations should consider offering more promotions that put the skills of fans to the test. This practice, seen commonly overseas in the rugby and football circuits, serves as a great way to engage all fans in attendance during halftime festivities and also provides sponsors a chance to capitalize on aligning with a memorable in-game moment.

While most organizations commonly implement halftime entertainment that tasks fans with scoring to win, most should consider ways to alter these type of promotions to challenge fans in unique ways: 

  • Football - Challenge one (1) select fan with hitting the field goal posts/crossbar
  • Hockey - Challenge one (1) select fan with trying to hit the post (instead of scoring)
  • Soccer - Challenge fans with hitting the crossbar (instead of scoring)
  • Rugby - Challenge fans with hitting the crossbar
  • Basketball - Challenge fans with banking a shot in off the glass

Here are two (2) great examples of Crossbar Challenges serving as a highlight at games played overseas:


During a recent English rugby match, one lucky fan took home 250,000 euros after successfully hitting the crossbar with a punt (while not wearing shows) during a halftime Crossbar Challenge event. The winner, rugby fan Stuart Tanner, became an instant household name after coverage of the promotion was picked up by several major media outlets. See the stunt below:


EPL club Stoke City recently held a halftime Crossbar Challenge at Britannia Stadium featuring a collection of team mascots and boxers Ricky Hatton and Scott Lawton. One contestant electrified the crowd by hitting the crossbar. 

The Crossbar Challenge also serves as a tremendous feature to include in media broadcasts of soccer matches (as seen by the Leyton Orient team challenge below):

The Seahawks Host a Dachshund Dash at Halftime

Are you looking to offer unique forms of halftime entertainment? Are you looking for new ways to support local dog shelters and charitable organizations?

When the Seattle Seahawks hosted the Detroit Lions at Qwest Field on November 8th, the team called in some extra assistance with their halftime entertainment. The Seahawks hosted the 3rd annual dachshund dash (commonly referred to as a weiner dog race) from the 50-yard line to the end zone. The races, benefiting Dachshund Rescues, featured two heats and a post-race awards ceremony with custom-made trophies.

The sold-out crowd of 67,000+ fans found the unique race to be quite amusing. Check it out below:

Pepsi Lets Fans Pick the Halftime Music of the Grey Cup

Are you looking for new ways to engage fans in your organization's halftime entertainment? Are you looking to create a unique promotion around a major event that incorporates the voice of fans?

Pepsi recently unveiled a tremendous 'Name Your Playlist' contest that enables fans the chance to choose which of their favorite hits will be played during halftime of the CFL's Grey Cup. With the popular band Blue Rodeo set to play at halftime of the game, fans can log on to and choose the three (3) songs (out of ten (10) of the band's greatest hits) that they would like to see played.

Those who participate in the 'Name Your Playlist' have the chance to win weekly prizes from Pepsi, Blue Rodeo, the CFL, and Wilson. The contest is set to run through November 20th, just days prior to the Grey Cup game on November 30th in Calgary at 6:30 pm (the game is being broadcast on TSN and RDS). Pepsi Max is the official sponsor of the Grey Cup Halftime Show.

The 'Name Your Playlist' promotion is terrific because it incorporates the passion people have for both sports and music and marries them all into one contest. As fans often debate on the entertainment value of halftime performances and pre-game entertainment, the contest allows Pepsi a way for them to feel like they have a say in the festivities... a notion that is huge with Gen Y consumers.

Source: TSN

A special thanks to Darryl Dionne of the PHPA for his insights and contributions to this column.