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    Entries in sports billboard (4)


    Reebok Leverages Nicole Scherzinger and Digital Billboards in New Ways

    Reebok recently teamed up with M&C Saatchi Sport & Entertainment to launch its new ZigTech trainer in the UK with a magnificent live digital billboard show. Reebok featured Nicole Scherzinger, the popular lead singer of the Pussycat Dolls, on the billboard via a live stream interacting with a crowd of consumers on hand to watch the publicity stunt.

    Per, Reebok featured Scherzinger on hand for an open photo session and then escorted her to a private area behind the screen where she interacted with the public via two way cameras that were attached to the digital billboard. The event signaled how brands can utilize digital out-of-home billboards to leverage their athlete/celebrity endorsements in new ways in conjunction with special events, product launches, gameday events, etc.

    As the technology becomes more readily adopted, team partners can leverage this to take their retail player appearances to new heights as well as special gameday events for large crowds of fans. The stunt was terrific because Reebok demonstrated how to bring a relatively static medium to life at one of the most notable shopping centers in the United Kingdom.

    Check it out below:


    Bring Your Out-of-Home Campaigns to Life with Steam!

    Are you looking for new ways to leverage team partners? Are you looking for ways to bring the excitement of your games to life for fans during the work week?

    McDonald's recently teamed up with Cossette, an advertising agency based out of Vancouver, Canada to create a stimulating out-of-home campaign designed to drive awareness for the chain's coffee offerings. Cossette built a steam machine to fit inside a bus shelter that let off periodic bursts of steam, revealing a hidden message about a McDonald's free coffee promotion.

    The creative outdoor campaign, executed to perfection, offers some parallels for sports marketers looking for new ways to stimulate consumer awareness:

    • Teams can promote an upcoming season (and leverage a home improvement/grill partner) by featuring a branded miniature grill giving off steam that reveals the slogan, "It's Time to Kickoff the Season... Are You Ready?"
    • NASCAR (and/or participating teams/sponsors) can feature a visual of a car smoking with a captivating message
    • Teams can feature of a picture of players running out of the tunnel with smoke (e.g. steam) exploding from the visual (think of the Miami Hurricanes running out of the tunnel with the steam)
    • The Miami Heat (and teams with related fire monikers) could feature an outdoor ad with steam to show opponents cooling off
    • Teams can leverage coffee vendors (as seen in the ad) by touting exclusive season-long promotional offers

    Billboard of the Week - Ikea

    Are you looking for ways to drive awareness for discounted ticket sales? Are you marketing a new, low-cost ticket price?

    There is no question that Ikea is one of the best in the biz when it comes to creating compelling messaging campaigns that peak consumer interest. The company recently unveiled a creative billboard that SCREAMS low prices.

    How did Ikea do it? They turned a full-size billboard into a giant price tag attraction (with a small chair attached). Using a little billboard creativity pushing price (over product), Ikea was able to effectively capture the attention of consumers passing by.

    Which presents the following questions for sports marketers:

    • With the economy forcing organizations to lower ticket prices, why not take a gamble and create a billboard campaign that completely sells fans on the low price point/value of ticket prices (versus selling the brand, the product on the playing field, or incoming opponents)?
    • Why not turn a billboard into a giant ticket stub that displays an affordableprice in a big, bold font with a small visual (i.e. basketball) attached?

    Teams can also consider modeling Ikea's billboard practice to drive sales for select merchandise or awareness for exclusive in-venue destinations. Corporate partners can model the idea to push price-points using in-venue signage.


    Billboard of the Week - James Ready Beer

    Are you looking to create a unique billboard campaign that engages consumers? Are you looking to take your out-of-home messaging campaigns to the next level?

    In 2009, the Canadian-based James Ready Beer Company, created a captivating billboard campaign that rewarded consumers for their participation. Priding itself on being a discount lager, the company created a billboard campaign that asked consumers to it save a buck by submitting pictures of what James Ready beer means to them. Here is a quick video that profiles the award-winning campaign:

    Universities looking to build their brand in the local marketplace (and engage with their avid fanbase) should consider creating similar campaigns that enable fans to share their passion in a creative way!