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    Red Bull Creates a Rivalry Series on the Slopes Between Oregon and Oregon State

    Red Bull recently created a tremendous "Red Bull Rivals" series that featured top snowboarders from the University of Oregon and Oregon State University competing in a head-to-head competition at Mt. Bachelor in Bend, Oregon. Members of the two schools gladly competed for bragging rights in the newest head-to-head showdown of the Civil War rivalry between the two schools.

    The Red Bull Rivalry Series demonstrates how brands can use a creative approach to capitalize on a long-standing rivalry to generate loyalty and buzz.

    While it's become relatively common to see brands take ownership of rivalry series in the college space, the Red Bull Rivalry Series showcases how non-traditional sports (extreme, Olympic, club) can provide compelling, ownable content.

    Check out the Red Bull Rivalry Series below and look for more of these type events in the near future!


    The Cleveland Indians and BP Capitalize on Pre-Game Inventory

    The Cleveland Indians recently announced a partnership with BP that is highlighted by a series of promotions in-stadium and at retail.

    As the Official Fuel of the Cleveland Indians, BP receives the exclusive naming rights of Indians batting practice and the company is taking full advantage of the designation to enhance the fan experience:

    • Fans can win free BP gift cards by catching specially marked balls into the outfield stands during batting practice
    • The first 100 fans who arrive for pre-game batting practice receive a limited edition Indians t-shirt at Gate A
    • BP will reward select fans with VIP batting practice experiences at 40 home games. The experience includes special on-field access and a gift bag of promotional items

    From a retail standpoint, the Indians and BP are teaming up to execute a pretty standard fill-up and win promotion across 215 BP locations in Northeast Ohio. From June 1st to August 30th, fans who fill-up their cars with ten (10) gallons of gas can receive a scratch-off card that provides a unique code. Fans are encouraged to register five (5) unique codes on to receive two (2) free Mezzanine tickets to an Indians game online at


    Let Brands Use Athletes to Capitalize on Birthday Shout Outs

    Brands looking for unique ways to celebrate birthdays in-venue should align with team partners to create a scoreboard vignette series that features current team players sending humorous birthday wishes to fans and other recognizable celebrities.

    Teams could align with select brands whose businesses revolve around birthday celebrations (QSR's. card stores, confectioneries, ice cream and cakes, jewelry stores, party stores, kids establishments, etc.) to have a duo of players film a :30 scoreboard vignette that features a mix of recorded messages.

    The vignettes can be filmed during a morning practice session and edited in time to be featured on the scoreboard that same night. Teams could charge fans for the live birthday shout out or make it available gratis with a corporate partner on board. All fans who receive a special shoutout on the scoreboard can pick up a special birthday premium at will call as a celebratory gift. Teams could ask that fans submit their birthday dates/information online, via social media channels, or via text in-arena.

    As an example, check out how Dwyane Wade and LeBron James of the Miami Heat send a special brithday wish to The Rock, Dwayne Johnson:


    Budweiser Scores with PoolBall Concept in Nightlife Settings

    Anheuser-Busch recently teamed up with Ogilvy Argentina to create a brilliant interactive game designed to engage soccer enthusiasts in nightlife settings. The collaborating parties developed an exclusive "PoolBall" event that allows teams to compete head-to-head in a game that resembles pool but is played by using soccer skills.

    At several pubs throughout Buenos Aires, Anheuser-Busch set up a massive 7x3 meter pool table that served as the stage for the event. Teams were challenged with kicking 15 soccer balls, reskinned to resemble pool balls, into goals positioned in place of each of the pockets of a pool table. The interactive game was designed to drive awareness and engagement around AB's Budweiser brand.

    The "PoolBall" concept has certainly generated a significant amount of buzz across the world in a matter of days/weeks and will likely surface in the United States at some point. Look for PoolBall to take place at a pub near you!




    Reebok Uses an Athlete-Operated Mechanical Bull to Generate Buzz at the Super Bowl

    Reebok leveraged its designation as the NFL's Official Apparel Supplier at Super Bowl XLV with an outstanding 50'x100' hospitality space designed to host media members, VIP's, clients, partners, and friends of the brand. Reebok teamed up with Synergy Events to create the interactive area and host a star-studded media event on the Friday prior to the Super Bowl.

    Reebok called on its newest spokesperson, Erin Andrews, and nine-time World Champion rodeo athlete Ty Murray to host a Cowboy Up! media event that featured Reebok athletes Peyton and Eli Manning, Chad Ochocinco, DeMarcus Ware, and Randy Couture operating a mechanical bull by swinging training ropes and running on treadmills. The players were encouraged to swing ropes and run on treadmills as quickly as possible to make the bull buck harder, thereby throwing Randy Couture to the mat. 

    The activation space created a terrific PR event for the brand and successfully engaged media members and important stakeholders throughout Super Bowl weekend.

    Check out a clip detailing Reebok's Super Bowl activation tactics below:



    Gillette Turns Static Jeter Billboard Into a Shaving Spectacle

    Gillette recently unveiled a tremendous "Everyday Masterpiece" OOH campaign in New York City's SoHo neighborhood that features a Derek Jeter billboard being repainted daily to reflect the various stages of men's grooming.

    Gillette teamed up with BBDO to create the campaign, which demonstrates how brands can turn a static medium into an interactive medium with a little bit of creativity and extra work. The Jeter campaign features a depiction of the All-Star shortstop's face that is repainted on a daily basis to reflect a stubble look, shave prep, and a clean shaven appearance. BBDO is planning on continuing the three-day paint makeover cycle until March 6th.

    Check out a video and a few images that help showcase the creative campaign below:






    Additional Insights:


    Premier League Fans Compete Head to Head in Lucozade Fans Fives Tournament

    Lucozade, a series of energy and sports drinks produced by GlaxoSmithKline in the UK, recently announced that it is hosting a Fans Fives Tournament that allows fans of Premier League teams to compete head to head against passionate fans of other clubs in the ultimate 5-a-side challenge on the famous pitch at Stamford Bridge.

    Fans can enter to win a chance to compete in the Lucozade Fans Fives Tournament by filling out an application form on the brand's official Facebook page, describing why they are the biggest fan of their favorite EPL team. Fans selected to compete in the exclusive tournament competition will represent not only themselves, but their favorite club in a battle against the country's most passionate football fans. The competition effectively puts the passion, competitiveness, and loyalty of fans to the test in a memorable fashion.

    Each Premier League club will select three (3) teams of fans based on the applications submitted online, who will then be subject to a four-week "Facebook Fan-Off" that allows fans the chance to ultimately decide who will have the opportunity to represent the club in the fan competition at Stamford Bridge.

    As the longest standing Official Partner of the Barclays Premier League, Lucozade is also an official supporter of Arsenal FC, Chelsea, Liverpool FC, and The FA.  


    Red Bull Continues to Give Fans a Whole New Perspective of Sports

    Over the past few years, Red Bull has done an absolutely remarkable job revolutionizing the sports space that we live and work in. All across the globe, Red Bull mesmerizes consumers with unconventional sports events and marketing practices that generate consumer interest in non-traditional and emerging sports.

    In the past week alone, Red Bull released four (4) extremely interesting videos showcasing how the brand continues to bring sports to life in new ways and create new fan perspectives. Check out the four (4) videos below, especially the floating BMX park in Florida, which is downright unbelievable.

    Red Bull Bargespin Floating BMX Park - Florida Intercoastal Waterways

    Red Bull created a five-day event on the waterways of Florida that featured the world's best BMX riders performing tricks and skills on a floating BMX park.


    Red Bull - A Day with Reggie Bush at Super Bowl XLV

    Red Bull leveraged its partnership with Reggie Bush by profiling his time and activities at Super Bowl XLV weekend in Dallas. Red Bull provided fans with a behind-the-scenes look at how NFL players spend their time while in town for The Big Game. The viral served as a great way to support Red Bull's endorsement and drive some value during the off-season.


    Red Bull-Travis Pastrana NASCAR PR Launch Event - Staples Center

    Red Bull celebrated its partnership with Travis Pastrana, the newest driver in the NASCAR Nationwide Series, by featuring a special NASCAR PR Launch event outside Staples Center in Los Angeles. Red Bull then gave fans a behind-the-scenes peak at Pastrana Waltrip Racing... expect much more to come from this relationship in the NASCAR Space


    Red Bull Crashed Ice - Valkenburg, Netherlands

    The Valkenburg Red Bull Crashed Ice consisted of speed skaters racing down a 385-meter long ice track in front of 25,000 spectators.



    Enhance Stadium Concourse Signage with QR Code Giveaways

    Corporate partners looking for new ways to engage fans on gameday should consider featuring QR code displays within the stadium concourse that deliver unique, interactive content. Brands leverage QR codes on back-lit displays to distribute free music downloads, gameday programs, virtual premium giveaways (wallpapers, animated characters, 3D characters), free mobile subscriptions, video vignettes, books/magazines, interactive games, and highlight reels to fans.

    Firstbank, Colorado's largest locally owned bank, recently engaged travelers at Denver International Airport with three (3) engaging billboard displays featuring QR codes that offered free books, Sudoko, and crossword puzzles. Each of the billboards featured specific messaging that explained to travelers how to access the free content.

    Program Details:

    • Firstbank estimated that it would give away 7,000 books, Sudoko games, and crossword puzzles over a 5-month span
    • The process of downloading a book to a smartphone via QR reader took less than 30 seconds
    • Firstbank offered twelve (12) classic books, three (3) crossword puzzles, and Sudoko for travelers
    • Consumers could download via mobile phone or online at

    Teams could look to replicate this concept within their stadium venues (on behalf of corporate partners) or as a unique messaging campaign in the marketplace. For example, teams could leverage their partnerships with airline partners to feature signage inside airports offering free team content (highlight reels, gameday programs, special offers) to travelers as they wait for their flights. This could also be replicated with auto partners (in waiting rooms), grocery store partners, electronics partners, etc.

    Check out Firstbank's terrific airport marketing campaign below:



    The Boost Mobile Knicks Groove Truck Hits the Streets in NYC

    The New York Knicks have teamed up with Boost Mobile to create a mobile tour that serves as a focal point of the team's community efforts. The two entities are partnering on a Boost Mobile Knicks Groove Truck grassroots initiative that brings the excitement of Knicks basketball to the local community and private events.

    The Knicks Groove Truck is a branded box truck equipped with televisions and basketball hoops built into the side, that travels throughout the city hosting basketball clinics, skill competitions, XBOX 360 game tournaments, and free throw and 3-Point shooting contests for fans to enjoy. All participants who engage with the Groove Truck's offerings can win Knicks-branded premium items, tickets, merchandise, and more. The Knicks plan to take the vehicle to 100+ events, including street fairs, festivals, schools, basketball tournaments, and private parties.

    Boost Mobile signed on as the Official Wireless Telecommunications Partner of the New York Knicks in October 2010 and are leveraging their marketing partnership in the community (Groove Truck, player appearances at retail, March to the Garden 3-on-3 tournament, Knicks poetry slam, Knicks Bowl) as well as in-arena with a Boost Mobile Celebrity Row initiative that features Knicks reporter Jill Martin interviewing celebrities seated courtside for games at the Garden. Knicks fans and Boost customers can win opportunities to experience Boost Mobile Celebrity Row and win chances to receive A-list treatment.

    Check out some photos of the truck below. The Knicks did a really nice job teaming up with SkinzWraps to wrap the vehicle and include details about their social media offerings on the back door. The Knicks truly understand the power of social media!