Manchester City and Jaguar Team Up for An Entertaining Halftime Promotion

Manchester City FC recently teamed up with Jaguar to create a pretty thrilling form of halftime entertainment for fans to enjoy that can be replicated in most other major professional sports.

The game, called Boot the Boot, tasks select fans with attempting to kick soccer balls from a distance into the trunk of a Jaguar that is parked within the corner tunnels of Etihad Stadium at the playing level (a trunk is commonly referred to as a boot in Europe). The promotion is perfectly suited for in-game entertainment because it adds a level of excitement while seamlessly integrating the Jaguar brand into the experience.

A similar promotion can be replicated in several additional sports, including:

1. Baseball - MLB/MiLB teams can task fans with throwing a baseball from 2nd base (or the outfield) into the trunk of a car (one-hopping it along the way)

2. Basketball - Teams can task fans with trying to throw a full-court pass into the trunk of a car for the chance to win free parking for a section of fans at the game

3. Tennis - Tennis officials can task fans with trying to hit 5 of 10 tennis balls into the trunk of an automobile located at courtside for the chance to win a free lease for a year

4. Football - Teams can ask fans to attempt to throw a 30-40 yard pass into the trunk of a car (located along the sidelines) for the chance to win a free lease for a year

Check out the MCFC-Jaguar "Boot the Boot" promotion below and consider new ways that your organization can integrate automobile partners in a fun, memorable way for fans!

Land Rover Challenges Fans With Activation at the Dubai Rugby Sevens

In December 2010, Land Rover signed on as an Official Partner of the Emirates Airlines Dubai Rugby Sevens and leveraged its affiliation with several terrific fan engagement initiatives. Land Rover announced the partnership in conjunction with a global announcement that it would serve as an official sponsor of the Rugby World Cup 2011 in New Zealand.

The Land Rover display at the Rugby Sevens featured a number of an interactive rugby-related games, including a Land Rover Scrum Down Challenge, Wheel Spin Challenges, and a Big Boot Challenge. Land Rover offered all participants a chance to enter to win a free Land Rover for a year.

Land Rover Scrum Down Challenge

The Land Rover Scrum Down Challenge truly tested the strength of rugby fans. Teams of consumers were challenged to see if they could push a Land Rover using a rugby scrum machine.

Wheel Spin Challenges

The Wheel Spin Challenged tested the passing accuracy of rugby fans. Consumers were challenged with throwing passes through a series of spinning car wheels.

Big Boot Challenge 

The Big Boot Challenge featured a select number of rugby players from the UAE competing to see who could drop kick a rugby ball through the goal posts during an on-field competition.

The Rugby Sevens attracted 120,000+ fans over a three-day span from December 2-4, 2010. As one can tell from the pictures depicted above, many rugby activation tactics can be applied in the NFL and college football (and vice versa). Check out a full video recap of Land Rover's Rugby Sevens activation below:


Are Your Bathrooms Interactive?

Are you looking for new ways to engage consumers in the bathroom? Are you looking for non-traditional ways to leverage partners in the auto category?

In 2008, Mini Cooper devised a unique guerrilla marketing strategy to grab the attention of consumers using the urinals while out on the town. One unlucky person was tasked with gluing mini cones inside the urinals, setting up a "Test Your Handling Skills" competition for all users later that night.

When consumers went to use the bathroom they were met with the "Test Your Handling Skills" messaging and the skill cones competition. The creative campaign served as a great way to grab the attention of consumers in crowded settings, etc.

What are some sports implications here? This concept can easily be applied in many respects to the sports marketplace, especially for brands looking to escape the stadium clutter. Teams can consider tying in corporate partners through:

  • NBA/MLS organizatons - "Test Your Dribbling Skills"
  • NHL organizations - "Test Your Puck Handling Skills"
  • NASCAR - Feature urinals that mirror Mini Cooper's execution (or feature an oval)
  • NFL organizations - "Cone Drill'
  • MLB organizations - "Round the Bases"