Magic's "Name that TV Tune" Campaign

Are you looking for new ways to leverage electronics partners? Are you looking for new ways to entertain fans during periods of play?

The Orlando Magic featured a humorous "Name that TV Tune" video board segment that served as a fan-favorite during games in the '08-09 season. The Magic created a few simple vignettes featuring players and dance team members trying to sing the words to a recognizable tune on their iPod (with iPod imagery in the background).

The vignettes serve as a great way for sports organizations to integrate electronics retailers/manufacturers and music companies in a seamless, memorable in-game setting. Depending on the partner, properties can easily replace the iPod (featured in the videos below) with a state-of-the-art cell phone, computer, television (karaok...

Dunkin' Donuts Endurance

Are you looking for new ways to leverage Dunkin' Donuts as a corporate partner? Are you looking for creative ways to leverage signage giveaways and other premium items?

Massivemedia recently executed a terrific guerrilla marketing campaign on behalf of Dunkin' Donuts at a recent major endurance event. Massivemedia featured a sign station where fans could place customized messages on "You Kin' Do It" signs and had a Dunkin' Donuts on-site to engage with consumers.

Check out some pictures of their activation below as well as some links that detail some of Massivemedia's related grassroots campaigns that have been executed on Dunkin' Donuts' behalf:

Dunkin' Donuts Cap Distribution at the NYC Marathon - Click Here

Dunkin' Donuts Coupon Sampling - Click Here...

Charles Schwab's Talk to a Pro Campaign

Are you looking for new ways to speak directly to high class, middle-aged consumers? Are you looking for new ways to leverage sports without spending large sums of money on official partnership agreements?

Charles Schwab, the Official Investment Firm of the PGA Tour and the Champions Tour, recently launched a creative messaging campaign that speaks directly to its middle-aged, affluent consumer base. The company created a "Talk to a Pro" campaign that enables consumers to receive a series of tips from Tiger Woods' swing coach Hank Haney.

Schwab is supporting the campaign with the messaging philosophy that states "Whether you need help with your investments or your golf game, sometimes it helps to talk to a pro."

The exclusive Hank Haney video series features five (5) vignettes ...

adidas Makes a World Cup Splash in South Africa

As the world prepares for an exciting 2010 World Cup showdown in South Africa, adidas is already capturing the marketplace with a creative mobile marketing program that is uniting citizens of South Africa by having them sign a giant jersey. To drive awareness for the initiative, adidas is creating a video series that chronicles the jersey tour's jersey and capturing consumer engagement along the way.

Check out a preview below:

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership ...

Brian Gainor of Partnership Activation compiled a top 10 list of the best sports billboard themes of 2009. The deck is filled with a collection of tremendous out-of-home marketing ideas that will help you grow your brand. With billboards becoming an integral part of the marketing mix, this is a must-see!

10 Best Sports Billboard Themes Of 2009View more presentations from Brian Gainor.

Betfair Gives Man-U fans media exposure

Are you looking to create new, memorable experiences for fans? Are you looking to implement a new promotion that has yet to be executed in the United States?

Betfair, an official sponsor of Manchester United, recently announced a tremendous promotional offer that encourages the club's fans across the world to show their support. Betfair is offering a "Get Behind United" promotion that will give Manchester United supporters the opportunity to show their avid support to millions across the world by having their photos featured on interview board backdrops and perimeter field board signage at Old Trafford.

Betfair, the world's first betting exchange, simply requires fans to submit a photo of themselves expressing their support along with their name and contact details on the Get Behi...

Volkswagen pushes fuel efficiency at the Chicago Marathon

Are you looking for new ways to make an impact on race day? Are you looking for ways to use sports to drive home fuel efficiency messaging?

As brands look for creative ways to leverage endurance events, many should take a page out of Volkswagen's playbook for the 2009 Chicago Marathon. Volkswagen was looking to promote the 42mpg fuel efficiency of the Jetta TDI Clean Diesel vehicle and decided to partner with super-athlete Dean Karnazes to send home a powerful message to viewers, onlookers, and brand enthusiasts.

To sell home the fact that the TDI Clean Diesel vehicle doesn't stop at 26.2 miles per gallon, Volkswagen asked Karnazes to not stop at 26.2 miles (1 marathon) either. In fact, they tasked him with running a distance equal to 2 straight marathons (52.4 miles). Along the w...

Amtrak Provides Special World Series Rides for the Phillies and Yankees

Are you looking for new ways to leverage a corporate partner specializing in transportation services?

The 2009 World Series between the New York Yankees and the Philadelphia Phillies was being called by many the "Amtrak Series", a dream scenario for the inercity passenger rail operator. With New York serving as its busiest train station and Philadelphia's 30th Street Station ranking 3rd, Amtrak did everything in its power to capitalize on the moment.

Amtrak serviced chartered trains for the Yankees and Phillies organizations to travel to play their World Series games on the road. When the two (2) opponents faced off in the 1950 World Series, they opted for a similar route of travel due to its convenience. Check out a quick clip of some prominent Yankees players traveling through t...

Coors Light Offers the Race to Refreshment...

Are you looking for ways to leverage a beverage company around an endurance-related event? Are you looking for new ways to integrate alcoholic beverage companies?

Coors Light is capitalizing on the buzz around the 2009 ING New York City Marathon by partnering with the New York Road Runners to offer a creative "Race to Refreshment" promotion for NYC residents and visiters to enjoy. The promotion enables consumers who stop in ten (10) participating establishments across the NYC boroughs to receive a commemorative medal for finishing.

At each stop, participants must collect two (2) official Race to Refreshment stickers from each of the five (5) boroughs and securely place them on an official pamphlet. Once all ten (10) stickers have been received, consumers are asked to mail the form...

Bring Your Stadium's Stairs to Life

Are you looking to provide incremental inventory for corporate partners? Are you looking for new ways to leverage sonic branding at your venue?

Sports organizations looking for new ways to enhance the gameday experience via branding should take note of the piano stairs craze circulating around the world. If you have not seen the clip yet (shown below), Volkswagen decided that it would change consumer behavior (taking the escalator vs. the stairs) just by making a staircase "more fun".

The result? Volkswagen's plan worked. After the company worked with DDB to transform a staircase in Stockholm's Odenplan subway station into a giant piano (that played music as people stepped on the stairs), 66% of persons chose to take the stairs. Check it out below:

Sports representatives sh...