XFINITY Offers a Chance to Win the Ultimate Sports Social Media Job

XFINITY recently launched a contest to hire an individual who will serve as the brand's voice in the sports social media space and go behind-the-scenes at some of the biggest nationwide sporting events in 2012, sharing exclusive insights and updates with fans. 

The contest, entitled “XFINITY Presents: The Ultimate Sports Social Media Job,” runs from January 11 through March 25 in search of the next sports social media star.

The winner will receive a one-year salary and will be responsible for tweeting from the @XFINITYSports Twitter handle on continual basis,  reporting live from premier sporting events throughout 2012, and educating and engaging avid sports fans in social media communities. In addition to live event access, the winner will also receive all the electronics for the ultimate sports pad, including televisions, home audio/video equipment, etc.

VIDEO SUBMISSION PERIOD

From January 13 - February 6, interested participants can submit a :30-2:00 video that demonstrates why they should win the Ultimate Sports Social Media Job based on their sports knowledge, social media expertise, personality, and passion for XFINITY products and services.

FAN VOTING PERIOD

From February 9 - February 19, the top video submissions will be featured on the contest tab located on the official XFINITY Facebook page for fans to vote on. The video entrants that receive the Top 5 votes will advance to a finalist round where they will have an opportunity to travel to a live sports event and showcase their skills on-site.

FINALIST AUDITIONS

Five (5) finalists will each travel to one (1) of (5) premier sports events the weekend of March 8-11 and will be asked to chronicle their live experiences behind-the-scenes via tweets, Facebook posts, video uploads, etc. A panel of judges will evaluate each of the performances - looking for which finalist does the best job showcasing his/her skills on-site! A winner will be selected by March 25th and will truly win the Ultimate Sports Social Media Job!

The contest will present a once-in-a-lifetime opportunity for one (1) lucky consumer looking for a way to officially launch their career in sports and social media. Check it out by clicking the image below and enter a video submission for a chance to win!

 In full disclosure, the writer (Brian Gainor) worked directly with the XFINITY team to launch the XFINITY Presents: The Ultimate Sports Social Media Job contest. For contest rules and more information, head to the official XFINITY Facebook page here.

POLL: What is the Best Sports Event to Sponsor Around the Holidays?

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!

Sports Business Predictions to Keep an Eye on in 2012

A new year is upon us and while there are many unknowns, especially given the advent of new technologies, I wanted to share a few predictions for 2012 that will be important to keep in mind throughout the year. Hope you enjoy:

2012 Sports Industry Outlook

The sports marketplace will be driven by mobile marketing, social TV, industry consolidation, and globalization in 2012.

Mobile marketing will continue to shape the sports industry as properties and brands look to optimize their mobile offerings, develop robust applications, and deliver content in new ways. Organizations will look to augmented reality, social gaming, and geo-location based services to serve as new means to engage fans. In turn, fans will continue to embrace the TV Everywhere experience and access live, streaming and On Demand content via their mobile phones, tablets, and other devices on the go.

Brands and properties will continue to invest in the social media space as fans gravitate to the notion of social TV creating a communal viewing experience that delivers real-time engagement, insights, and unique vantage points. Properties will sharpen their social media focus in 2012 by developing smarter, more holistic strategies, hiring dedicated personnel, and creating their own monetization models by integrating corporate partners.

The sports marketplace will also be impacted by the effects of industry consolidation, aggressive rights acquisition strategies, and globalization. Networks will continue to form partnerships in an effort to build robust platforms to host premiere events (e.g. Olympics, World Cup, etc.) while teams will dedicate time and resources to build out video content distribution strategies that reach fans across the world.

The London 2012 Olympic Games will be touted as the sports story of the year while the Barclays Premier League, UFC, and college athletics will continue to grow their businesses significantly in new markets worldwide.

In addition, I wanted to share a terrific powerpoint that Tomas Janca created outlining his thoughts and predictions for the New Year. Tomas does a nice job incorporating examples and imagery to support his predictions, creating a nice illustration for what sports marketers can expect in 2012. Check it out below!

Game, Set, Fans: 10 Sports Marketing Trends for 2012

December 2011 Partnership Activation 2.0 Newsletter

Welcome to the December 2011 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

Here is a link to the December 2011 Partnership Activation 2.0 Newsletter.

After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/tg9WZ3

This month's newsletter features a collection of insights, including:

• 20 Non-Traditional Bowl Game Sponsors in 2011-12
• 2012 - GMR Marketing's Social Media Channels
• Ohio University Center for Sports Administration
• 2012 National Sports Forum
• Navigate Research Industry Spotlight
• Barclays 20,000th Goal Celebration
• Sevilla Sells Space on Team Jerseys to Fans
• Adidas Launches an Augmented Reality Initiative in Scotland
• Audi Gives a Nod to the Barcelona-Real Madrid Rivalry in a Commercial
• Oregon Athletics Play Up the Civil War Rivalry
• All Blacks Fans Experience Rugby in a New Way
• The Manhattan Sports Business Academy
• Creativity In the Sports Marketplace
• December 2011 Partnership Activation Rising Stars
• The Old Spice Classic's Social Media Efforts
• A Close Look at the 2011 Grey Cup
• 5 #SportsBiz Handles You Must Follow on Twitter
• 50 of the Most Creative Ideas in Sports Business in 2011
• Zlaty Bazant Beer Encourages Fans to Drink Responsibly
• Baylor IMG Gives Fans a Suite Seat for the Game
• The Western Bulldogs' Capture Their Brand Story
• The New BC Place Showcases the Future of Stadium Lighting
• Red Bull Soars Over Moses Mahiba Stadium
• Four (4) Creative Ways to Engage Fans with Interactive Walls
• Idea Box

Click here to check out the December 2011 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

Forbes 30 Under 30 - Entertainment

I wanted to send a special thanks to Forbes Magazine for the inclusion in their 2011 "30 Under 30" list in the category of Entertainment. It's a true honor to be featured alongside some of the brightest and hardest working individuals in the industry.

I want to also send a special congratulations to industry friend Chris Chaney for making the list as well! If you are not familiar with Chris, he is the CEO of Chaney Sports Group, the Founder of the Ivy Sports Symposium, and one of the most genuine guys in the business.

Thank you to all the readers and avid supporters of PartnershipActivation.com and the Partnership Activation 2.0 Newsletter ... and to all my family, friends, and colleagues at GMR Marketing for their continued support.

Check back to PartnershipActivation.com for more exciting content to come!

Best Wishes,

Brian

Complete List of NHL Team Youtube Channels

Looking for multimedia best practices from across the NHL?

Enclosed below is a list of all the NHL teams' official YouTube channels and/or video channels:

NHL YouTube / Video Channels

• NHL
• Anaheim Ducks
• Boston Bruins
• Buffalo Sabres
• Calgary Flames
• Carolina Hurricanes
• Chicago Blackhawks
• Colorado Avalanche
• Columbus Blue Jackets
• Dallas Stars
• Detroit Red Wings
• Edmonton Oilers
• Florida Panthers
• Los Angeles Kings
• Minnesota Wild
• Montreal Canadiens
• Nashville Predators
• New Jersey Devils
• New York Islanders
• New York Rangers
• Ottawa Senators
• Philadelphia Flyers
• Phoenix Coyotes
• Pittsburgh Penguins
• San Jose Sharks
• St. Louis Blues
• Tampa Bay Lightning
• Toronto Maple Leafs
• Vancouver Canucks
• Washington Capitals
• Winnipeg Jets

BP Brings Fans Closer to Team USA Athletes with an Innovative Augmented Reality Initiative

As an official sponsor of the U.S. Olympic Committee, BP recently released an innovative new augmented reality campaign that gives consumers a chance to face-to-face with some of the world's best athletes. BP teamed up with nine U.S. athletes to develop an interactive trading card series that will be included in the December 19th issue of BusinessWeek and featured on BP's website.

Consumers who download the trading cards can hold them up to their computer screen or a mobile phone camera and see them come to life as the athletes digitally appear in front of the user with exclusive training tips and information about themselves and their sports.

U.S. Olympic and Paraylmpic athletes featured in the exclusive trading card series include:

• Lolo Jones - Track & Field, 100m Hurdler
• Tatyana McFadden - Paralympic Cycling, Wheelchair
• Sanya Richards-Ross - Track & Field, 400m Sprinter
• Bryan Clay - Track & Field, Decathlon
• Rudy Garcia-Tolson - Paralympic Swimming, 100m and 200m Swimmer
• Jonathan Horton - Gymnastics
• Jerome Singleton - Paralympic Track & Field, 100m and 200m Sprinter
• Rebecca Soni - Swimming, 100m and 200m Breaststroke
• Matt Stutzman - Paralympic Archery

Check out BP's augmented reality trading card series here and learn more about their commitment to Team USA on their official Facebook page.

Bronco Sports Properties Give Field Board Signage a Creative Treatment

In the college athletics space, it's always refreshing to see properties creatively customize standard pieces of inventory to deliver extra value for corporate partners.

Bronco Sports Properties recently helped the Idaho Potato Commission generate incremental value and exposure from their title sponsorship of the Boise State vs. TCU game by featuring an unconventional piece of signage in each of the endzones of its stadium.

Kenny Keblaitis and the Bronco Sports Properties team generated buzz by placing a 5' x 3' sign resembling a giant sack of potatoes between two branded field boards in each of the stadium's TV visible endzones. The brilliant awareness tactic spanned 19' in total length and served as a great way to complement the Idaho Potato Commission's other branding tactics taking place in-stadium.

Check out the creative awareness below:

The University of Florida Student Ticket Office Thanks Fans for Their Loyalty

Numerous opportunities exist in the sports space for teams and corporate partners alike to reward loyal fans for their perfect attendance during a season. While most professional organizations will periodically honor fans who have been season ticket holders for 10+ years, very few go the extra mile to thank fans for their commitment on a regular basis.

The University of Florida Student Ticket Office recently thanked season ticket holders for their loyalty with a simple, yet impactful gesture that should be replicated throughout sports. Travis Leyndyke and his team in the UF Student Ticket office emailed all ticket holders who had their tickets scanned for every home game during the 2011 football season to thank them for their support.

Fan congratulatory emails can serve as a great platform to integrate corporate partners as well, as they present an opportunity to tap into the University/team's most avid fan base and sincerely acknowledge/reward them for their support. Properties can also consider creating a virtual wall on their official website that features all fans who had perfect attendance throughout the season (a platform that could be sponsored by a brand who provides an exclusive promotional discount/reward).

Check out the University of Florida's email communication below and consider new ways that your property can acknowledge fans firsthand for their support!

Reebok Uses 3D Art to Promote CrossFit

In recent months, 3D art has become a popular, non-traditional tactic for sports properties and their corporate partners to generate awareness in a fun way. As entities continue to mine for new ways to "escape the clutter" on game day, 3D art has proven to be a creative solution that surely generates the impressions that brands are looking for.

Reebok recently turned to 3D art to promote the CrossFit Games, its supported fitness program. CrossFit is a strength and conditioning program and licensor of 3,000+ gyms that is gaining interest and traction with fit consumers worldwide. Reebok partnered with two legendary 3D artists to create the largest ever 3D street art display and set an official Guinness World Record.

The result? Reebok and Joe and Max created a 1,160.4m 3D art display at London's West India Quays, Canary Wharf that generate a significant amount of interest. Reebok turned the exhibit into an engaging display by allowing public onlookers to participate in a Reebok CrossFit workout of the day on top of the artwork - a truly memorable experience.

Check it out below:

November 2011 Partnership Activation 2.0 Newsletter

Welcome to the November 2011 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

Here is a link to the November 2011 Partnership Activation 2.0 Newsletter.

After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/tKW46y

This month's newsletter features a collection of insights, including:

• 20 Digital/Social Platforms to Utilize in 2012
• The Baylor Bold Rewards Program
• 7 Key Insights from the World of Sports Media & Technology
• The 2012 National Sports Forum
• The Emergence of Social TV
• Asics' Run with Ryan Campaign
• Long Beach State's "Like Us" Campaign
• Betfair's QR Cuts Initiative with Bromley FC
• ESPN UK's New Soccer Augmented Reality Feature
• The University of Michigan's Jet Pack Delivery
• Contrex's Cycling Initiative
• A Look at BeerToasts.com
• The November 2011 Partnership Activation Rising Stars
• The Phoenix Suns' Top Facebook Fans App
• Tailgate Lot Activation
• A Close Look at Preparations for the 2012 London Olympic Games
• 50 Ways to Leverage Automobile Partners In-Venue
• Five #SportsBiz Profiles You Must Follow
• Manchester United's Tribute to Sir Alex Ferguson
• The Winnipeg Jets Deliver a Truly Exclusive Corporate Partner Experience
• ING's Pop-Up Finish Line Displays
• The Montreal Canadiens Celebrate Team History
• Betfair Lets Fans Skydive While Betting on Soccer
• Four Ways to Take Your Kids Club Efforts To New Heights
• Idea Box

Click here to check out the November 2011 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

The Walleye Create Compelling Awareness Strategies for their Corporate Partners

In today's economy, it's essential that sports properties get aggressive with developing creative marketing and sales strategies to attract partners from non-traditional categories. A great example of this is the Toledo Walleye, who recently attracted a regional company called Cleaner & Dryer Restoration to come on board as a corporate partner after pitching them on a unique awareness driver in-arena.

The Walleye created an eye-catching visual at several water fountain stations located throughout the team's arena that made it appear that there was a bad spill. As event attendees passed by, many tried to avoid the "spill", only to realize that it was a creative branding tactic designed to promote Cleaner & Dryer Restoration's flood and fire cleanup and repair services. The awareness tactic has been very well received by the client, the team, and fans, and hopefully will just be the launching pad for more creative marketing ideas to come.

Check it out below and consider new ways that your organization can help brands think out-of-the-box within the stadium/arena setting!

A special thanks to Megan Hunyor of the Toledo Walleye for her insights and contributions to this column!

The Islanders Celebrate Military Night with a Special Ceremonial Puck Drop

The New York York Islanders recently generated excitement around their Military Night festivities by calling on staff Sgt. Matthew Zimmerman of the Air National Guard to lower down from the rafters to drop the ceremonial puck at center ice.

The unusual spectacle drew a loud applause from all fans in attendance and served as a creative way to showcase and celebrate the skills of the Armed Forces.

Check out a visual of the ceremonial puck drop stunt below:

Webinar Alert: "Measuring Sponsorship ROI"

Sports Business Colleagues,

The team at Navigate Marketing is hosting a terrific webinar on "Measuring Sponsorship ROI" on Wednesday, November 16th at 12pm CST and I wanted to take a moment to encourage you to attend/participate.

The Navigate team, including AJ Maestas, Dr. Mark Friederich, and Matt Balvanz will provide webinar participants with an in-depth look at the various ways ROI is being measured and calculated in the sports and entertainment sponsorship space.

With measurement playing a key role in all phases of the sponsorship life cycle, it's an extremely valuable session that will surely pay dividends for you and your organization.

The team will specifically be discussing a number of topics, including:

• Bounceback and Sales Tracking
• B2B Hospitality Tracking
• Market Research Driven ROI Estimates

Click here for more information: http://navigatemarketing.com/services/navigate_webinars/

If you have any questions about the webinar, feel free to reach out to Chris Todd at ctodd@navigatemarketing.com.

I look forward to hearing your personal feedback about the webinar!

Best Wishes,

Brian

The Lightning Generate Buzz With Tampa International Airport Travelers

The Tampa Bay Lightning recently announced an unprecedented partnership with the Tampa International Airport that is designed to reward travelers, drive incremental interest in the team, and help grow the local tourism economy.

The Lightning and Tampa International Airport officials are partnering on several initiatives that will surely generate buzz amongst city residents and tourists traveling through the airport:

• Promotional Contests
  • Beginning Tuesday, November 1, one person who parks in the Tampa International Airport designated parking lots will win a free four-pack of tickets to a Lightning game at the St. Pete Times Forum (the winner will be chosen randomly each day at the exit)
  • The Lightning gave away two (2) pairs of round-trip tickets on Edelweiss Air (the airport's newest International carrier) as part of its new "Seek the Seat" promotional initiative on Twitter

• Branding Tactics
  • The Lightning wrapped a shuttle that connects the main terminal to Airside A with an eye-catching "Go Bolts" creative design
  • The voice of Lightning captain Vinny Lecavalier greets passengers on the Airside A tram as they head to and from the main terminal

Check out the Lightning's "Go Bolts" Airside A tram wrap below and consider ways that your sports organization can partner with a local airport authority and effectively market to millions of airport travelers each year!

A special thanks to Caryn Switaj for her insights and contributions to this column!

Party City and the NY Giants Team Up to Celebrate Halloween

Retail partners looking for new, creative ways to leverage their team partnerships should consider benchmarking a recent initiative implemented by Party City and the New York Giants.

Party City partnered with the Giants to feature a contest on the team's website that gave fans an opportunity to vote for which Halloween costume rookie linebacker Mark Herzlich would wear on the team's official visit to a local hospital.

Party City promoted the initiative by inviting several veterans on the Giants roster to visit a local Party City store location and pick out Halloween costumes for all of the team's rookies to wear to the event as well. The retailer did a terrific job capturing footage of the event, as the players seemed to have a great time picking out embarrasing Halloween costumes for their peers, with some even trying them on in the store.

The footage is a great publicity piece for Party City as it demonstrates to consumers firsthand that Giants players do in fact frequent their stores and has viral potential! Party City could easily repurpose the content to feature on the jumbotron during the game, on Giants.com, or via social media.

Check it out below:

MetLife Creates a Memorable Halloween Event for Giants Fans

Holidays throughout the calendar year present an opportune time for brands to leverage their corporate partnerships in ways that truly capture the interest and attention of fans. However, during planning cycles, holidays are oftentimes forgotten as brand marketers focus on activating around key game dates throughout the season - a huge miss. 

MetLife recently did a tremendous job teaming up with Van Wagner Sports and Entertainment to create a memorable Halloween experience for fans attending the Giants-Dolphins game at MetLife Stadium on Sunday, November 30th. MetLife generated buzz around its gate entitlement (the MetLife Gate) by featuring a number of elements and festivities on-site, including:

• New York State's largest pumpkin (1613 pounds), equipped with MetLife Stadium branding
• Pumpkins featuring images of the 1986 Giants team (honoring the 25th anniversary of the team's Super Bowl Championship)
• MetLife branded pumpkins

A special thanks to Peter Honig for his insights and contributions to this column!

Stadium officials also hosted a Halloween costume party at one of the MetLife Stadium gates the week prior when the Jets hosted the Chargers on Sunday, October 23rd. Check it out below:

October 2011 Partnership Activation 2.0 Newsletter

Welcome to the October 2011 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

Here is a link to the October 2011 Partnership Activation 2.0 Newsletter.

After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/rmRwRk

This month's newsletter features a collection of insights, including:

• A List of the Top Paid Global Athletes in 2011
• SportShadow.com
• Adidas' New Marathon Face Cam
• Best Practices from the National Hockey League
• The Tampa Bay Lightning's New Microchip Technology
• Navigate Marketing Spotlight: The Impact of Conference Movement on College Sponsorships
• Adidas' New UEFA Ultimate Access Campaign
• Heineken Starvision
• Tottenham Hotspur's New Augmented Reality Offerings
• Iowa State's Social Billboard Campaign
• BMW Mini's London 2012 Olympics PR Stunt
• Activ8Social's #Sports Newsletter
• Creativity in the Sports Marketplace
• October 2011 Partnership Activation Rising Stars
• Mastercard's Witnessing History Social Media Campaign
• Creating Powerful Marketing Messages Using Statistics
• A Close Look at the 2011 MLB Playoffs
• 5 #SportsBiz Twitter Handles You Must Follow
• The NFL's Breast Cancer Awareness Efforts
• Manchester City FC's Family Zone Activation
• The Portland Timbers' 2012 Fan Draft
• Women and Kids Invade Istanbul Soccer
• The Tampa Bay Lightning Use Coils to Create Lightning In-Arena
• Audi Lets Fans See What Life of a Le Mans Driver Is Like
• Creatively Using Time Lapses in Sports
• The Throwable Panoramic Ball

This month I want to encourage you to consider checking out Navigate Marketing's upcoming webinar on "Measuring Sponsorship ROI" - to be held on Wednesday, November 16th at 12:00pm EST. The session will be extremely valuable and certainly is a hot topic of discussion that we can all learn more about. Please check out the details about the webinar in the October Newsletter and reach out to Chris Todd at ctodd@navigatemarketing.com for more information.

Click here to check out the October 2011 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

Adidas Supports the All Blacks with an Impressive Projection Display

Adidas recently demonstrated its support for the All Blacks during the 2011 Rugby World Cup by displaying an incredible team-themed video projection on the back of the St. James Theatre in Auckland, New Zealand. The projection, which incorporated 3D mapping technology, spanned 20 meters high, creating a spectacle that fans could see from far distances away.

To pull off the impressive projection stunt, adidas allowed the team's fanbase across the world to "Stand in Black" and submit photos, videos, and inspirational messages that were incorporated into the display as a fan mosaic.

Check it out below: