NASCAR and INDYCAR Should Look to Formula 1 For Activation Best Practices

In the world of motorsports, it's extremely important that NASCAR and INDYCAR officials look to benchmark best practices from Formula 1 and other racing organizations around the world. The next few years will prove to be a critical time for both sports, which face a number of key challenges despite showing signs of growth in 2011.

While attendance, ratings, competition, and renewed interest has returned in both sports, several key challenges have emerged that will shape the sports' growth over the next few years. These challenges include demographic shifts, the evolution of the fan/stadium experience, and shifts in fan perception. Particularly, both sports will need to develop aggressive marketing campaigns targeting youth, multicultural segments (Hispanic, urban, etc.) as well as strategic social/digital media plans with a renewed focus on integrating new technologies.

As NASCAR and INDYCAR look to refine their approaches to grow their sport, both entities should look to adopt several tactics from Formula 1 tracks, race teams, and sponsors. The sport prides itself on technology, innovation, high-end experiences, activation, and amenities, and more.

Check out a few videos below that detail the Formula 1 FanZone experience, which includes several tactics that should soon become prevalent in racing in North America!

The F1 FanZone in Abu Dhabi (2011)

The F1 FanZone in Melbourne, Australia (2011)

The F1 FanZone in Abu Dhabi (2010)

Kraft Gets Creative to Engage Consumers Out-of-Home

Teams looking for new ways to leverage Kraft as a corporate partner should take a close look at two (2) of the company's innovative out-of-home marketing executions in recent years. 

In 2010, Kraft teamed up with Monster Media, MediaVest, and CP+B to create an interactive storefront that allowed consumers to see a virtual Kraft noodle smile whenever they smiled. Kraft installed grin detecting systems in ten (10) storefronts across the country that conveyed happiness in noodle form and allowed consumers an opportunity to dictate the interaction simply by smiling. 

Check out Kraft's interactive outdoor display below and consider ways that you can replicate this offering within your venue to engage fans! Examples can include:

• Create a Kids display in the concourse where young fans can smile to see their favorite team mascot smile back
• Create an interactive wall of televisions where fans can smile at virtual headshots of their favorite players and have them smile back at them (or wave, blink, etc.)
• Create an interactive wall of fan faces that change throughout the game based on how well the team is performing

In 2010, Kraft teamed up with Crispin Porter + Bogusky to transport a giant noodle to large outdoor events to provide warmth to fans in a creative way. Prior to games at Lambeau Field, Wrigley Field, and other iconic venues and events, Kraft featured a giant noodle on-hand that was equipped with a heating system to warm fans up in the tailgate lots. The "You Know You Love It" noodle served as an engaging branding play that definitely resonated with fans in attendance. 

This tactic would also work well for teams looking to promote utility partners, pizza companies, and fast-food chains (promoting new menu offerings) in cold environments. Teams competing in warm environments during the summer months could mirror Kraft's OOH tactic to promote "ice cold" products (e.g. feature a giant Coors Light bottle on-site that always stays super cold). 

Check out Kraft's outdoor execution below:

Lambeau Field

Daytona International Speedway

AT&T Park

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:

Qdoba Tailgates in a Big Way at Seahawks Games

As an Official Partner of the Seattle Seahawks, Qdoba Mexican Grill is offering fans in Seattle the chance to win a VIP 12th Fan Tailgate Party.

The ultimate game experience includes (4) Seahawks tickets and parking spots, exclusive access to the Qdoba VIP Tailgate Lounge (which included a private server) for (20) people, and a VIP area that features (3) flat screen televisions, an XBOX 360, comfortable seating, and more!

Fans looking to win the VIP 12th Fan Tailgate Party experience simply have to head to their local participating Qdoba location, swipe their Qdoba Card when purchasing an entree, and automatically be entered to win. Fans can also submit an entry online at QdobaTailgate.com for the chance to win the final Qdoba VIP tailgating party on January 2nd.

Check out a great video that captures the VIP 12th Fan Tailgate Party below - a truly unique experience that can be replicated at many stadiums across the country!

Bring Game Day Experiences to Life With 3D Photo Walls

Sports organizations looking to feature new entertainment options for fans on game day should consider investing in 3D photo walls. These fixtures provide great game day photo opportunities for fans and serve as a means to drive awareness for corporate sponsors.

While 3D photo walls are relatively uncommon in the United States marketplace, they are becoming a well recognized activation piece in global markets. In the United Kingdom, Global Games Sports has emerged as an industry leader producing the 3D photo wall fixtures. The company produces fixtures standing 6-7 feet high that are made of resign and fiber glass. These display pieces run approximately 2,000 euros but are very durable and can be customized to the exact specifications required by teams, sponsors, athletes, and fans.

3D photo walls can serve as a great, engaging way for sponsors to drive team affiliation awareness (via backdrops, props, adjoining signage, etc.) and awareness for jersey sponsorships.

Check out a few examples below: