More good ideas seem to be coming in pairs these days…here are another few that make good sense…
Majoring In The Minors: The Memphis Redbirds, like most other organizations, are trying to find ways to activate and engage their fans with social media that makes good sense. So their idea? write it down. The first 500 fans through the gates that use Twitter can write down their Twitter username, allowing the Redbirds to follow them. Prior to the game, a Twinterview will be held with one of the Memphis Redbirds players. Twitter handles from each player will also be included on their headshots on the Redbirds’ new video board. Fans will be encouraged to take a photo from where they sit at the ballpark and share it on Facebook. Adding their seat location to the picture caption will give them a chance to win a social media themed prize during the game. One fan will also receive a prize pack that includes a bird watching book, a team-signed hashtag and a box of figurines containing 140 characters.
Nothing flashy, but certainly fun and a good way to measure the social engagement of their clientle. Low cost and effective way to build a data base while giving something back.
USTA Grabs A Carrier: The US Open Series has always been a good idea to unify the lead up tournaments to the US Open, but monetizing it and activating against it has always been a bit of a struggle. Tournaments still like to control their own signage and sponsor categories, so the USTA has either had to buy out a category or create one that was above the norm for a local tournament. Olympus, looking to find a way to continue to crack a tough market, came through as title sponsor for the series, but they have since left the fold. So last week the USTA announced that Emirates Airways would be coming on as title sponsor.
The announcement raised eyebrows in some circles, while other more traditional marketers held their breath for a backlash, presenting a Middle eastern Airline in such a prominent role across the United States, and with a sanctioning body that is part of the USOC. Thankfully no backlash came. Unlike a controversial move by Allianz to become the title sponsor of the New Meadowlands Stadium a few years ago (the company had been accused of assisting the Nazi’s during World War II and Jewish groups were very mush opposed to the placement as a constant reminder of the atrocities committed by the Nazi’s), Emirates has been slowly and steadily engaging not just in sports but in entertainment sponsorships across the United States for several years. They supported the Breeder’s Cup successfully with sponsor dollars and activation around the event, and now will probably put much needed dollars and platforms around a tennis series which needs some new brand lifting. The airline is growing in access in this country, and getting associated with a mainstream, well respected sport like tennis and its clientle makes great sense for all involved. The airline has been above reproach on its marketing tactics in the United States, and has learned what is effective in pulling the U.S. consumer. If successful it will be the next stage in engagement by non-American brands in American sport, as we become more global in thought while addressing needs locally. Tennis, even in America, is a global sport, and this partnership addresses that global view.
