Better Sponsorship. Better Activation. Papa John’s.

September 7, 2011

Many sponsors have scrambled to put together a successful campaign as soon as the NFL resumed business, and you would be hard pressed to do a better job than Papa John’s has. With a large influx of eyeballs in such a short amount of time, the official pizza sponsor of the NFL took full advantage.

To build the brand’s loyalty program, Papa Reward members (already 1,000,000 strong), and new fans who sign up at PapaJohns.com will be put in a drawing to receive one of 60,000 free pizzas each week during the regular season. Marketing for the promotion includes digital advertising on NFL.com, both home page and banners, social media, e-mail, and in-store marketing. However, the most noteworthy banner placement is in NFL.com’s Fantasy Football Draft rooms. With at least two drafts per minute, ten to twelve users per draft, and drafts lasting for at least an hour, Papa John’s was able to gain countless impressions that has given them and edge among brands before the NFL season has even started.

Well played Papa John’s, Marketers will be sure to keep an eye on your campaign among the many in-season promotions.

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Tweet for a Ticket

June 28, 2011

Today, Social Times wrote a piece on Cyber Lion Grand Prix winner Pay With a Tweet. The company allows you to do exactly what it sounds like, put your product up for “sale” for social currency. “If a customer tweets about your product, they get it for free, and you reap the promotional benefits of their tweet.” Pay With a Tweet came to life when Leif Abraham and Christian Behrendt were looking for a new way to promote their book. They say, “No one really knew who we were or how to find the book…we decided to give away the book for free as long as the person tweeted about it.”

With Sports organizations making a push to become immersed in Social Media, this would be a wise practice to pursue. While it might not be financially lucrative to “give away” tickets, teams can certainly offer dramatic discounts for a tweet. The “pay with a tweet” system could certainly apply to Facebook, allowing fans to pay by posting on their Facebook wall to tell their friends about the tickets, the promotion, and the team.

The Oakland Athletics have developed a Follow and Save campaign that loosely mimics the “pay with a tweet” concept; for 1 week every 100 followers the Athletics gained, the discount price on Field Level tickets for a specific game would increase by $1. The initial campaign showed promising results; the Athletics’ official Twitter account (@Athletics) increased from 18,118 to 18,690 from June 13th to June 20th, an improvement of 572 fans (rounded up to 600) that resulted in $6 off per Field Level ticket for the July 4th game. [Note: The @Athletics twitter account has 19,300 followers as of 6/28]

The Florida Marlins have one of the lowest average home attendance figures as well as the least followers on Twitter among MLB teams (@Marlins – 8,125 followers as of 6/28), they would be a prime candidate to employ a “pay with a tweet” campaign to boost ticket sales, attendance, and social media contacts. This would also be an interesting initiative for the team with the most Twitter followers in MLB (@Yankees – 389,650 followers as of 6/28) as well as a Minor League organization, such as the AAA Sacramento RiverCats (@Rivercats – 6,165 followers as of 6/28).


Interactive McMarketing

June 23, 2011

 

McDonald’s created a brilliant billboard in the city of Stockholm, Sweden. This “Pick ‘n’ Play” campaign was experimental but returned huge results for the company.

As you see in the video, users connect with the billboard using their smartphone, without having to download additional software (big perk!) The user is prompted to pick their favorite McDonald’s snack to begin, and then play a game of pong on the billboard using their smartphone to control their paddle. If the user wins the game, a coupon for a free snack that they chose is sent straight to their phone.

Team executives would be wise to follow this excellent interactive marketing strategy and apply the concept to their home stadiums. Those tailgating or entering the stadium would gladly participate and play the game on the billboard, especially if they could get something for free out of it. Team sponsors can creatively integrate their product or service into the game, and teams would have the option to rotate every game or series to maximize their partnerships and revenue opportunities.