Fergy Sports

Loyalty Programs

FergySports — Thu, 08 Apr 2010 18:38:32 +0000

Great article from Promo on developing loyalty programs. Excellent ties to sports sponsorships through cross-branding and competitive elements that lend themself to participation with the team.

When Building Loyalty: Think Like a Gamer

Apr 1, 2010 12:00 PM, Patricia Odell

An emerging concept called gamification may just be the jolt the loyalty space needs to shake off the cobwebs and become vital again.

Gamification takes lessons from the gaming community and applies them to loyalty programs. The idea is to apply human sciences in a social way in order to connect loyal customers with one another.

“Understand that things like status, play, the social aspect and goal achievement are all part of being human beings,” says Barry Kirk, consumer loyalty practice leader for Maritz Loyalty. “As marketers, we’re trying to get people’s attention and connect to them in a meaningful way, and games are exceptionally good at doing that across all age levels.”

TRY THESE GAME MECHANICS IN YOUR NEXT LOYALTY EFFORT:

Social Points

Points given by consumers to consumers to acknowledge their contribution to the brand experience, usually in a social way, such as by posting messages or voting online.

Leaderboard

Lets people see who the top earners are and who is most engaged.

Collecting

Human psychology drives us to collect sets. Use sets to get customers to earn points. For example, require stays at different hotels in a chain or the use of a credit card at three separate places — a grocery store, gas station and restaurant — during one payment cycle. “If you put them in a set, it increases the likelihood that people will try them that way,” Kirk says.

Final Boss

At the end of each level of play, gamers are thrown one big task to overcome before they can move on. Apply the same to a loyalty program. Once a certain number of points are earned, pose a challenge before upping status, like requiring the use of a credit card within 30 days in six places the cardholder has never used it before.

Exchanges

Allow members to exchange value or points with one another. One program lets people post a memory about the way they used points in the program — taking a trip, for example. Others can then comment on that and exchange information, which adds value to the program and gets people more engaged.

Personalization

When gaming, players often create and personalize the characters they play with, creating ownership in the experience. Allow members to personalize a selection of rewards, or how they earn points, or their Web experience.

“If you can get marketers to master these ideas you could see a real change in their programs,” Kirk says.

TIP: How to think like a gamer

Gaming has a lot to offer loyalty programs:

1. See yourself as a game designer, not a loyalty marketer. The program should be engaging, fun and social in some way.
2. See your customer as a player, not just someone who buys your products or services and you want them to buy more. Make it a game. Make it fun.
3. Set the rules and tell loyalty members how to play.

P&G Sponsors Moms

FergySports — Tue, 23 Feb 2010 20:22:33 +0000

P&G may be the premiere packaged goods company in America. Their people are at the top of the business. In the world of retail, P&G is on the leading edge of product display. I have seen them take over an entire aisle just to make sure the products are properly merchandised. P&G also has a long and storied history in brand advertising. From show development to award-winning creative, P&G practically has their own wing in the halls of broadcasting.

So the “Proud Sponsor of Moms” Olympic campaign has left me wondering if the program might have drifted afar. First, P&G signs a $10mm deal that takes them through 2012 Summer Olympics. They sign several athletes to help them promote their top household and beauty brands. Then they create the sponsor of moms campaign which has been running during the games. P&G has backed it up by underwriting some expenses for athlete’s mothers to attend the Olympics as well as sponsoring the family house in Vancouver. While the campaign is endearing and may provide one of the most touching ads of the games, there seems to be some kind of disconnect in the integration. What seems to be missing is synergy and activation. POS is clearly absent in some notable chains and the only consumer activation I have seen is a microsite Thankyoumom.com which offers additional mom-inspired commercials and a sentimental acknowledgement option for consumers to send their mothers. It just does not tie together. I get the sinking feeling that there may have been too many cooks in the marketing kitchen on this campaign.

The elements of the P&G Olympic campaign are not connected. For example, P&G is heralding mothers, yet has not sponsored a mother. All of the athletes they originally signed are childless. 20 mothers competed for the US team in the 2008 games and 6 are currently competing in Vancouver http://www.momsoutloud.com/content/you-go-girls-6-amazing-2010-olympic-athletes-who-are-also-moms. While they may not have the cache of Lindsey Vonn, they do make a connection with the creative and offer a very compelling merchandising proposition. To be fair, the Olympics are a sponsorship gamble when it comes to athletic endorsements. P&G also sponsors Lindsey Jacobellis who failed to complete her run in the snowboard cross. In a recent release, P&G picked up an additional 10 endorsements which include two of the Olympic moms http://newsblaze.com/story/2010010706354800002.bw/topstory.html. It remains to be seen if they will tie the sponsorship to the mom campaign. An ideal candidate would have been Jenny Potter of the US Hockey Team – a true “hockey mom” that offers many creative activation concepts. The US women’s hockey team is favored to medal and could lend itself to a favorable comparison to the 1980 “Miracle” hockey team that is celebrating the 30-year anniversary of winning gold.

It seems that P&G went the slick Madison Avenue route rather than the grassroots “Thanks Mom” approach. They are running the same ad on a high-frequency schedule and some early reviews have been a little chippy on the BRANDWEEK web board http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i550e90cd48d89b8ce78660b3fc0da37e?pn=2 . It may have been more effective to have a montage of commercials featuring Olympic moms as well as mothers of athletes. Home video clips would also be an effective way of showing that every champion had to start with a mom shuffling them off to practice. It certainly works for those NBC Sports features. I literally have to have a box of Kleenex handy for my wife and daughters when those air!

P&G may be holding their cards until after the games to activate their sponsorships. This allows a clear and concise picture of the athletes they want to congratulate and those they would rather forget in the their merchandising. It seems that, in the application of the mom campaign, they may have missed the boat. The world’s eyes are upon Vancouver for the next week and I have yet to see any publicity for the support of mothers P&G has already committed. Considering it is one of the most altruistic sponsorships of the Olympics, it would be a shame for it to also be one of the biggest secrets of the games.

Rock’n the Tiara

FergySports — Sat, 20 Feb 2010 05:05:42 +0000

I just love the Olympics. The branding and marketing parallels are too numerous to list, however, most see the advantage of aligning with a winner on the world stage. This year I have really tuned into the relevance of the games during one of the most chaotic periods in our lifetime. The Olympics are like a blast of optimism during the most cynical of times.

I have been interested to see how America’s youth are responding to the games. This is the generation that has been bathed in the electronic landscape. Playing outside has been replaced by X-Box, sending a letter was replaced by email and then abbreviated to texting. Media is now delivered to our phones and information can be downloaded at the stroke of a finger. So I have been intrigued to see how these Millennials (as Lisa Orrell has named them) have taken over the games. From megastar Sean White rock’n the snowboard half-pipe to the effervescent charm of Julia Mancuso as she rocks her tiara on the alpine ski courses, these Gen Y athletes have become the media darlings of the Olympics. It is the irresistable charm of youth, athleticism and being draped in the red, white and blue that make these athletes some of the most sought after endorsers in sport. Their stories are incredibly compelling as we hear about the sacrifices made by these athletes and their families. They overcome injury, setbacks (both athletically and financially) as they strive for their Olympic dream. It is a timeless story that spans generations. Boomers may see the pride of country as the American team dominates the medal stand, Gen X are caught up in the purity of the Olympic sport. It will be interesting to see how Millennials respond to their Olympic moment.

In 1968 Tommy Smith and John Carlos donned black gloves in protest. In 1980, the ”Miracle on Ice” made Americans feel patriotic. In 1996 we had the “Magnificent Seven” ladies gymnasts and one of the greatest Olympic moments in history when Kerri Strug stuck the landing on one leg.

One insight into the 2010 Millennial moment might be the tearful response of downhill skier Lindsey Vonn who battled back from a leg injury of her own and skied to victory on a course that beat most of the world’s best. It may also be the generous gesture of women’s snowboarder Hannah Teeter who uses her Olympic fame to raise money for Kenya and Haiti. It may even be found in the quirky appeal of curling. Regardless of your view of the winter games, you cannot deny the amazing energy and enthusiasm that comes from the Olympics.

Over the coming weeks, I will be reviewing the marketing hits and misses of the Olympic corporate sponsorships. But for tonight, I am lifted by the spirit of the games and the ideals they uphold when the world gathers to compete.

FYI – Check out Lisa’s blog for the latest news on generational relations. http://blog.generationrelations.com/

Visa kicks off Olympic Campaign

FergySports — Tue, 02 Feb 2010 14:30:53 +0000

Visa has owned the Olympics for as long as I can remember. Brand managers and promotional execs are challenged to keep the campaign fresh and relevant. If they just mailed-in the “only card accepted at the Olympics” every four years, the brand would become wallpaper. Instead, Visa challenges their partners to come up with exciting new engagement ideas to showcase the relationship Visa has built with the Olympics. Below is an excellent example of activating a sponsorship with a real big splash. Even though the Winter Games are in Canada, Visa deftly chose NYC to launch the program. They launching in the world’s media capital.

Feb 2, 2010 6:04 AM, Patricia Odell for PROMO Xtra

In a bid to expand its overall Olympic Games marketing at a time when excitement is building in anticipation of the opening of The Games on Feb. 12, Visa has launched a major media event in New York’s Grand Central Terminal and ramped up social networking efforts.

Visa, an Olympics Games sponsor for more than 20 years, has covered the subway corridors within the terminal with 3D video and static images, all related to its Go World campaign. The campaign celebrates athletic achievement and historical Olympic triumphs.

The month-long initiative includes more than 100 media elements. The 8 x 14 foot 3D screen, the most notable, includes audio and will broadcast two 60-second Go World TV spots. Column wraps, posters, wallscapes, beam panels, soffits and stair risers add to the sentiment that Go World has invaded the terminals. Most of the creative promotes the Visa Olympic Winter Games Trip for Life Sweepstakes.

To view the 3D video, street teams will hand out 3D glasses during specific show times.

On the social media front, Visa’s Go World YouTube channel has been overhauled and will offer fans a chance to view six new commercials featuring Team Visa Vancouver athletes and Olympic legends before they air on network television. And beginning today, Facebook fans will start receiving regular updates and information on the athletes leading up to and during The Games, including behind-the-scenes training videos and photos.

How Much That Cost?

FergySports — Thu, 31 Dec 2009 00:51:58 +0000

I love the end of decades. Not only do we get to visit some lapses in good judgement, we also get to see how much more we are paying for the same thing. The older we get, the more we sound like our parents. OK, I admit it. I do remember when there was candy for a penny. There. I said it. But what about our other durable goods?

I am absolutely stupefied by the NY Times. They have increased their price 166% and are still in bankruptcy. Talk about irrelevant!

I understand the Empire State building. I mean we can’t have just anyone running around up there looking for their true love on Valentines Day now can we?

I can blame Glenn Beck for the price of Gold but who do I blame for the inflation of Slurpees?

Now if you need a reality check, just check out the cost of raising a child! Reminds me of breakfast. The chicken contributes but the pig is committed. You really have to be committed to be a parent in this day and age!

Finally, what does it say about our society that Tom Cruise is our baseline?
How have your fortunes fared in the past ten years?

Product	1999 price	2009 price	Change
Observation deck, Empire State Building, adult	$4.00	$20.00	400.00%
Gold, one ounce	$279.11	$1,106.00	296.26%
New York Times daily edition	$0.75	$2.00	166.66%
Slurpee, largest, 7-11	$0.99	$2.12	114.14%
Superman comic book	$1.99	$3.99	100.50%
Toll (auto), Golden Gate Bridge	$3.00	$6.00	100.00%
Gallon of gasoline	$1.30	$2.56	96.92%
Apple (AAPL) stock, one share	$102.81	$198.10	92.69%
Average ticket price, Boston Red Sox	$28.33	$50.24	77.34%
Cost to raise newborn to age 18	$165,630.00	$291,570.00	76.04%
Disneyland, one day adult ticket	$41.00	$72.00	75.61%
NYC YMCA summer membership	$125	$200	60.00%
Average expanded basic cable (per month)	$31.22	$49.65	59.03%
Average ticket, NFL Denver Broncos	$49.00	$76.65	56.63%
ATM transaction cost	$2.28	$3.54	55.26%
Babysitting per hour	$7-$10	$10-$15	50.00%
Budweiser, six pack of cans	$4.01	$5.99	49.38%
Home value, average	$119,600.00	$173,100.00	44.73%
Electricity per 500 kwh	$45.38	$65.21	43.70%
Movie ticket	$5.06	$7.18	41.90%
Time magazine, newsstand	$3.50	$4.95	41.43%
Aspirin, Bayer, 100-count	$3.47	$4.81	38.62%
Sugar, 5 lb.	$2.13	$2.90	36.15%
Cheerios, one box	$3.89	$5.15	32.39%
Stamp, USPS, 1st class	$0.33	$0.44	33.33%
Cigarettes, Marlboro, per pack, Calif.	$4.65	$5.95	27.96%
Harley-Davidson 883 Sportster	$5,595.00	$6,999.00	25.09%
Average cell phone bill	$40.24	$49.57	23.19%
McDonald’s Big Mac	$2.50	$2.99	19.60%
Levi’s, men’s, 505	$36.99	$44.00	18.95%
Coca-Cola, one liter	$1.14	$1.34	17.54%
Ty Warner penthouse, Four Seasons, NYC, per night	$30,000.00	$34,000.00	13.33%
Car, Toyota Camry,base model	$17,518.00	$19,395.00	10.71%
Wedding, average cost	$18,900.00	$20,398.00	7.93%
Nike shoes Jordon vs. LeBron James	$150.00	$160.00	6.67%
Gallon of milk	$2.88	$3.05	5.90%
Top 100 Music CD	$13.65	$13.98	2.42%
Bestseller novel, Grisham vs.Patterson	$27.95	$27.99	0.14%
Tom Cruise earnings, per movie	$20 million	$20 million	0.00%
Windows 1998 vs Windows 7	$209.00	$199.99	-4.31%
Coffee, Maxwell House, 34.5 oz.	$9.99	$9.49	-5.01%
Average domestic airfare	$329.00	$301.00	-8.51%
Credit card average APR	15.07%	13.71%	-9.02%
Batteries, AA, 4, Energizer	$3.99	$3.49	-12.53%
Wal-Mart stock	$69.12	$52.80	-23.61%
$100,000 mortgage, 30 year fixed, total cost	$265,154.54	$184,549.59	-30.40%
iMac desktop computer, Apple	$1,499.00	$999.00	-33.36%
Hummel “To Market” #49 figurine	$120.00	$79.95	-33.38%
Martini and Rossi Spumante, 375 ml	$12.99	$8.29	-36.18%
Prime rate	8.50%	3.25%	-61.76%

Jamba Juice Makes Feel Good Moments

FergySports — Tue, 13 Oct 2009 15:05:45 +0000

One of the hardest campaigns to develop and execute is the “Random act of kindness” because, well….umm….it is so random. The problem lies in the promotion of the “random act” as a spontaneous event. If you are running social media, or even traditional media, then it appears to be a contrived promotion designed to purchase your loyalty through a small favor. The company wants publicity and positive PR, but has to be careful in also attempting to push sales through a bounce-back coupon offer. I have seen these backfire as consumers see through the veiled attempt at building goodwill and view them as “shilling” for customers.

I will tell you about another act of kindness that is not so random and not nearly as risky – the community project. Groups like KABOOM! bring corporations together with community groups to do really great lasting projects like rehab ball fields and build playgrounds. Now those are moments that people walk away from thinking, “that was very nice of them to donate the time and money to make our neighborhood a little bit nicer.” If it makes me feel better about Home Depot for supplying the materials and help, then maybe I will choose them over Lowes next time I need 2 x 4s or a new ceiling fan.

I participated in one of these projects in New Orleans with ISP Sports and I can tell you the feeling was great from the donor side. Rather than sit in a conference room learning the latest sales tactics, the company had us rebuild a ball field in a flooded neighborhood after Hurricane Katrina. I remember a young boy coming out to see what we were up to and a spontaneous game started to break out…even before we finished the field. At the end of the day, we all sat back and felt really good about how we spent our time helping others. We could already see the neighborhood really appreciated what we did.

My take on the promotion below is that it is well-intentioned, however, I would not try and tie sales directly to the act of kindness. It just takes a little polish off of the moment for Jamba Juice.

Oct 13, 2009 6:02 AM, Patricia Odell for PROMO Xtra

“Feel Good Bucks” from Jamba Juice can be worth a buck or $10,000 in cash.

It all started in New York earlier this month with Jamba Juice spokesperson Bananaman passing out preloaded Metro Cards to thousands of people getting ready to board New York City subway trains.

This weekend, Bananaman will be in San Francisco giving away tickets for free cable car rides.

The freebies are part of the company’s new three-month campaign called, “Feel Good Moments” that includes vouchers, a sweepstakes and events.

Thirty million “Feel Good Bucks,” worth amounts from $1-off-vouchers towards a Jamba Juice purchase to $10,000 in cash are circulating through a number of channels including street teams, direct mail, brand partners and online. People find out the value of the voucher when a brand rep “rings” it up at a register.

Sweepstakes forms are available on the back on the voucher and in stores where smoothies, other beverages and baked goods are sold. Three winners will get to fulfill any wish they so choose worth up to $10,000.

The campaign also includes social elements like Facebook and Twitter.

Bananaman will also make appearances across the country in high traffic areas in Los Angeles and Chicago. The Neighbor Agency is handling the promotions.

Tennis Moves to Now

FergySports — Tue, 15 Sep 2009 12:46:45 +0000

A good example of how technology is moving marketing from pre-sell to now. As consumers become even more present in their decision-making, marketers have to be ready to seize opportunity in the moment. Mobile platforms allow promoters to move unsold inventory within the hour of the kick-off of their event. As 3G continues to spawn applications, ticket operators, concessionaires and merchandisers will be able to push messages in real-time vs. the old media model of achieving x% reach with a 3 frequency. Consider the proposition; would you rather sell to a qualified prospect that is currently attending your event or try and cultivate a prospect weeks before the event? The analysis has begun and we are eager to see the results.

Strategies: Love Connection

Aug 1, 2009 12:00 PM, Brian Quinton

When you think of big tennis competitive centers, you open up your mental atlas and flip to Wimbledon, Paris, Melbourne and New York. You may not necessarily think Indianapolis.

But that heartland capital has been serving up a U.S. tennis championship in one form or another since 1920, and in fact the event — now dubbed the Indianapolis Tennis Championships Presented by Lilly and held this year July 18-26 — has become a notable warm-up for the U.S. Open, held around Labor Day.

Still, Indiana in high summer is no Paris, and drawing crowds has been a continual challenge. In recent years organizers have relied on e-mail and newsletter sign-ups to fire up ticket sales in advance of the tournament. But this year they did something different, opening up a mobile channel to Midwestern racket fans, including text messaging during the event and voice messaging from tennis superstars in the run-up.

Sarah Brelage, executive director of staff operations for the Indianapolis Championships, says that while pitching tickets to fans via e-mail was the best option a few years ago, times, and crowds, have changed.

“The e-newsletter was very effective two years ago in terms of communication, but as our demographic starts to skew a little bit younger, mobile is the route we need,” she says. “The newsletter is for general information, but some of the promotional stuff needs to be done real time.”

And for that, Brelage and her team worked with integrated messaging platform ExactTarget to set up interactive communications systems that could reach fans both before and during the eight-day event.

The campaign started last March when the tournament’s existing e-mail registrants were encouraged to opt in to mobile messaging. In June past fans who had opted in but had not yet purchased tickets received recorded voice calls from the likes of U.S. Open winner Andy Roddick reminding them to come watch him compete and perhaps reach his 500th career win.

As it happened, Roddick was forced to bow out of competition in Indianapolis at the last minute by an ongoing injury. But organizers had another draw in the form of Sam Querrey, ranked 4th among American players and 34th in the world, and Brelage had plans to use him in spot promotions during the games, sending text messages to join Querrey and his “Sam’s Samurai” entourage at a local restaurant for autographs and prizes.

Fans will also be able to compete for prizes by texting in answers to tennis trivia questions posted on the video message boards between sets.

Brelage’s strategy called for a number of on-the-fly promotions during the matches. “In the past, it’s been hard to get the word out about events like on-site autograph sessions,” she says. “So much of what we do has got to be very fluid, with the players’ schedules. Texting allows us almost to say, ‘Hey, this is going to happen in half an hour.’”

Hershey’s Big College Fan

FergySports — Thu, 10 Sep 2009 13:08:47 +0000

A great idea with a standard execution. Tapping into college football passion is not about a generic, “I am a fan” contest. It is about the allegiances and loyalty to the teams. Pro team reflects where you live and a college team reflects who you are. How many times have you heard someone say they were a Buckeye, Gator, Trojan or Irishman. It is one of the best moments in a young person’s life and the deep roots that are drawn to the alma mater are great marketing platforms. So when a brand conducts a nationwide “College” contest with no rights to the teams, it just comes off as another seasonal merchandising campaign. Had Hershey negotiated team marks and logo rights, they would have been able to build regional custom displays that called out to fans through their team colors, logo and icons. Then the tailgate payoff would be much sweeter and have much more draw in the stores.

I do like the video element. Especially with college fans being savvy to social media and giving them the opportunity to express themselves in YouTube fashion. A good post-event activation would be to incorporate the winning entries into a Hershey TV spot.

Sep 10, 2009 6:02 AM, Patricia Odell for PROMO Xtra

A Hershey video contest searches for the ultimate college football fan.

Hershey is about to take the field, college football field that is. The candy maker is embarking on its first year as an NCAA corporate partner and is set to launch its first major promotion.

An online video contest seeks the “most passionate” football fan for a chance to win a trip for four and tickets to a 2010 college football home game of their choice that includes a tailgating experience with catered food and beverages and, of course, Hershey products.

Called, “I’m a Big Fan,” the promo runs through Nov. 3. Participants must submit a video, three minutes or less, showing why they are a fan. Each week, five finalists videos will be selected and posted to the site for a public vote.

As part of the program, people who buy Hershey products can collect and redeem the wrappers for a free NCAA football team T-shirt. Specially marked displays at retail through December call attention to the offer. Participating products include Hershey’s Milk Chocolate Bars, Reese’s Peanut Butter Cups, Kit Kat Wafer Bars, PayDay Peanut Caramel Bars, Almond Joy Candy Bars and York Peppermint Patties.

“Partnering with NCAA Football is an exciting way for Hershey’s to help fans celebrate the loyalty and enthusiastic spirit they have for college football and their schools,” said Jody Cook, spokesperson for The Hershey Company. “The ‘I’m A Big Fan’ promotion lets fans embrace the thrill of competition and school spirit while also enjoying the delicious Hershey’s products they love.”

Eight weekly winners will receive a $1,000 Visa Gift Card and some Hershey’s branded college football gear. The weekly winners move to a final round of voting beginning Nov. 11 that will determine the winner. The videos can be spread through social media sites like Facebook, Twitter and Flickr.

Hershey

Hershey Video Contest Seeks College Football Fan

Canon Sponsorship Activation

FergySports — Tue, 08 Sep 2009 16:24:41 +0000

A great example of an integrated sponsorship with multiple activation points. Canon leverages their NFL sponsorship with a host of touch points

Consumer activation with a photo shooting contest that ties to a microsite for judging
Dealer activation with the opportunity to use Shoot Like A Pro entries as an incentive for taking workshops
Community activation through a donation of equipment to NFL youth education centers

What I like best about this activation program is that it revolves around the use of the product. From contest entries to incentives, the program has many touch points with the product. This is much better than just wrapping a trip to see a game around a contest that has nothing to do with the product and the consumer’s use of the product. The Canon program is a winner in my book!

Canon Football Photo Contests Energize Amateurs Once Again

Sep 8, 2009 6:01 AM, Brian Quinton for PROMO Xtra

The 2009 version seeks thrilling gridiron and sideline moments from non-pro, non-college football games.

Photography power Canon is rolling out the latest iteration in a pair of football-themed contest promotions- and its long-time sponsorship of the national Football League—to publicize the launch of a new camera line.

One of the contests, “Why Do You Love Football?,” is designed to get fans of the junior and amateur game to take and submit pictures that capture the thrill of non-professional football. Amateur shutterbugs can take photos of anything from a backyard scrimmage up to a youth or high-school game and submit them to the Web site between now and Dec. 2.

A judging panel consisting of former NFL quarterback Archie Manning, Sports Illustrated photographer Peter Read Miller and other photo and photo editor professionals will select a group of 14 finalists from among the shots submitted in two categories, “Action” and “Feature” (basically, anything other than game plays.) Submissions will also be sorted into teen and adult entrant categories.

Web visitors will then be able to vote for their favorite shot among those 14 finalists from Dec. 21, through Jan. 8, 2010.

The photographer of the winning snapshot will be awarded a trip for four to the 2010 enshrinement celebration at the Pro Football Hall of Fame and a trip for four to Super Bowl XLIV in Miami in February 2010. The winning shot will be on display in the Pro Football Hall of Fame for a year.

The “Why Do You Love Football?” competition will be publicized on scoreboards and video screens at the games and in a link from the Canon-sponsored photo gallery on http://www.NFL.com. Manning, the father of MVP quarterbacks Payton and Eli Manning, will also promote the contest through media tours and in online communications.

“Being involved in Canon’s ‘Why do You Love Football?’ photo challenge is something I really enjoy,” said Manning in a release. “This is my fourth year as a judge and I continue to be amazed by the quality of photographs we receive year after year.

For the fifth year in a row, Canon will also offer its “Shoot like a Pro” contest, giving amateur fans of ten NFL teams the chance to enter a random drawing for a chance to shoot home-game warm-ups from the sidelines under the guidance of the teams’ photographers—and with the gift of a free Canon EOS Digital Rebel T1 camera kit. Winners will also receive free tickets to their home team’s games.

According to press reports, Canon is letting photo equipment dealers offer slots in the “Shoot like a Pro” contest as incentives for customers signing up for camera workshops or for salespeople.

As part of the “Why Do You Love Football?” amateur contest, Canon will donate $150,000 worth of products to the NFL’s 15 current Youth Education town facilities. Built in Super Bowl host cities, these centers focus on neighborhood youth development and empowerment. The product donations will include EOS Rebel T1 cameras, wireless photo printers, and hi-def camcorders, along with staff and student training from Canon.

“Canon is proud to continue to build upon its long-standing sponsorship of the NFL by lending our support to the NFL’s YET afterschool centers,” said consumer imaging Group senior vice president and general manager Yuichi Ishizuka. “NFL YETs do a tremendous job of inspiring youth in their communities, and we hope to help foster the next generation of photographers and community leaders.

P&G steps up to the Olympic podium

FergySports — Thu, 03 Sep 2009 13:57:07 +0000

You have to love P&G. These guys know when to open up their checkbook. While major brands are pulling out of expensive sponsorship deal, P&G comes in and scoops up the rights. It is the same strategy that helped launch their success during the depression of the 30′s. While other brands were pulling their advertising budgets, P&G increased their skin in the game, and won big time brand loyalty. The took advantage of the new media of the day, radio, and created the soap opera. A great brand positioning play even to this day. It is also to note that the largest consumer packaged goods company in the world which targets women HH, is heavily leveraged in sports. This is based on successful campaigns that “check” at the register and show that women are passionate and loyal sports fans and very receptive to co-branded packaging and endorsement campaigns with teams and athletes.

P&G Adds Big Name to U.S. Olympic Team Sponsorships

Sep 3, 2009 6:05 AM, Patricia Odell for PROMO Xtra

Procter & Gamble said yesterday that it has become an official sponsor of the U.S. Olympic Teams for the 2010 Winter Games and the 2012 Summer Games.

News reports said that the value of similar deals are usually worth at least $15 million. The announcement was made jointly with the U.S. Olympic Committee.

The 2010 Winter Games will be held in Vancouver. London is the location for the 2012 Summer Games.

P&G is currently the Official USOC sponsor of the following categories: personal and beauty products; household cleaning products; oral care products; pre-packaged potato snacks; and cold, flu and stomach remedies.

Participating in the Team USA deal are brands including, Cover Girl, Olay, Olay Quench, Pantene, Secret, and Venus along with Pepto-Bismol, Vicks, Pringles, Bounty, Charmin, Pampers, Febreze, Tide, Crest, Oral B and Scope.

The deals will also include individual athlete partnerships, print and television advertisement campaigns, public relations, consumer and customer engagement events, online activation and Team USA branded in-store merchandising.

The USOC has not been immune to the ravages of the struggling economy. Both Home Depot and General Motors. It is also attempting to renew contracts with Bank of America and AT&T, the AP reported.

Last month, P&G announced a multiyear marketing deal with the National Football League that begins during the 2009 season. More than a dozen brands are participating as the “Official Locker Room Products of the NFL,” including hair, oral, fabric and air care products and household needs products such as Febreze, Gillette, Head & Shoulders and Old Spice. Prilosec OTC is already a NFL sponsor.

As part of that sponsorship, during this season a variety of other P&G brands including Bounty, Cascade, Charmin, Crest, Dawn, Gain, Oral B and Tide will have the right to activate NFL marks within key retail accounts. These brands may use the NFL logo in national and local in-store merchandising campaigns and retail circulars.

Sticking with sports, P&G has also recently debuted TV spots for Gillette with golf’s Tiger Woods, tennis’ Roger Federer and baseball’s Derek Jeter.