Monday, April 20, 2009
Integrating your sponsorship into stadiums
Home runs raining free Big Mac® Sandwiches, visits by Ronald McDonald, free McDonald's food cards and monthly special events have made Big Mac Land an important part of the Cardinals baseball experience. Beginning in 1998 and continuing into the new Busch Stadium, 181 left field seats have been transformed into Big Mac Land. McDonald's Big Mac Land has given consumers the opportunity to redeem their tickets for more than one million FREE Big Mac® Sandwiches and will hopefully continue to do so for many Cardinals Seasons to come.
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This came across today in the Daily...
ReplyDeleteThe Dodgers, Mets and Royals are among MLB clubs that have "forged naming-rights deals for certain sections of their ballparks this season" to combat the economic downturn, according to Michael McCarthy of USA TODAY. The Dodgers for six games this season at Dodger Stadium will "create a section themed around upcoming films" from Warner Bros., beginning with "Terminator Salvation." The Mets have partnered with PepsiCo for the "Pepsi Porch" overhanging right field at Citi Field, and Mets Exec VP/Business Operations Dave Howard said that the landing marks the team's "first branded seating section." The Royals at Kauffman Stadium are "offering $7 'Dri Duck Fountain Seats' in left-field sections," which "often come with free gear courtesy" of Kansas-based outdoor apparel company Dri Duck. McCarthy notes the new sections join efforts from recent seasons, including snacks retailer ampm's all-you-can-eat sections at Dodger Stadium and Progressive Field, as well as the "Coca-Cola Corner" at Fenway Park and the "Bud Light Bleachers" at Wrigley Field. But watchdog group Commercial Alert indicated that these sections "amount to product placement run amok." Commercial Alert Managing Dir Robert Weissman: "This crosses the line. People should be able to sit in their chair without being part of an advertisement" (USA TODAY, 5/1).
Steph