MLB All-Star Fan Fest

In honor of the MLB All-Star festivities, hosted at Citi Field in New York, we took a trip to Fan Fest at the Jacob K. Javits Convention Center to check out the special events and sponsorships!

As we previously mentioned during the NBA Championships, sports provide an excellent way for brands to engage with consumers. Different activities are often used for fans to really be given the opportunity to interact with the brands who sponsor these events, and even other brands who may not necessarily be large sponsors, but are also trying to widen their consumer base. Of the many notable events that were featured during the MLB Fan Fest, here are a few brands that presented unique ideas rallying in large numbers of fans:

T Mobile

As the main sponsor of the event, T-Mobile went above and beyond setting up large screens all over the event. The minute we walked in a giant display captured all eyes, playing historic moments in baseball and showing advertisements that were made to look like a poster, rather than a digital screen. These massive screens made quite the first impression for Fan Fest as guests entered the building. T-Mobile also fabricated an entire stadium in the middle of the convention center where fans tuned in to hear baseball tips from special guests, as well as practice and receive pointers on their different baseball skills.


Chevrolet/ General Motors
Hosting the All-Star Home Run Derby, Chevrolet created a mini replica version for Fan Fest guests to enjoy. With a large field inside and batting cages, visitors of all ages were invited to test out their batting skills and hit sky high home runs. In addition to the Home Run Derby, Chevrolet had new car models on display next to a giant baseball. Offering a chance to receive an MLB All-Star Souvenir, fans were lined up around the area throughout the entire day.


Taco Bell
One of the biggest hits of the entire event was Taco Bell's "Steal a Base, Steal a Taco." They created a mini stadium where visitors could run down a grassy pathway and steal a base just the way a professional player would. As they stole a base, digital screens above the runner would show a clip of a professional player sliding and stealing a base. Giving out coupons for free tacos, Taco Bell created a fun and exciting way to bring consumers back into stores.



Firestone
Guests and fans lined up at Firestone's "Tire Tryout" all throughout the day. With one of the longest lines at the event, fans came to throw pitches through Firestone Tires at different distances. Younger kids were able to toss their ball through closer tires, while more skillful players could practice their curve balls and fast pitches through further tire set ups.


Scotts 
Though Scotts set up wasn't as interactive as others, it used a creative display to draw the attention of fans and presented a unique idea that could potentially be used in other settings. With a large pop-up block of grass, fans were able to feel what the official grass of the MLB is like to the touch. Brand ambassadors and a giant backdrop gave more facts regarding the specifics of MLB official grass.

In conclusion, similar interactive events can be used to increase participation and long-lasting impressions on consumers. Consumers are much more likely to purchase a product and feel more loyal if they are able to reference a personal connection. Events like these develop those personal connections. Other brands that used similar ideas during Fan Fest were: Gillette, Head & Shoulders, New Era, Duane Reade, Under Armour, Bayer, Topps, Pepsi, Blockbuster, Kellogg's, Tiffany & Co., and more!

Sponsoring a Firework Spectacular!

With Independence Day in our rearview mirror, we can reflect on how brands leveraged the best Fourth of July Firework Spectaculars!


Each year hundreds of thousands of people come out to celebrate America on the 4th of July. With firework shows all over the country, brands are given an opportunity to make a lasting impression. Because a lot of these firework shows are given media attention, these sponsorships have the potential to reach millions of viewers within hours. Each city or state creates a unique experience, offering different activities and celebrations for guests to enjoy. Whether you use a smaller show, maybe specific to locals, or a larger show that the entire state comes out to watch, this holiday provides an unforgettable branding experience.

Boston Pops Firework Spectacular

With about 500,000 people attending the event, this annual show is proudly presented by Liberty Mutual. Always capturing the attention of locals, Boston CBS comes out to cover the excitement of Independence Day in Boston. Along with the broadcast, the Boston Pops website runs year round, already running a countdown to the next fourth of July. The website gives Liberty Mutual added publicity, even during the off season of the holiday.

Marina Del Rey Firework Celebration
Keeping to mostly local sponsors, the hotels around the area open up their hospitality to guests in honor of Independence Day. At the top of the list of sponsors is Marina Del Rey Lessees Association, followed by Pacifica Hotels and Tiki Mermaid Exotic Yacht Club. With special offers for hotel rates and different activities, these sponsors are able to reel in the attention of both travelers and locals.

San Diego Big Bay Boom 

One of the larger of the 4th of July firework shows is set in sunny San Diego, California. Over 500,000 people line up along the bays of San Diego to watch this captivating show. Organized along with other events throughout the day, different levels of sponsorship are offered mostly to hotels and restaurants in the area. The Grand Hyatt in San Diego, The Hilton San Diego, The Marriott Marquis San Diego, and others all offer their sponsorship for the big event. With prime locations for the firework show, they offer a great deals for guests to enjoy a getaway for the special holiday, really capitalizing on the opportunity. Also, the event benefits the Armed Services YMCA's Family Services, allowing these companies to give back to the community and nation.

And for the GRAND FINALE: Macy's Annual 4th of July Fireworks

Featured as an NBC special, this year was the 35th Annual Macy's 4th of July Fireworks. As one of the largest independence day firework displays, millions easily associate special holidays with Macy's. 3,000 guests are invited to attend the event VIP, while around 3 million spectators watch from along the river. But the biggest impression Macy's makes is with their telecast, obtaining over 15 million viewers who tune in to watch the show on NBC. Their holiday marketing events are always capable of making significant statements, and as expected, their firework show blows it out of the water year after year. Also benefitting from this event are their partners and sponsors. This year Macy's created a #MacysFireworks hashtag, allowing viewers a chance to post and upload pictures and videos of their experience. Redirecting consumers to their website, their sponsors and partners such as KitchenAid, Kool Aid, Planters and others are gaining awareness. Still receiving thousands of tweets, this is sure to generate extra buzz.