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.

Dropping the Ball on Branding

With the increasingly popular music festivals like Govenor's Ball on Randall's Island, brands are able to reach a new segment of consumers with exciting and unique ideas!

Governor's Ball Music Festival

Though this wasn't the largest of music festivals, it still presented a unique environment for brands to embrace the crowds. Governor's Ball brought "22 1/2 hours of music to Randall's Island on Saturday and Sunday [and] was relatively modest as festivals go: about 21,000 people each day." (Source) 

With music festivals like Governor's Ball, Stagecoach, Coachella, and many more taking place all over the world, a new market for brands has been created. Featuring many different sponsors, Governor's Ball used new and creative ways to attract consumers to both newer and already well known brands. Examples of brands using the music festival's to their advantage over the June 7-9th weekend included:

Blu Electronic Cigarettes: Recently trending are electronic cigarettes. Blu e-Cigs sponsored one of the coolest set ups at the festival, the Vapor Lounge. At the Vapor Lounge, guests were invited to stop in to use device charging stations, use social media photo booths, and even try out and sample Blu's latest products. The Vapor Lounge also featured surprise guest appearances throughout the festival- something sure to get people's attention. Blu used ticket give aways prior to the music festival in order to redirect traffic to their websites and product locations ahead of time. This was a large sponsorship for this up and coming brand and it will certainly add to their recent success.


Camelbak: Being pretty well known for their reusable water bottles, they sponsored Governor's Ball in a big way. Concerts are infamous for their overpriced food and drinks. With that said, 
Camelbak embraced the opportunity to provide thousands of people with free water. They provided 8 refillable water stations for festival-goers to rehydrate. Additionally, they promoted an environmentally friendly way to drink water, which has a growing appeal amongst consumers. 

Onomonomedia: On the rise with their event photo booths is Onomonomedia. Their innovative photo booths specialize in uploading pictures straight to social media websites like FaceBook and Twitter. You are also able to share your photos via email to ensure you don't forget that fun or special moment. At Governor's Ball they placed two of their photo booths for the fun and wild fans to remember their time well spent. 

Sennheiser: A growing, premium audio company set up "The Silent Disco" for those at the Governor's Ball to enjoy. "The Silent Disco" allowed music fans to put on high quality, wireless headphones and listen in to the different DJs from afar. Whether you needed a break from the crowded stages or wanted to chat with friends and check in on the performances frequently, they created a unique way to advertise their advancing products.

Other brands responsible for similar sponsorships in the few past years include: Pop Up Yoga NYC, Hi-Chew, Skyy Vodka, Ben & Jerry's, Yelp, Pop Chips, Zia Records, Toyota, Budlight, Barefoot Wine & Bubbly, and many others.

Along with these activities and sponsorships, these festivals usually operate high activity websites, where your brand, if featured, will receive a lot of publicity.

Sponsorships like these allow brands to be seen by thousands of people, usually of massive diversity, in a short period of time. It can often increase their sales and popularity rather quickly, giving brands a large incentive to participate in events like this. If your brand wants to associate with a favorite genre of music, say country for example, saddle up and prep an event for Stagecoach or the CMA Music Festival.

'Tis the Season- for Weddings that is!

Wake up and smell the roses, wedding season is in the air! 

As we move through spring and into summer, Wedding Season is fast approaching! "June has long been the most popular month to get married-- in 2012, 17% of American couples tied the knot in this early summer month."(source) This is an excellent time for companies to use these special occasions as a perfect platform or promotion for their products and brands. Whether companies choose to alter their typical products to incorporate the wedding state of mind, or simply embrace the season in their advertising, this is a crucial time for brands to capitalize. 

Advertisements Embracing the Season
Alter advertisements to reach new brides

Often during spring and summer companies will alter their advertisements to embrace the increasing quantity of weddings. This is an efficient way for companies to reach consumers with weddings on their mind.

Gillette took their usual goddess-emphasizing Venus Razor to a new level during wedding season, advertising the legs of a bride next to her groom. With her "seriously smooth legs," her garter slid right down to the top of her foot. Every bride strives to look perfect on their wedding day; With advertisements like this not only will it catch the eye of brides-to-be, but any girl or woman paying attention to their appearance. Advertisements like this are a great way to expand your consumer base.

Another company trying to distinguish itself during this special season is Crest. Focusing on their whitening products, they have released advertisements showcasing how well their toothpastes and Crest Whitestrips work. Demonstrating the success of these whitening products on a bride wearing all white is a great way for Crest to make a pretty large statement.


Wedding Inspired Product Creativity
Develop new products to expand your audience

Other brands develop an entirely new product line to market during wedding season. These enhanced product lines capture the attention of brides who maybe wouldn't have used your brand otherwise. It also gives your brand a great edge over competition. If competing brands don't offer these same specialty items, consumers will have no choice but to look to you.

A brand that has utilized this strategy before is Philosophy Skin Care. Philosophy has used both previous skin care lines with new and adapted packaging, and also designed a new line specifically for brides. The idea behind using their previous skin care lines (like Hope in a Jar) and adding it into their "Here Comes the Bride" package is smart because existing customers may already use and enjoy this product regularly and may now splurge on the extras. These existing customers may also spread the word to their soon-to-be-married friends.

However, Philosophy has gone beyond this special package and created "The Bridal Party" shower gel set. Including scents such as "Wedding Cake," "Bubbly," and "Bridal Bouquet," these products or product packages make for great gifts throughout the wedding planning process. Altering product lines like this draw in consumers that may continue to try other products under the Philosophy brand in the future.

      

 

Another brand that has used a similar idea is Essie. Constantly releasing new colors, Essie creates a bridal polish line each season in hopes of reaching those brides-to-be. With lighter shades of cream and pink they creatively name these colors things like "tie the knot" or "happily ever after." Something as small seeming as a nail polish can play a crucial role on your wedding day and this provides a way to reach out to more consumers and differentiate yourself from other competing brands. 

Bridal Specials 

Many specials are offered to engaged couples or future brides during this season as well. Different workout specials are offered to get brides in shape prior to the big day such as Pure Barre's three month unlimited Bride-to-be Special. Also known to offer special packages or giveaways are: Baked Tanning,  Clarisonic, Macy's "Scan for a Grand," and other similar products and services.

Whether you're a well-known beauty brand like Philosophy or an essential daily necessity like Gillette razors, you should utilize this time to promote your brand. Developing new product lines or just simply adapting your advertisements to the upcoming occasion, wedding season can really be leveraged to amplify your brand.

Throughout the next couple of months, be sure to look for ways to promote the perfect brands and products for the perfect day!

Get Ready for Some Football! The Big Game Heads to NYC February 2, 2014

Look alive New York! A game-changing pass is headed your way and you don't want to get caught with your feet up on the sidelines.

Next February, New York and New Jersey will play host to the biggest game in American professional sports -- along with hundreds of thousands of eager fans gearing up for the action. Excitement, fun, competition, glamour, and – of course – football will fill the chilly air of NYC, so the question is: how will your brand capitalize on this energy?

The Big Game is expected to generate as much as $550 million in revenue for the NY/NJ region and attract well over 200,000 tourists, during what is typically the slowest time for tourism in the region. In addition, millions of local residents will catch the buzz and check into the fun. 

The increased traffic creates invaluable opportunities for brands to catch consumers' attention.

The center of action for the week leading up to the game will be “Super Bowl Boulevard,” a fan-fest filling the half mile stretch of Broadway between Times Square and Herald Square. The streets around the area will teem with enthusiastic fans looking for new experiences and ready to share their fun over social media. 

For companies, this time will present a fabulous opportunity to entertain clients and VIPs at exclusive parties.  Players and celebrities can be brought in as extra special guests as well. 

Below you'll find a recap of several exciting events hosted around the 2013 game. But whether a brand goes big-budget or economical, there are bits of wisdom around Big Game activation to be found in each. 

Whether you’re a brand ready to take the spotlight or a company hosting a party for VIPs and clients, Rubik can develop stand-out ideas and deliver crisp, results-driven execution. Contact us at kbowman@rubikmarketing.com.

Embrace the Host Culture

BEYOND FOOTBALL, THE BIG GAME IS A CELEBRATION OF THE CULTURE AND TRADITIONS OF ITS HOST CITY 

The much anticipated Playboy Party Presented by Crown Royal mixed the glamour of the Big Game with the distinct flavor of host city New Orleans. The party began as a fleet of six MINI convertibles arrived on the carpet following a parade across the French Quarter.

Naturally, each car carried a glittering Playboy Bunny -- but, in true New Orleans' fashion, each Bunny was also escorted by a member of a booming brass band. With a Mardi Gras theme and clever brand integration, the party seamlessly celebrated a grand weekend of competition, sophistication, and Lousiana flair.

The Big Game itself has a brand and flavor of its own that can easily set the tone for events and activations. But by taking additional inspiration from local heritage, your event will become that much more unique, rich, and ultimately unforgettable.

Create an Annual Event

BRANDS, TAKE NOTE FROM THE CLASSIC BUD BOWL: CREATING AN ICONIC ANNUAL EVENT DEEPENS TIES TO THE GAME'S CULTURAL CACHET 
Pro athletes aren't the only big names playing football in the week leading up to the game. For the seventh year in a row, DirecTV brought stars like Neil Patrick Harris, Snoop Dogg, Katharine McPhee and Lil Wayne out for their Celebrity Beach Bowl.

Consumers, fans, corporate VIP guests and celebs were all treated to feats of athletic greatness -- and comedy -- over seven tons of imported sand.

The event has grown and evolved over its run, and now airs live over exclusive DirecTV stations and NBC Sports. It has now earned a place as staple of Big Game festivities, and deepened the brands' image as a prime cable service for sports cover.

Pop Up in Style in the Heart of the Action

WHEN CHAMPIONSHIP WEEK COMES TO NEW YORK CITY, FASHION &; DESIGN BRANDS WILL CELEBRATE AS WELL 
We all know that the Big Game names not only the best in pro football, but the best in advertising, creativity, and style as well. Express capitalized on the latter and on the widespread presence of suit-wearing consumers with their 1MX Ultimate Shirt Shop.

The Shop opened with star-filled Shirt Shop Cocktail Party where, to quote one enthusiastic stylist, "I watched as Pro Bowl-ers and other NFL notables walked in wearing over-decorated, boxy shirts and walked out in clean, perfectly fitting dress shirts." 

In the days leading up to the game, visitors tried on the signature botton-up and left with branded swag -- marking Express as a stylish choice for the fit and active man. 

Consumer Trend Focus: Health & Wellness

Take the pulse of your audience: are your followers buying natural foods, signing up for yoga classes, and blogging about stress reduction? If so, they are right on trend with the millions of American consumers who are increasingly interested in health and wellness.

Over the past decade the nationwide conversation about healthy living has dramatically changed. Buzz words of the ‘00s like "Atkins" and "Hydroxycut" have been replaced by "organic," "holistic," and "pilates." Dieting is increasingly a thing of the past as consumers turn more and more toward  proactive, whole body wellness: eating natural foods, exercising, and managing stress. 

A few numbers make the trends very clear:

• Sales of natural and organic food and beverages saw 85% growth between 2005-2009 (source)
• Total consumer spending on yoga increased a staggering 87% between 2004 and 2012, up to $5.7 billion (source)
• Gym membership numbers have increased considerably over the past decade, rising almost 20% since 2002 (source)

Brands across a variety of categories are bringing a health and wellness face to their image, particularly through strategic partnerships -- showing it doesn't just have to be athletic brands talking about healthy living!

This data leads us to ask: 

How can your brand connect the dots between what you stand for and your consumers’ desires to lead healthier lifestyles? 

A few of our favorite examples are below.

Fruit of the Loom:
This Summer, Fruit of the Loom launched an exciting new campaign called “Move to Comfort” which sought to keep the brand fresh for its older base while attracting a more youthful audience as well. The program highlighted the ease and comfort associated with wearing Fruit of the Loom cotton while naturally aligning with wellness trends.

As part of the campaign, the brand created a customer engagement program called "The Next Big Move." Fans were invited to show off their dance moves to win a spot on a future brand commercial. The nationwide contest stirred energy and enthusiasm, encouraging consumers to live the active life that so many want -- by getting out and getting active.

SpaFinder: 

SpaFinder, the online hub for all things spa and massage related found a great match with the EIF Revlon Run/Walk last Spring. The sponsorship helped the brand show 100,000 consumers that spa treatments and massage therapy are just as much about self-care as they are about luxury -- if not even more so!

SpaFinder brought professional massage therapists to their booth at the event's Health Expo and spoke with consumers about the proven health benefits associated with taking time to relax.

Fiji Water: 

When designer Vivienne Tam revealed her new line of yoga wear at Mercedes Benz Fashion Week, Fiji Water was on hand to provide refreshment. The creative launch, which took place in Lincoln Center's entry courtyard, featured a "live sculpture garden" yoga demonstration.

Twenty svelt yogis moved in Tam's attire and sipped Fiji water in front of trendsetting crowds. The brand soaked up the positive affiliation while busy photographers and bloggers captured the moment. 

'Tis the Season... for Hollywood's Biggest Nights!

While the world gears up for the holiday season, we here at Rubik are looking forward to the excitement of the season that follows: Awards Season! It's just around the corner, and brands seeking a tie-in with a sophisticated, upscale, and high-engagement platform are just as excited as we are. 

From the Golden Globes, BAFTAs, and SAG Awards in January through the Academy Awards at the end of February (and many more!), the season brings an air of anticipation that can be strategically leveraged in a film or awards-inspired activation. 

When it comes to experiential marketing around film awards shows, many brands focus on connecting with celebrities through gifting suits, green room sponsorship, and parties. Yet the award season platform is an excellent launching point for consumer-facing events as well, with its high level of consumer engagement over the two month time period and its "A-list" appeal. 

A few numbers: in 2012, close to 40 million people watched the Academy Awards, and 20 million the Golden Globes, about 70% of whom were adult women.

In the weeks leading up to the shows, entertainment media and blogs are all abuzz over Hollywood, while consumers plan their watch-parties, check out nominated films, and cast their votes for the best of the best.

The awards season platform holds numerous tie-in angles for brands -- whether it be around film, which inspires a range of experience and emotion, or fashion, parties, food and decor, celebrities, luxury, contemporary trends -- the list goes on.

How might your brand affiliate with the magic of awards season? Here are a few ideas we love: 

Coca Cola "MyParty" Campaign

In 2011, Coca Cola launched a teen-focused party-in-a-box campaign that leveraged the popularity of in-home watch parties hosted by consumers on awards show evenings. Using the innovative MyParty platform, Coke invited teens around the world to host a brand-themed watch party with friends.

Coke mailed participants branded t-shirts and their signature soft drink along with coupons for free Papa John's Pizza and a branded photo backdrop. Enthusiastic fans felt like VIPs in their own homes. They posted photos online and shared widely.

The program cultivated brand loyalty and valuable word-of-mouth promotion via Facebook and Twitter, and earned Coke the reputation among teens they were aiming for: that Coca Cola makes your life better. 

Oscar Winning Style

In February 2011, London's luxury retailer Harrods launched a clever email newsletter featuring looks inspired by best picture nominated films.

Labeled "Swan Song" (for Black Swan) and "Facebook Fashion" (The Social Network), the outfits showcased Harrods' products in a fun and creative way that effectively leveraged the season's focus on style.

For the 2011 SAG Awards, L'Oreal and People StyleWatch hosted "A Night of Red Carpet Style" for celebrities. Then, the brands turned to us here at Rubik to produce a consumer-facing event in Hollywood & Highland's central courtyard. The activation featured an array of stylish looks, inviting consumers to find the one that most appealed to their own taste, and gave away free makeovers to go with each.  Styles included Hot Hollywood, Uptown Chic, American Classic and Urban Cool.

Netflix's Integrated Campaign
"Post a video online quoting a classic Oscar-winning movie for the chance to win a membership!" touted Netflix in a campaign officially tied with the Academy of Motion Picture Arts and Sciences and the 79th Academy Awards.

The campaign leveraged the viral YouTube video phenomenon and a favorite pop culture game around movies to celebrate Hollywood and drive memberships. It cultivated interest in both the awards show as well, as fans shared the videos and then checked out the Oscar-themed Netflix landing page.