Aug 28, 2009 at 02:16 PM
written by Brian Gainor

Activation Tactic of the Week: Billboards

Are you looking for new ways to capitalize on team affiliation? Are you looking for creative tactics to promote a partnership in the local marketplace?

Brand managers looking to capitalize on team affinity should consider modeling the Dunkin' Donuts guerrilla billboard strategy detailed below. With more sports organizations turning to outdoor media to promote ticket sales, community initiatives, and re-branding initiatives, sponsors have a unique opportunity to drive affiliation awareness by leveraging neighboring billboards.

By simply using an arrow technique (as pictured below), sponsors and ambush marketers can imply association with sports organizations through outdoor billboards. The trouble is often the planning ahead of time (knowing where and when the team's billboards will go up) but most uncertainty can be limited by analyzing historical placement.

Sponsors can drive home team affiliation using a variety of messaging campaigns:

  • Great Teams (arrow pointing to team logo) Drink Great Beverages (arrow pointing to sponsor logo)
  • Go Big (arrow point to team sponsor logo) or Go Home (pointing to a competitor's logo who was recently eliminated from the playoffs)
  • The "Heavenly" Association
  • Great Team (arrow pointing to team logo),
  • Great Beer
  • Fast Teams (arrow pointing to team logo) Drive Fast Cars (arrow pointing to sponsor logo)

    Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too.