Mar 25, 2011 at 12:25 PM
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UNM Athletics Turn to A Giant Pencil For Fan Engagement

Sports properties looking for new ways to engage office supply partners (e.g. Office Depot, Office Max, etc.) should take a close look at the following promotion executed by Lobos Sports Properties at a recent University of New Mexico home basketball game.

Lobos Sports Properties created a promotion where a blindfolded fan had to locate a giant pencil positioned on the court in a given time frame to win a grand prize. During the contest, fans had to try to guide the fan by shouting out simple instructions. The promotion is extremely simple (and commonly used in the collegiate sports space for a variety of corporate partners) but serves as an effective and engaging awareness driver, especially for a company like Midway Office Supply.

Lobos Sports Properties could consider taking the fan engagement aspect to the next level by rewarding a section with free office supplies (e.g. pack of pens per person seated in Section 108) if the fan were to locate the Giant Pencil... and possibly pens for the entire arena if he was able to locate it within the first 5 seconds.

With this promotion, it would be hard for fans to leave the arena that night and not remember the giant pencil! Check it out below:

Lobos Sports Properties has done a terrific job compiling all of its basketball arena inventory and promotions on an Official YouTube page, which can definitely be considered to be an industry best practice. Look for more college sports properties to leverage YouTube as a similar hosting platform for sponsorship inventory in the near future!

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. 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.