Take A Peck

So McDonald’s (being the sensible Olympic sponsor that it is), is launching a program that will enable up to 300 kids from around the world to travel to the 2008 Olympic Games to share their stories and experiences with their local communities and hometown news outlets.  Through this once-in-a-lifetime journey, the “McDonald’s Champion Kids” will have the chance to see the Games, meet Olympic athletes, visit cultural sights, and interact with kids from across the globe. 

Sponsors love to play the “kids card.” Do it for the kids, and you can’t go wrong, right? Send some kids to a baseball game, get some free press, send some to the Olympics, get more free press. Athletes are also involved in kids programs. Sign a couple basketballs, hang out with some kids and an athlete becomes a good guy, right?

Even Shaq’s doing the kids thing, with ABC’s “Shaq’s Big Family Challenge,” where he has six months to get six fat kids into shape.

I’d really like to see a field-day style competition between McDonald’s Kids and Shaq’s Kids. Here’s how it would play out:

Tug-of-War - On average, Shaq’s kids are stronger, but the McDonald’s kids get to choose the 6 fattest of the fat to compete in this event. It’s an easy victory for the Big Mac Attack.

Relay Race - Race organizers decide to use McRibs in place of batons for this event. Shaq’s troops pull out the victory, as the first McDonald’s racer decides to eat the baton, instead of pass it.

Basketball Shoot - The Mikey D’s kids have old MJ commercials to watch, and Shaq’s kids suffer from an inability to make free throws…

Hurdles (Special Coach’s Challenge: Shaq vs. Ronald McDonald) - Even at 300+ pounds, Shaq still has more ups and more agility than Ronny, whose funny red shoes team with gravity to give him a giant 2 inch vertical leap. Shaq secures the victory.

Shuttle Race - It’s readily apparent that McD’s kids aren’t familiar with real food, One of them eats the wooden block and describes it as “heavenly.” Shaq’s kids, who have participated in every event so far, are too tired to even walk, yet still manage to crawl to victory, while McD’s Kids are trying to get the wooden block added to the value menu.

The Verdict- Shaq’s Kids win. However, they are tired of coach Shaq and are hungry. Everyone eats McDonald’s and is happy. Great PR and ROI for McDonalds.

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This week’s issue of IEG’s Sponsorship Report has an interesting article about how virtual worlds can generate real-life benefits for sponsors and properties. Virtual worlds still have a ways to go before they become as viable a vehicle/space as MySpace or Facebook, which both have over 20+ million users each. However, the popularity of virtual worlds has been increasing steadily–1.8 million users logged in to Second Life in the past 2 months–despite the fact that these worlds take a lot of time to learn how to use.

IEG’s article mentions three benefits virtual worlds can offer properties and sponsors:

• Expand reach beyond physical events and venues

• Additional exposure and access to consumers, thereby increasing the value of sponsorship packages

• New revenue streams though online sales of merchandise, tickets, etc.

These are good in that they are examples of things that benefit companies and brands. But brands need to consider how their presence will affect virtual world “residents” before they get involved. Most importantly, a corporate space in a virtual world should be fun, and offer “residents” opportunities to try new things.

The NBA recently got involved in Second Life by creating an NBA Headquarters there. This is a good step for them, as it allows them to incorporate existing sponsors (specifically Cisco, T-Mobile and Toyota) and add value to their sponsorships. However, I’d like to see them push the envelope a little more. Instead of the current half-court shooting contest at T-Mobile arena (which is essentially the same as the boring, real-life contest), why not let people create their own dunks, or take video of themselves dunking from the free throw line , or even the three point line? People in Second Life can fly around, so why not take advantage of this, and play off the ongoing debate that the best dunkers don’t just jump; they fly.

While the NBA could improve on its offerings, it is offering some unique benefits, such as the opportunity for people to watch past playoff games and other highlights in various video lounges. It will be interesting to see how other leagues approach virtual worlds–what content they decide to share and what opportunities they create for sponsors and fans.

Update: Check out what Scion is doing in the virtual world space.

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I thought I’d share some great sports marketing blogs I read, and you should, too, if you want to stay on top of what’s happening in the sports business world. Feel free to share any other good ones I should add to my reading list.

Sports Business News

• http://sportsbiznews.blogspot.com/
• An extension of Sports Business News, featuring the comments and insights of SBN Publisher Howard Bloom

Sports Marketing 2.0

• http://www.patcoyle.net/
• Pat Coyle, Executive Director of Digital Business for the Indianapolis Colts, shares the observations, research and results that will inform the Colts digital strategies.

The Sports Economist

• http://www.thesportseconomist.com/
• Multi-author blog written for students, scholars, and fans who want to think about economics and sports.

SportsBiz - The Business of Sports Illuminated

• http://thesportsbizblog.blogspot.com/
• Blog by a lawyer that includes sports business news, trends and commentary

Sports Law Blog

• http://sports-law.blogspot.com/
• All things legal and relating to the sports world, written by four sports-law professors, plus guest contributors

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Just thought this was a pretty cool way for Visa to leverage its relationship with the NFL.

Buffalo Bills linebacker London Fletcher-Baker teamed up with Visa to introduce Buffalo-area students to an interactive money management computer game called “Financial Football.” The game, which Fletcher-Baker demonstrated at a high school, tests students’ money skills in an online football simulation environment: The more students know about money and finances, the more they advance the ball. The event was part of a 17-city national launch by Visa and the National Football League to help young people learn about and take control of their financial futures. (Business First of Buffalo, 10/3)

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Who doesn’t have a reality show these days?

Scratch NASCAR off that list. Their upcoming reality TV series is called “Angels,” and it debuts Sept. 12 on ABC affiliates in major cities and WGN. According to SportsBusiness Daily, the show is a mix between “Pimp my ride” and “Extreme Makeover.” Freecreditreport.com is currently the show’s major sponsor. Hosts Rusty Wallace and Shannon Wiseman will visit 10 markets, many near NEXTEL Cup events, and find people whose lives are limited because of their cars’ problems.

My Jeep gets horrible gas mileage…does that count?

Writing the script to a reality show seems pretty easy these days. You don’t have to reinvent the wheel or anything, and NASCAR’s show is clearly an example of this.

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This has got to be the strangest form of sponsorship I’ve ever heard about.  In an effort to hit Energizer where it hurts, Panasonic’s Oxyride brand provided financial support for 5 bunnies to be neutered in NYC on June 15.  Panasonic had a branded vehicle called the Neuter Scooter, to support it’s Neuter Your Bunny campaign.  To make things stranger there is an actual Neuter Scooter website.  I can’t tell if it’s a mock site affiliated with Panasonic or if it is an actual mobile vet clinic.  This whole thing is too weird for me.   Craziness.

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