Pro Walk at the US Open Sponsored by American Express a Big Hit

American Express is a rock-star at experiential marketing and if you want to see a great example, just check out their successful Fan Experience at the US Open in New York. Creative and unique interactive, and exciting experiences for their cardmembers and well-planned brand/product placement, offered their customers a fun filled day and reminded them that they were well taken care of by the company. The US Open American Express Fan Experience marketing event was a huge success in New York this year. Fans that attended got a once in a lifetime chance to be the tennis star they have always dreamed of being…and more! Fans were definitely reminded that “Membership Has Its Privileges” when they attended this experimental marketing venture.

The company’s fan experience was creative, engaging, and worked well with the “Open Like a Pro” theme of the brand’s goal for this year. The American Express Pro Walk actually gave lucky attendees the chance to enter and walk onto center court at Arthur Ashe Stadium, just like a true tennis star.  This unique experience was a huge hit with fans and let them experience being in the limelight that is usually reserved for professional athletes.

The highlight of the 20,000-square-foot US Open American Express Fan Experience, Pro Walk, used a combination of huge tennis ball, holograms, a virtual reality feature, and other digital effects that put the fan eight smack dab into the life of a professional tennis player that started with a “Player Check-In” and took them through an emotional tour of behind the scenes fan experiences which let them walk in the footsteps of legends.

Fans were ushered through the “Locker Room” where they registered, swung a digital tennis racquet, and announced their name. From there, they entered a LED-lined tunnel loaded with graphics, surround-sound audio, and even listened while the paparazzi called their names. When it was their turn to shine, they stepped inside the dome where they saw a replica of center court, were greeted by the roar of the stadium crowd, and looked to the Jumbotrons to see themselves walking onto the court at the US Open! If that wasn’t enough, they were then handed a tennis racquet and the crowd went wild as their opponent failed to return the serve! And to top it off, fans received a video of their American Express Pro Walk experience to commemorate their day.

According to American Express VP of global sponsorships and experiential marketing, they got their inspiration for this year’s activities from their cardmembers. They look at their cardmembers as professional fans. They attend the US Open each year and know all about how to navigate the sporting event and exactly where they want to go. American Express wanted to help the fans experience the US Open like never before.

In addition to the wildly successful Pro Walk, there was also the American Express Card Member Club, which offered a variety of complimentary services, including athlete meet-and-greets, American Express radios with commentary of the games, match updates and American Express brand ambassadors to help members and answer questions.

The company’s fan experience was creative, engaging, and worked well with the “Open Like a Pro” theme of the brand’s goal for this year. The American Express Pro Walk actually gave lucky attendees the chance to enter and walk onto center court at Arthur Ashe Stadium, just like a true tennis star.  This unique experience was a huge hit with fans and let them experience being in the limelight that is usually reserved for professional athletes.

The highlight of the 20,000-square-foot US Open American Express Fan Experience, Pro Walk, used a combination of huge tennis ball, holograms, a virtual reality feature, and other digital effects that put the fan eight smack dab into the life of a professional tennis player that started with a “Player Check-In” and took them through an emotional tour of behind the scenes fan experiences which let them walk in the footsteps of legends.

Fans were ushered through the “Locker Room” where they registered, swung a digital tennis racquet, and announced their name. From there, they entered a LED-lined tunnel loaded with graphics, surround-sound audio, and even listened while the paparazzi called their names. When it was their turn to shine, they stepped inside the dome where they saw a replica of center court, were greeted by the roar of the stadium crowd, and looked to the Jumbotrons to see themselves walking onto the court at the US Open! If that wasn’t enough, they were then handed a tennis racquet and the crowd went wild as their opponent failed to return the serve! And to top it off, fans received a video of their American Express Pro Walk experience to commemorate their day.

According to American Express VP of global sponsorships and experiential marketing, they got their inspiration for this year’s activities from their cardmembers. They look at their cardmembers as professional fans. They attend the US Open each year and know all about how to navigate the sporting event and exactly where they want to go. American Express wanted to help the fans experience the US Open like never before.

In addition to the wildly successful Pro Walk, there was also the American Express Card Member Club, which offered a variety of complimentary services, including athlete meet-and-greets, American Express radios with commentary of the games, match updates and American Express brand ambassadors to help members and answer questions.

NBC and Nitro Circus Live

On November 17, NBC’s host of Nitro Circus Live will feature heart-stopping stunts, performing athletes, record-tricks, freestyle motocross, skate and BMX. Nitro Circus is well-known for its fascinating, excitement-inducing antics, and NBC’s direct sponsorship definitely injects its brand with a new range of motion.

The Nitro Circus Live Event Roundup

Nitro Circus’s eccentric barnstormers imbue the modern flying circus with some of the industry’s finest, most exciting inclusions. Daredevil vehicles, wings and wheels are all there, run by expert stunt-men and women. Most of the event’s air-side activities have, in the past, featured astounding tricks like the ‘double front-flip tail-whip,’ while smaller tricks run amuck across the stage below.

Nitro Circus infuses adrenaline and gasoline, creating fiery displays with a circus-like vibe. It’s all showbiz, but the event’s dangers are very real. Performers take good time preparing for every turn, every trick and every angle, ensuring protection is maximized. Its non-motorized Giganta Ramp is the event’s mainstay, attracting repeat visitors on its merits alone. Harnessing a design revaling one of Evel Knievel, the Giganta Ramp launches non-motorized vehicles up to 60 mph in seconds.

NBC’s Sports Ventures

In 2010, the Nitro Circus television show was adapted and enhanced by its at-the-time CEO, Michael Porra. The all-new, must-see live event might’ve replaced the television phenomenon, but Nitro Circus Live garnered an entirely new audience and smashed box office records. Its diehard television fans arrived, and its masses from Australia, Canada, Europe, the United States, Japan, China, New Zealand, South Africa and the Middle East heralded an in-the-flesh event.

NBC’s Sports Ventures Unit, meanwhile, acquired and developed new angles to target the Nitro Circus Live audience. The NBC Sports Ventures Unit, itself, has repeatedly developed new properties for NBCSN, NBC Sports and the Golf Channel. All of NBC Sports Ventures properties are directly sponsored by NBC, and big-name brands like Reebok Spartan Race, Red Bull Signature Series and Nitro Circus are but a few of its grandest obtainments.

Visibility and Popularity

Nitro Circus live thrives beneath NBC, acquiring massive popularity through Facebook, Twitter and television spots. The NBC Sports Group and Nitro Circus have recently created a multi-year partnership, pairing with Jed Mildon’s record-breaking BMX quadruple backflip event. Nitro Circus: Crazy Train, meanwhile, has become NBC’s newest eight-part series. The reality series, capable of sustaining the original Nitro Circus weight, will be featured on NBCSN.

In the world of experimental marketing, Nitro Circus Live takes the cake in terms of direct approaches. Motorbike backflips, global media attention, famous athletes and event face-offs drive Nitro Circus Live, and NBC’s umbrella impact pushes the limits. Adapted from a show to a live event, Nitro Circus Live is an extraordinary maneuver. The brand’s attention, first and foremost, was derived from its power-packed construction. While a live event seems, at first, almost necessary, Nitro Circus Live is the result of years of planning. Likely, NBC will continue Nitro Circus Live alongside Nitro Circus: Crazy Train, partnering the event’s jaw-clenching features with the brand’s original market platform.

The Dick’s Sporting Goods Hood to Coast Relay

Enhance your competitive spirit with the Dick’s Sporting Goods Hood to Coast Relay taking place on August 28-29, 2015. This 198-mile relay is in its 33^rd year, welcoming runners and walkers from all over the world. This event welcomes local and national residents, and runners/walkers who are headed to Oregon for this special occasion. This event will simulate a track among the mountains, complete with bays for pit stops to drink water and eat food. A mini relay race to mirror the actual event. Participants can either use the actual track built around the venue and keep track of their miles, or utilize the digital simulators all throughout the venue. Sponsors and vendors alike will be able to display their products.

Workshops will be held around the venue on walking, running and how to stay healthy. There will be demonstrations on different types of shoes, what they do and how they can assist. Nighttime safety will also be offered as a workshop for those individuals who like to run or walk in the early morning hours or late in the evening.

“Teams” will be allowed to compete for prizes upon completion of certain milestones. Celebrity performers will be in attendance, as well as national runners who will be available to take pictures and discuss how running has changed their lives. This will be a two-day themed event to commemorate those who are walking or running in the main race. Vendors will be on hand selling shoes, clothing and other accessories for running and walking. Participants and attendees will be able to purchase clothing to participate in the event onsite.

Tickets for this multi-day event start at $200, which includes a t-shirt, digital tracking device to measure how many miles you have walked, access to all the sections of the event, and an autographed picture with a celebrity. Pictures with the celebrities will be an additional cost,

The annual Hood To Coast Relay takes place annually in late August, usually on the Friday and Saturday prior to Labor Day and is one of the largest and longest relays in the world. The Hood to Coast Race Series partners with a number of charities, including the American Lung Association, Historical Outreach Foundation, Boys and Girls Club, and Leukemia & Lymphoma Society. There are a number of additional races under the Hood to Coast series, including the Hippie Chicks Race Perks, Helvetia Race Perks, Red, White & Blues Race Perks, Crawfish Crawl Race Perks, Pints to Pasta Race Perks and the Turkey Trot Race Perks.

Nike Women’s Half Marathon San Francisco

A runner’s life has never been more exciting as entrants gear up to participate in the Nike Women’s Half Marathon San Francisco October 18, 2015. Part of a nationwide runner’s event, Miami is one of the locations where Nike will feature their challenges, triumphs and successes. This event will feature Nike and their community support for runners. A party held for runners from Miami participating in the event, and local running organizations, the venue will be decorated like a huge track with Nike paraphernalia all over. Big screen televisions will cover one wall, as the San Francisco half-marathon will be televised for everyone to watch. Drinks will be available in mini water bottles, food will be served buffet style and the entire atmosphere will be inspiring to runners from all walks of life.

With over 20,000 women participating in San Francisco, and hundreds of runners here in Miami, this event is an excellent showcase opportunity for Nike to conduct runners’ workshops. Attendees will be able to try out the newest technology for runners and participate in simulations. Attendees also get information on the latest women’s training shoes, clothes and apps all designed to help runners’ track their routes and learn how to run smarter.

Runners who will be heading out to San Francisco to take part in the marathon will receive a special gift pack from Nike and their sponsors, while local runners will have an opportunity to hear about other upcoming marathons taking place all over the world. Attendees and participants will also become a part of the Nike training club, with an opportunity to participate in a full-day training challenge featuring the world’s best fitness experiences led by Nike Master Trainers.

Popular musical artists will perform, with celebrity chefs creating and demonstrating healthy lean meals, making this a celebration of fun and fitness. Tickets for this event will start at $40, with tickets for runners participating in the San Francisco marathon priced at $20. This event marks the 12^th annual half marathon for the San Francisco area.

The Nike Women’s Race Series occurs every year and is the largest women’s race series in the world with distances ranging from 5K to 15K. The locations for 2015 are Nagoya, Hong Kong, Lima, Mexico City, Guangzhou, Taipeu, Manila, Quito, Seoul, Amsterdam, Medellin, Istanbul, Milan, Moscow, Stockholm, Berlin, Toronto, London, Paris and San Francisco.

Miami Heat Presents It’s Hot in Here!

Who wouldn’t want to party with NBA champions? In April 2016, the season will be winding down in preparation for the playoffs, where viewers and season ticket holders will be ready and waiting. The Miami Heat presents It’s Hot in Here! event, where dedicated season ticket holders will personally meet and mingle with the team. This event will mirror a basketball court, complete with Heat dancers and cheerleaders dressed like the players. Varied dessert stations and food courts named after players, cupcakes in the shape of basketballs, and other food and drinks will provide the ultimate experience for those who love all things Miami Heat, and for those special visitors randomly selected to participate.

Highlights of winning championships and current games will be displayed on large rotating screens. Enjoy Heat karaoke with the players and other inclusive activities that break down the barriers between players and people. There’s something there for everyone – imagine a Heat carnival all in one place for season ticket holders and their families.

Sponsors and vendors will join the excitement with giveaways and special booths to say thanks throughout the event. Appearances from local and national celebrities, the entire front office, and former Heat notables will all be a part of the exclusive venue, such as Alonzo Mourning, James Posey, Shaquille O’Neal, Glen Rice, Tim Hardaway, Jamal Mashburn, PJ Brown, Eddie Jones, Gary Payton, Rony Seikaly, and Udonis Haslem. Personal autograph signings will be available for pre-purchased material and other items on sale at the event.

Standard tickets for the event start at $40, while VIP incentives starting at $60. Tickets are available through the Heat office, with additional tickets going on sale shortly thereafter through Ticketmaster.

The NBA’s regular season ends mid-April every year, and the NBA Playoffs begin, which run through the middle of June. The Miami Heat holds three season championship rings for the years 2006, 2012 and 2013, with Dwyane Wade as part of the dream team for all three championships, and Chris Bosh as part of the dream team for the last two.

Build Your Own Tough Mudder Team Sweepstakes

Monster Energy Drink has expanded its promotional efforts to the Tough Mudder world—and its January 1 to December 31 sweepstakes combines remote marketing and live-action events with great teamwork and flair. With over 15 obstacles, 10 miles of madness, adventure and new product reveals, Monster Energy provides its consumers with an unparalleled, high-energy trip.

The Sweepstakes

The Monster Energy Drink Build Your Own Tough Mudder Team Sweepstakes has already begun, and it runs until late 2015. Available through brand purchasing, the sweepstakes awards the winner with a six-person trip in a selected 2016 Tough Mudder event. Consumers are instantly entered into the sweepstakes by accessing Monster Energy Drink’s website promotional banner or by scanning its in-store, specially marked displays.

Of course, smartphone access is required for QR code access, pairing Monster Energy Drink with mobile industry app giants. The sweepstakes page, once accessed, proposes instructions necessary to complete the process. Page visitors then submit their entries, procuring any requested information. One entry per person is awarded, and participants may enter once per sweepstakes period—regardless of entry method. Eligibility is evenly distributed, ensuring fair play amongst all consumers.

The Event, Prizes and More

The event weekend offers grand access via its Trip Prize Package. Winners receive a round-trip, economy class airfare ticket package for themselves and five others, departing from nearest airport. Upon arrival, sweepstakes winners are then provided with ground transportation before events begin.

The 2016 Tough Mudder, itself, is a team-oriented obstacle course designed to test mental grit and physical strength. Incredibly popular among several age groups, Tough Mudder is renowned for its world-class obstacles, exhilarating experiences and memorable events. Monster Energy Drink, a previous sponsor, gains quite a bit by procuring participants through its program.

Sweepstakes grand prize winners are also awarded $1,000 in spending money, three nights of hotel accommodations and six Muscle Monster gear packages. Another 100 other winners each obtain one Monster Energy wind breaker, worth approximately $100.

Monster Energy Drink’s Brand Proposal and the Tough Mudder Pledge

Monster Energy Drink’s experimental Build Your Own Tough Mudder Team Sweepstakes combines camaraderie with the brand’s intense identity. Tough Mudder, itself, is well-known for its hardcore dedication to “overcoming all fears” and completing hardships. A worthy arena for Monster Energy Drink’s appearance, it additionally propels monster’s top-ranking marketing efforts.

Monster Energy Drink’s company sales are expected to expand by 53 percent approaching 2017, beating other U.S beverage companies valued over $50 million. The multi-million dollar company has claimed the energy drink world, utilizing effective marketing strategies to further increase their budget, advertising promotional ventures alongside excellent competition opportunities. Monster Energy Drink further fuels its brand with fitness and respective athleticism—making Tough Mudder a fine resource for brand promotion.

Free promotional giveaways are a Monster Energy cornerstone. Like Red Bull, the brand exceeds in realms related to physiological functions and presentation. Few Monster-sponsored events lack company representatives, and few high-energy events like Tough Mudder lack social atmospheres and outdoor environments capable of enhancing great brand contact. Where Tough Mudder is considered, Monster Energy Drink will likely hit a home run, remaining its industry’s powerhouse brand.

Miami Beach Polo World Cup

November is right around the corner, and the Miami Beach Polo World Cup will be in full swing. Taking things to the next level, the host sponsor and other entities present parties and preview events for an enhanced experience for the crowd and VIPs. This event simulates a polo field, complete with attendants dressed like jockeys and more. Food, drinks and other amenities can all be named after a horse, jockey or sponsor participating in the event. This is an open party experience for patrons who want a closer look into the life of a jockey.

With a no-holds-barred landscape, vendors and retailers will join the party and display their wares to get patrons ready for a fun time in the sun. A multi-day party, this event travels from the beach to the venue for two remarkable days. Appearances from jockeys, a fashion show and musical entertainers will cater to the elite and local patrons.

Special booths and party VIP sections will be hosted by the Miami Beach Convention Center and Authority, Act Productions and Polo Life which are invitation only. Standard tickets for these events start at $40, with VIP events starting at $75. Tickets are available through the Miami Beach Convention Center and Authority, but will go on sale publicly July 1.

The Miami Beach Polo World Cup brings the “sport of kings” to the shores of South Beach for three days every year during November. First held in 2005, the event features an international lineup of competition, with polo teams coming from as far away as Argentina, Brazil and Germany to compete for the La Martina Trophy.

All Miami Beach Polo World Cup polo matches are held directly on the beach— making the South Florida polo tournament “the world's largest and most prestigious Polo Tournament on the Beach.” The beachside competition is between 20th and 22nd Streets, near The Setai, a South Beach luxury hotel located in the Art Deco district of Miami Beach. More than 10,000 people attend the event over four days each year.

These are not events you want to miss! For the ultimate polo experience, get your tickets for these exclusive parties and activities today!

Event Production & The World Cup

Producing an event is the step by step formula for event planning that is used from the conceptualization of an event to the actualization of the event. It involves the stages passed through to make an event successful. Event planning can be said to be similar to movie production since it involves; conceptualizing the event, planning the event, marketing the event, managing the event, selling tickets to the event and many more elements.

Sporting events, such as the World Cup, are a great example of an event that has an ongoing global market. Be sure to catch tonight’s UEFA 2014 World Cup Qualifier soccer game -England vs. Montenegro!

Here are some of the stages of producing an event.

Event Conceptualization and Analysis

The first step of planning an event for marketing is seeing a need for producing an event. It is important to establish a specific goal that can be accomplished before you decided to move forward with event marketing. Smart event production managers do a market analysis to determine their demographics and to seeing a gap that needs addressing. A good example is a sporting event. After realizing there is a lot of teams that are practicing and performing well in a sport, an event producer may come up with a sporting event that brings all these teams together to enhance the competition. The teams will get rewards for their hard work; while at the same time make the event producer makes money as well. In the above example, there is a need, a platform and a result. Many event producers utilize the S.W.O.T. (Strengths, Opportunities, Weakness, and Threats) analysis to come up with events

Event Preparation

Event planning involves budgeting, setting the dates, looking for venues, getting permits and taken care of the event logistics. No event can be successful without strategic planning of how an event should flow. In the example above, event producers would select the participating teams, secure the venue, sell the tickets to the event, look for venues and begin promoting the event.

Getting Partnership

Most events are not funded by an individual. Rather, it is a collective effort by many individuals with an interest in the event. In the example above, the event producers can apply for government grants, broadcasting rights, in addition to reaching out to sponsors from sportswear manufacturing companies, those who wish to advertise in the stadiums, people with financial muscle to fund the operations etc. Event production is big business. Event producers are seen as the ultimate bosses of the whole event.

Event Calendar

Event planning also involves coming up with a calendar of the event. Proper timing is crucial here. You should not plan an outside ice skating event during summer. Similarly, you should not plan a fun family event when kids are in school. Also, it is important for event producers to do their homework when selecting an event date to ensure that there are no other competing events on that same day in order to maximize attendance. 

Logistics

An event producer will be directly involved in the event logistics team. Event planning involves coming up with a budget for the event. Logistics such as infrastructure, hospitality, ticketing, human resource management and quality assurance can require a lot of funds to finance. An event producer, being the financier in chief of an event, needs to be in the know of how this money is being utilized. In short, event production is the umbrella to all the other activities done when organizing an event.

Miami Heat and Nike's Frozen Moment

The Miami Heat's exciting game seven win over the San Antonio Spurs and the victory parade are just sweet memories now, but if you are like many in the metropolitan Miami area, you're probably reluctant to give up your basketball Jones just yet. And who could blame you? The two-time NBA champion Heat have brought a level of sports mania to Miami that hasn't been seen before, which makes this city the perfect next stop for an amazing "frozen moment" art installation from Nike. http://youtu.be/OPK-r4eU2Co

The living artwork, which was staged in Venice, California, was designed to show basketball player Chris Paul making an amazing shot. To create this huge art set piece, Nike used numerous Chris Paul lookalike models lined up in a row as well as a number of props, including frozen basketballs, splashing concrete, pigeons and bicycles. This "frozen moment" is a spectacular example of experiential marketing.

Nike's "frozen moment" covers a lot of ground so for it to work in Miami, this art installation would need to be set in a large venue, such as the 70,000-square-foot Soho Studios. With its industrial detailing, this very versatile event space in Miami also boasts an edgy atmosphere that would be perfect as a backdrop for a "living" art installation.

Its location in Miami's vibrant Wynwood Art District is another reason why Soho Studios is perfect for a creative art installation. Plus, this venue has already been home to a number of exciting events in Miami, including Art Basel Wynwood and Miami Fashion Week. Soho Studios also boasts a staff that is well versed on setting up for big events and handling large crowds.

If you are planning an event or an electrifying marketing piece similar to Nike's "frozen moment," you should check out Soho Studios. This venue in Miami, which can be configured to the specific size and needs of your function, is fast becoming one of the most popular for interesting events in the entire city