I recently attended a Milwaukee Bucks basketball game. The Midwest Express Arena was maybe at half capacity. The lighting was too bright in the stands. And the game itself wasn't even that exciting. But, the marketing sure was!
Logos scrolled across the partition between the lower and upper tier seats. Logos on the scoreboard. Logos on the cups, the programs, even the game floor. But the most exciting marketing idea not only showcased a logo, but it also engaged the eyes and ears of every ticketholder in the space.
The announcement over the loud speaker: "it's time for the Midwest Express Airlines 'seat upgrade!'" The spotlight follows the Bucks mascot as he searches the "nosebleed" section for two lucky winners to abandon their seats for the two airplane seats located right down on the field. Pure marketing genius! Why?
This cost Midwest Express next to nothing. They simply installed two airline seats in a highly visible location. Therefore, spectators can watch these two lucky winners sit in luxurious seats eating freshly baked chocolate chip cookies (because anyone who's flown Midwest Express knows that all seats on their planes are comfortable AND you get fresh cookies). Great brand awareness. Plus, everyone in Milwaukee who follows the Bucks knows about this seat upgrade promo during home games, so the televised games will show the lucky winners (logo and all)!
Inexpensive; creates brand awareness; leverages the use of media beyond the event itself. What did I call this? Oh, yea, pure marketing genius.
What's your genius idea?
© 2007 BoostYourBottomLine.com
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Tuesday, January 23, 2007
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