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KIA MOTORS & THE WARPED TOUR
The Vans Warped Tour is the pre-eminent North American music and extreme sports festival featuring hundreds of “A” list punk rock and hip-hop bands, performing on multiple stages all summer long.
Challenge/Objective:
Source an ideal marketing platform to help Kia Motors launch its new, compact, mini MPV, the Soul, with a focus on increasing awareness and brand familiarity amongst cutting edge youths.
Solution/Tactics:
Recommended The Warped Tour’s cross-platform program as a natural partner because of its non-traditional reach, comprehensive, built-in media support, and tour stops in every major U.S. DMA.
After sourcing and negotiating the deal, SPM developed project’s POV, ROI, timelines and budgets, then managed and executed all facets of the tour integration including: creative, sweeps, original content, advertising across mediums (print, on-air, online, on site), while also liaising with Kia’s internal (Initiative, Innocean, D&G) and external teams (CCRL, Vans, Fuse, Ignition) throughout the tour.
Results/Yield:
Kia Motors has been a proud sponsor and the “Official Vehicle” of the tour since 2008. Over the past three years Kia has successfully developed brand equity via The Warped Tour partnership. The tour’s multiple “touch points” keep audiences engaged in the Kia brand, ultimately driving vehicle sales.
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MICHAEL KALISH PRESENTS: REALIZE
Michael Kalish began fashioning sculptures from old automobile license plates over two decades ago.
Following a private commission by Muhammad Ali and his wife Lonnie, Kalish has begun work on a larger than life, interactive, experiential sculpture which endeavors to capture the true ‘essence’ of Ali.
Challenge/Objective:
Collaborated on the ideation, creation and execution of “reALIze”, a seminal artistic piece that offers fans an opportunity to “touch & feel” Ali, while bringing his journey, beliefs, talent, personality and courage to life for those who revere him, and those who’ve never “experienced” him.
Solution/Tactics:
Built an external support team including: design, architecture, fabrication and installation firms, raw material supplier, rights holder agreements, as well as the development of a detailed PR/Marketing strategy, exhibit licensing, merchandising and content distribution plan.
Results/Yield:
Currently sourcing, negotiating and managing the project’s strategic relationships including: CKx and AEG. Our guidance, planning and execution has helped to develop this historic undertaking, which is set to launch in the spring of 2011 in Nokia Plaza at L.A. Live across from Staples Center.
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DEW ACTION SPORTS TOUR
Challenge/Objective:
NBC’s Dew Action Sports Tour was a start-up lacking any type of branding or visual identity. After a highly competitive agency review, Active Imagination (agency previously owned and operated by Adam Nisenson) was selected to develop the look and feel for the entire property, including logos for the events, sports and the Tour itself, as well as marketing collateral, on-site branding at the events and brand usage guidelines.
Solution/Tactics:
Performed extensive market research at skate parks, surf shops, concerts and other venues that attract the Tour’s target market. The unique green and black Dew Action Sports Tour logo was developed based on the results of this research, as well as alternate logos and individual sports logos. After creating the Tour’s brand (logos/icons), the individual event sponsor’s marks were then integrated together with the co-branded event-specific logos, while also maintaining the integrity of the overall Dew Action Sports Tour brand.
Results/Yield:
The Tour has an integrated look that makes all events and aspects instantly recognizable as belonging to the Dew Action Sports Tour. Fan response to the brand has been positive, and event sponsors and promotional partners are also enthusiastic about the design. The Tour will return for its sixth season in 2010.
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HOUSTON TEXANS
Challenge/Objective:
The Houston Texans needed to create a over arching theme for their inaugural season of 2002 which would complement their new team brand and stand out in the crowded Houston sports market.
Solution/Tactics:
Active Imagination (agency previously owned and operated by Adam Nisenson) designed all of the Texans’ collateral for the franchise’s first three seasons (2002, 2003 & 2004). By creating a look and feel that would match the team’s logo and brand while still creating a distinctive impression for each season, collateral was developed that effectively portrayed the Texans’ message and brand identity while creating excitement for the season.
Results/Yield:
The Texans received positive feedback on the collateral campaign from their most important constituents, fans, sponsors and team personnel.
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GRAMMYS 50th ANNIVERSARY CELEBRATION
The Grammy® Awards is a televised, annual music ceremony, honoring outstanding achievements in the music industry featuring live performances by prominent artists with global recognition.
Challenge/Objectives:
Tasked with creating a sustainable, annual, sponsor-friendly concert tour to celebrate the Grammy’s 50th Anniversary, to extend the experience beyond the February telecast.
Solution/Tactics:
Transport the “Live Grammy® Experience” to markets across the country via an event series, alongside production partner ERNY, managing and overseeing production, execution and sponsorship integration.
Results/Yield:
In 2008, the inaugural 5-market tour, sponsored by T-Mobile, featured performances by John Legend, Kid Rock, Seal, Sean Kingston, Missy Elliot and Busta Rhymes.
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FAN AWARDS NETWORK (FAN)
FAN is a series of annual fan-driven, ESPY-like, local award ceremonies honoring high school, collegiate and pro athletes in a variety of voting categories. FAN is supported by a robust, online community of members who vote, interact and participate in FAN related programming.
Challenge/Objective:
Successfully complete a beta test of the business model in Buffalo, NY, establishing FAN as a must attend, annual event, while also laying the foundation for program expansion to multiple markets.
Solution/Tactics:
Assisted in the evolution of the “concept” from idea to IP including drafting the business plan, financial model, branding and execution plan, website, voting categories, sales, valuations, market selection and event execution, while assisting to assemble a world-class management team, led by Emmy® Award winning producer and renowned sportscaster Ahmad Rashad.
Results/Yield:
After receiving over 616,000 online votes, the inaugural event, sponsored by Wilson Farms, Pizza Hut and Key Bank, was held at the famous Shea Theater. The lucky 2000+ in attendance mingled with a “who’s who” of Buffalo sports legends from Jim Kelly and Thurman Thomas to Ryan Miller and Matt Barnaby.
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HOUSTON ROCKETS
Challenge/Objective:
The Houston Rockets were planning their move from the Compaq Center into the new, state-of-the-art Toyota Center, and they needed to ensure that the Houston community was aware of the relocation and the opportunity surrounding it. With only four months remaining before the change in venue became permanent, the team needed help branding and marketing both their new home and their upcoming season.
Solution/Tactics:
Active Imagination (agency previously owned and operated by Adam Nisenson) got started right away—in only 4 months, they had approximately 8 months’ worth of work to complete! In addition to developing the overall look and feel of the collateral announcing the Rockets’ move, they were also responsible for drafting and designing the team’s season materials, including logo, signage, billboards, handbook, pocket schedule and tickets.
Results/Yield:
The campaign was a huge success, and soon after the season started, the Toyota Center became synonymous with the Houston Rockets. The Rockets and the Toyota Center were very happy with the results, and today the Rockets and their home arena continue to attract 17,000+ fans to every game.
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LXM PRO
All-Star Pro Lacrosse. Blowout Concert. One Event.
Challenge/Objective:
Rebrand the sport of pro lacrosse to mainstream audiences by creating a new business model, vastly different from the stagnant, traditional NLL/MLL league models.
Solution/Tactics:
Piloted the creation and development of an exhilarating “X-Games” festival model -- fusing the sport of lacrosse, entertainment and music together, creating a can’t miss series of localized events.
Oversaw the development, execution and expansion plans for the property, including: sponsorship sales, value propositions, collateral creation, PR, promotion, marketing, branding, website development, event production, team creation and the execution of ancillary events (i.e. a VIP kick-off party).
Results/Yield:
The inaugural, day-long event, “LXM 949” entertained 4,000+ fans in attendance, with attractions including: live comedy, a “Full-Contact” casting call for athletic-actors, lacrosse clinics, a college rivalry game, an All-Star showcase featuring 40 of the best players in the world, a live concert featuring 3OH!3, and celebrity appearances. Sponsors included: Nike, STX, EFX, Cascade, 20th Century Fox and Chipotle.
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BLUEFISH
Evolving from the acclaimed white glove concierge service, this global, luxury lifestyle brand targets those who exhibit an insatiable desire to have their finger on the pulse of the newest movements and trends in society and then indulge in them to the fullest.
Objective:
Develop, refine and re-launch the company with a new, enhanced global identity.
Tactics:
To legitimize this new business model and improve distribution, promotion, marketing and branding, SPM established strategic partnerships and agreements for the benefit and growth of the company.
Yield:
Currently sourcing, negotiating and managing strategic alliances with partners including: AEG, Sportsnet, Goldman Sachs and BofA. Our insight, guidance, planning and execution helped to meticulously develop the company’s new, growing foundation, as it poises for expansion.
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RELIANT ENERGY (HOME RUN DERBY)
Challenge/Objective:
The Reliant Energy Home Run Derby, a charity event to raise money for the Boys & Girls Clubs of Greater Houston, is held annually at Minute Maid Park in partnership with the Houston Texans and Houston Astros. As the sponsor of the event, Reliant Energy wanted a vehicle to both increase its donation to the Boys & Girls Club and create a new angle of interest for both its employees as well as the community.
Solution/Tactics:
The event needed a defined "look and feel" across all collateral, as well as an effective strategy that would increase community recognition. An enduring logo for the Reliant Energy Home Run Derby, as well as posters, HTML emails, VIP Passes, official event tickets and scoreboard graphics where created. Active Imagination (agency previously owned and operated by Adam Nisenson) was instrumental in the strategy and planning of the event, including the development of additional donation opportunities that would increase Reliant Energy’s donation amount and excite the children attending the event.
Results/Yield:
The 2008 Reliant Energy Home Run Derby was a huge success. More than $32K was raised for the Boys & Girls Club, making this 2008 initiative Reliant’s largest donation from this event to date. The event, with record participation and attendance from both the Astros’ players and the Boys & Girls Club children, attracted more than 10 different television and print media outlets, earning featured stories on both MLB.com and in the Sports Business Journal. The unified "look and feel" that was integrated across all supporting collaterals, raised the caliber of the event as a whole.
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SOG: SPECIALTY KNIVES & TOOLS
Leading manufacturer and marketer of specialty knives and tools utilized and favored by the U.S. armed forces, law enforcement personnel, industrial tradesmen and outdoorsmen worldwide.
Challenge/Objective:
Leverage Hollywood to strengthen SOG’s leadership and brand recognition amongst its target audience, while expanding the company’s reach to a broader, more mainstream consumer.
Solution/Tactics:
Form a strategic affiliation/alliance with former U.S. Marine Corps staff NCO, Film & TV star R. Lee Ermey aka “Gunny” (Full Metal Jacket, Texas Chainsaw Massacre). Research determined that his military roots and strong attributes embody the overall SOG brand message.
Results/Yield:
Closed deal between SOG and “Gunny.” Developed creative ideas to execute this new partnership including: leveraging and integrating his name/likeness in advertising, on the SOG website and via promotional and public appearances, most notably the SHOT show in Vegas.
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