It is always interesting to learn how other brands are delivering content. At Old Hat, we get to work with many brands and each one is unique. Each organization knows their fanbase and has ideas on how to get that emotional reaction from them.
I was also able to attend a few different sessions at the conference. One I found particularly interesting was about personalizing the web experience. NBA teams are doing some innovative things with geographically based content. The speaker was from the Trailblazers and he went through their process of serving different ads and content based on the zip code where the user is located. This allows them to not waste fans’ time. If a user on the site is from North Carolina, the chances they will be able to purchase season tickets is very slim. With the website, the Trailblazers are able to serve up content that might be more relevant to a fan in North Carolina while simultaneously serving up different content to fans who live closer to the team. Each fan is seeing the content they prefer, which makes it considerably more likely that the website will become a part of their regular habits. This is a great example of efficient use of a website and how to effectively develop a digital community.
Another session I attended was about Atlanta United, a new team in Major League Soccer. They are in a unique position since they are a completely new team in a city that did not previously have a soccer club. They have been able to create unique content as they have started the team, created their kits, and added players to the roster.
With the conference being located in downtown Atlanta, we were also able to tour the College Football Hall of Fame. It was a cool venue and had some interesting technology. Upon entering, you are given a badge with a RFID chip inside. This identifies your name and favorite team at all of the exhibits. Digital exhibits change to display your favorite team’s content. It creates a unique experience for each visitor and allows all schools to be represented in some way.
We all remember that iconic scene from She's All That - only one of the best Freddie Prinze Jr rom-coms of 1999. Okay, so maybe only if you were a teenage girl around that time.
The New York Knicks went the "be silent, be still" route recently by executing pre-game festivities and the first half of the game WITHOUT any background music or entertainment. Prior to the game, they posted a message on their video board: The first half of today's game will be presented without music, video, or in-game entertainment so you can experience the game in its purest form. Enjoy the sounds of the game.
So what did that mean?
Player intros were done with lights on and no background music
No team intro/hype video
No clap-along music beats during possessions
No filler music or video board segments during timeouts
No video board sponsor animations/promotions (NO KISS CAM??) (Or this awesome mom??)
As expected, there were many opinions and viewpoints on this little experiment.
Old School Fans - appreciated experiencing the sport in its purest form. #Classic, if you will. Fans could focus on the intricacies and strategies of the game without distraction. These are the fans who think the game is enough and the music is too loud. However, these basketball purists probably are not the demographic the NBA is hoping to target. The Knicks aren't trying to convince these fans to come to the game. They're going after those casual fans, who might be perfectly content watching the game at home on their big tv. The fans that have a lot of other options for entertainment in the greatest city in the world.
Players - You would think the players would also appreciate the game without "distractions," but players from both teams shared their concerns and said it was weird and different than normal. It was Golden State's Draymond Green, who said, "That was pathetic. It was ridiculous. It changed the flow of the game. It changed everything. You get used to playing a certain way. It completely changed it. To me, I think it was completely disrespectful to everyone from [NBA senior VP of entertainment and player marketing] Michael Levine to [Warriors president and COO] Rick Welts and all these people who've done these things to change the game from an entertainment perspective."
Who knew what happens off the court has so much impact on the court? Personally, as a competitive gymnast, I learned to block out the noise while I was up there balancing on that beam. Sure, people were cheering for me, or more likely the three other gymnasts simultaneously competing on the vault, bars, and floor complete with loud floor music, but I didn't hear any of that.
Team Employees - You would assume those responsible for in-game production were thinking how nice the first half was having nothing to worry about. However, the Knicks organization, like the first half in Madison Square Garden, have been silent on the matter.
Here's a video of one of the timeouts during the game. It is eerily silent.
MSG is going old school and playing no music, video or in-game entertainment for the first half. This is what it sounds and looks like: pic.twitter.com/PxYJp1CpIt
Since starting these 20 Questions posts we've had some quality go-to karaoke song answers, but we believe that Abilene Christian University's Dave Kinard would really put on quite a show. Seriously, who picks David Allen Coe's "You Never Even Call Me By My Name"? A seasoned karaoke man, that's who. It's all about crowd involvement, folks.
Do we primarily work with seasoned karaoke-rers? No. Maybe? Well, I know we really enjoy working with them! And that's likely one of the reasons why we work so well with Dave! Also, he has an incredibly adorable baby. So, karaoke and cute babies. Those are the secret Old Hat ingredients.
Old Hat has a partnered with ACU since 2013 and with Dave the last two years. Hannah says Dave brings a lot of energy to each new project and if you know Hannah that's really saying something.
Below is one of our latest projects with the fine people at ACU.
It's only a four-hour drive to Abilene and they've got that 72oz steak challenge at The Big Texan. We'll see you soon, Dave!
1. NAME: Dave Kinard
2. OCCUPATION/TITLE: Senior Associate Director of Athletics
3. HOMETOWN: Tulare, CA
4. PREGAME RITUAL: It’s a long day, so I start it off with some hype songs in the truck on the way with a Dr. Pepper or Mountain Dew in hand.
5. FAVORITE THING TO SNACK: See previous answer…
6. FAVORITE THING ABOUT YOUR JOB: It’s fun! We get paid to go to games people pay to go to. More importantly, we get to have an impact on the people and students around us while we do it.
7. LEAST FAVORITE THING ABOUT YOUR JOB: Meetings about solving an issue that shouldn’t have happened in the first place.
8. HIDDEN TALENTS/HOBBIES: My wife and I love live music and always are up for anything from a concert or listening to a guitar player around a campfire. I have also been called a “human jukebox,” being able to name an artist and know lyrics to just about anything on the radio.
9. ADVICE TO YOUR YOUNGER SELF: Enjoy the process and invest yourself in the people, not the results.
10. YOUR GO-TO KARAOKE SONG: Have to get crowd involvement so I go with “Livin’ on a Prayer” by Bon Jovi, or from my Kentucky days “You Never Even Called Me By My Name” by David Allen Coe.
11. FAVORITE MOVIE: This is hard, don’t know if I can just pick one… Top Gun, Airplane, Old School… pretty much anything you can hear me quoting from throughout the day.
12. FAVORITE TV SHOW: If I can’t say Sports Center, I will go with Fixer Upper.
13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: Why are you laughing at us?
14. FAVORITE PLACE TO EAT: Firestone Grill, San Luis Obispo, CA
15. WHAT DO YOU ORDER THERE: Tri-tip Steak Sandwich with fries
16. FAVORITE DISNEY PRINCESS: Have to go with the original, Snow White.
17. WHAT’S YOUR SPIRIT ANIMAL: My nickname in little league was Gorilla, so there is probably some truth to that. Big and bad on the outside, but a kid at heart on the inside.
18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: I found out that my zipper was unzipped during a job interview (wardrobe malfunction). Needless to say, I didn’t get that job. Checking for any malfunctions has since been part of my routine prior to any interview.
19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: How I Met Your Mother
20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: Many would probably say Pediatrician, since it was my 4th grade dream, but I think I would be best as an A&R Director for a music label.
For more than 13 years, Old Hat has been an industry leader in design for athletics organizations. There is no firm in the country over that same period of time that has worked with more athletic programs and produced more creative for sports organizations than Old Hat. The majority of what we've done, however, has been small format projects. We've done thousands of posters and schedule cards, websites and tv spots. And while the hundreds of intro videos we've produced play in very large formats, our focus has always been on the attendance and game experience aspect of athletics. Pure and simple, Old Hat helps universities and professional sports organizations fill their seats and improve the fan experience once they're in those seats.
But along the way, we've been called upon to put our design skills to use on large format offerings. A wall wrap here, a pole banner there. And over the course of time, we ended up producing hundreds of environmental graphics pieces for our clients. Mall banners for Michigan Basketball. A building wrap for the Oklahoma City Thunder. Window clings for the University of Utah. We designed it and sent it off for production and installation.
Then one day, I got a call from SMU. They had received estimates from a number of vendors to redo all of the environmental graphics for their football offices. The costs were astronomical. So they came to us and asked us to handle all of the design, production, and installation of the entire project. They did that because there is an established level of trust. They knew that Old Hat would do top-notch design and that we would seek out the most cost-effective ways to print and install it. And that's exactly what we did. Three floors of wall wraps, 3-dimensional lettering, a digital wall display, a back-lit SMU logo, fabric wraps and more.
Because of the success of that project and because the environmental graphics business is growing and growing... and growing, we decided to launch a new company with its own mission, separate from Old Hat. We didn't want environmental projects to be just one more thing that Old Hat does.
Powerhouse's mission: To help athletic organizations build their powerhouses.
To build a powerhouse athletic program, one key element is attracting the talent necessary to win championships. And these days, doing that means having first-class facilities that are covered floor-to-ceiling with your organization's brand.
That's exactly what Powerhouse does.
Using our nearly two decades of experience in athletics design, our production facility, and our nationwide network of professional installers, Powerhouse has the ability to deliver the absolute best in creative without breaking the bank on production and installation. And you can count on the same level of customer service you've grown to expect out of us. Because even though Powerhouse is its own company with its own staff and mission, it's still an Old Hat company, and therefore, you can expect us to always be on time, always be available, and always be on target.
Scott Yogodzinski, Director of Marketing at Florida International University, has the perfect baseball surname which we think probably gives him an advantage when coming up with awesome concepts for posters. Check this out:
We've had the pleasure of working with Scott and the FIU Athletics Marketing staff for two years now. We have a blast working with these fine folks and look forward to 20Qs with the rest of them. Be warned: Scott has set the bar pretty high. This Kesha and Disney Channel enthusiast from Big Sky Country is a man of many talents and tastes. As for #8, Scott, we're going to need photographic or video proof. So without further ado, we present 20 Questions with Scott Yogodzinski.
1. NAME: Scott Yogodzinski
2. OCCUPATION/TITLE: Director of Marketing, FIU Athletics
3. HOMETOWN: Whitefish, Montana
4. PREGAME RITUAL: Taking strolls across our beautiful campus.
5. FAVORITE THING TO SNACK: Cookies and milk! What a combo!
6. FAVORITE THING ABOUT YOUR JOB: Working and interacting with students on campus…whether that’s through student-interns, student-athletes, or simply our student body fan base. It’s great to know that I can have an impact on their futures.
7. LEAST FAVORITE THING ABOUT YOUR JOB: Sometimes I simply don’t have the time or resources to give all of our teams the marketing attention they deserve.
8. HIDDEN TALENTS/HOBBIES: I can balance a baseball bat on my nose for long periods of time.
9. ADVICE TO YOUR YOUNGER SELF: If you work hard and are a genuine, kind person to those you meet and work with, everything will fall into place and you and those around you will find success.
10. YOUR GO-TO KARAOKE SONG: This is an easy one… Timber by Kesha
11. FAVORITE MOVIE: Sports: Field of Dreams, Brink!, Johnny Tsunami; Non-Sports: Lord of the Rings
12. FAVORITE TV SHOW: Big Bang Theory; Modern Family; Even Stevens
13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: Lars and the Honeytoasters
14. FAVORITE PLACE TO EAT: Right now, it is this new bakery on FIU’s campus called Vicky’s Bakery.
15. WHAT DO YOU ORDER THERE: The croqueta preparada sandwich…after being in Miami for a few years, I’ve really taken a liking to Cuban and other Hispanic foods.
16. FAVORITE DISNEY PRINCESS: Snow White…she was adventurous.
17. WHAT’S YOUR SPIRIT ANIMAL: Not sure, I’ve always thought that pelicans are really cool animals.
18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: Well, just the other day, before a game at work, I tried taking a stroll across campus in a rain storm and got soaked through to the skin…not sure what I was thinking there.
19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: I know I was like two years late, but I recently binge-watched the final season of How I Met Your Mother.
20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: I like being and working outdoors. It’s possible I might be a snowboard instructor, as my hometown is a ski-town in the mountains of Montana. Shortly before being hired at FIU, I had actually even printed out the paperwork to become an instructor.
The wait is finally over! For a few weeks now, we've been teasing about the release of a new podcast. Yesterday, we published Episode 1 of Stop the Clock, featuring an interview with Matt Roberts, Director of Athletics at the College of Charleston.
Stop the Clock is a podcast about the most amazing moments in sports history when you just wanted to stop time and live in that moment forever, or, those not-so-amazing moments when you would have done anything to have another shot at it. The idea for the podcast was actually born out of the book I'm writing, also called Stop the Clock. I've been conducting a lot of interviews with the nation's top collegiate athletics administrators and I'm recording those interviews to then turn into content for the book. What I'm discovering though, is that many of the people I'm speaking with are great storytellers. Some of these stories are too amazing not to let the world hear. So, I decided to turn the best stories with the best audio quality into a killer new podcast.
Mark "Hot Rod" Riordan: He has a few nicknames, "Godfather," "White Rhino," and a horribly-awesome rugby nickname that we cannot remember, nor should we probably write for people to read. Mark is an OH OG. Full disclosure, we heart this guy. If we were a celebrity couple we'd be OldMark or MarkHat.
So OldMark goes back all the way to 2005 when he was with the University of Michigan. It would be an understatement to say this relationship helped put Old Hat on the map. Mark is probably 100% the reason why Zac needed to create the position of video project manager and why I'm living in Norman, Oklahoma. Mark is the man. Which makes perfect sense since he's working for the 12th Man Foundation at Texas A&M. Partnering with Mark and his crew on KyleField.com is arguably one of OH Interactive's proudest moments. The site broke the mold for most stadium development sites you see today.
Ladies and gentlemen, buckle up. It's time for 20 Questions with Mark Riordan.
1. NAME: Mark Riordan
2. OCCUPATION/TITLE: Vice President – Marketing & Communications
3. HOMETOWN: Olean, NY
4. PREGAME RITUAL: I used to like to get to the office before everyone else and crank the music up to 11 while I put the finishing touches on the script. Now that I’m in the development world things are a little different. I’m not in the office 6 hours before kick…more like two before kick and visit a few tailgates before starting my responsibilities.
5. FAVORITE THING TO SNACK: Bison French Onion Dip with potato chips. Anyone from Western New York will know what I’m talking about.
6. FAVORITE THING ABOUT YOUR JOB: I like connecting with the donors. Also, I like being part of the process that gives student-athletes a world-class education.
7. LEAST FAVORITE THING ABOUT YOUR JOB: Fan message boards. TexAgs, I’m looking at you!
8. HIDDEN TALENTS/HOBBIES: I have a Harley. I like riding but don’t seem to have the time to ride as much as I would like.
9. ADVICE TO YOUR YOUNGER SELF: Appreciate your education and think more critically.
10. YOUR GO-TO KARAOKE SONG: Not much of a karaoke kind of guy. The last time I did it, I went with Coolio’s Gangsta’s Paradise at Old Hat’s 10-year Anniversary party. Actually, I think I have ever “karaoke’d” in public like three times in my life and two of those were at Old Hat parties. What’s with you guys and karaoke?!?!
11. FAVORITE MOVIE: Dumb & Dumber / Caddyshack
12. FAVORITE TV SHOW: All-time: Seinfeld Current: The Walking Dead
13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: White Rhino (nickname from my lunch league basketball days at Michigan).
14. FAVORITE PLACE TO EAT: Wings ‘n More here in College Station.
15. WHAT DO YOU ORDER THERE: They have the best wings that I’ve found outside of Western New York…and that’s saying a lot. Notice I didn’t call them “Buffalo Wings”? If you are from WNY, they are wings. Also, it’s pop, not soda.
16. FAVORITE DISNEY PRINCESS: First off, I didn’t know there were only eleven princesses. I thought there were many more than that. Gun to my head, Belle.
17. WHAT’S YOUR SPIRIT ANIMAL: I like wolves…let’s go with that.
18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: So many things to choose from! I guess one of the big ones is when I worked at a full-service gas station and thought it would be a good idea to start dipping to pass the time. I quit over 16 years ago but I spent almost 9 years rotting my mouth. All out of boredom.
19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: I have three kids from 10-15 years old. Each one is in multiple sports (school, club, travel and rec leagues). Who has time to binge-watch anything?!?!?
20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: Teaching high school and coaching football.
Zonie: Short (for) Arizonian, these people invade local beach towns in California… causing traffic jams, and straight up annoying the population of the local town (Urban Dictionary)
We live in the desert, our lakes are just as parched as we are, and we help drive the tourism economy in California, yet they still think it’s allowable to insult us Arizonians with such a name.
However, it is true; everyone resorts to the SoCal coast. The only thing you can do in the Phoenix metro area is… actually, I don’t even know how to finish that sentence. I mean there’s good shopping in Scottsdale, golf courses, expensive cars, and resorts galore. But college bound, I wanted to get out. I made the move to Norman, Oklahoma in August 2016, and nobody back home understands why I love it so much.
Culture shock: it’s a thing. I was introduced to the frying of foods, grammatically incorrect ways to use “y’all” in a sentence (ex: Get y’alls stuff done so we can go.”), quite a friendlier population, and speed minimums on the highway. A sharp contrast to the juice bar craze, valley girl lingo, the “shoulders back and avoid eye contact” mindset, and driving an acceptable 25 mph over the limit back home.
It is even acceptable for me to walk in public here without makeup.
But I also got to ditch my job at a neighborhood juice bar (they really are EVERYWHERE) and intern part-time at Old Hat in Norman.
I have some advantages in the current marketing world: I am caught between the Millennials and Gen Z and I’m a college student. In other words, I am a part of some of the most targeted audiences in marketing. I can tell you why we think Snapchat is so great. Why did I buy this brand instead of that? Because my friend posted about how excited she was to get it. Facebook ads don’t really do much for us, you know. I can tell you that all of us would rather work for Wendy’s than McDonald’s because their twitter is goals (if you don’t know what that means, you’re behind and need to read this).
I’ve been in the office part-time for a little over a semester, and I have a list of things I am determined to master:
Relationship building. This field is so interconnected; everyone knows everyone. It’s pretty intimidating coming from the outside.
Every social media platform. Advertising on Snapchat and Facebook are completely different. And those are just two platforms on the list.
Being an adult working a real job. As much as the #adulting hashtag drives me crazy, “Being 18 and working with real adults” is definitely a skill I should be allowed to put on a resume. I am currently sitting in a silent office where the staff is intensely creating posters and websites and videos or talking to big, exciting, important clients; I’m listening to “Nelly’s Best Songs of the 2000s” and writing this.
Plenty of the skills I learn at the office I already put to use with my journalism major. Communication is a big one. I am a lot more confident in establishing relationships and taking initiative - and not getting upset when my ideas are shut down (not that it happens frequently, I should note). I get double the constructive criticism, so I grow that much more. And I get to take a class on the media on campus, then see the magic happen in the real marketing world. It’s pretty great.
Old Hat and the University of Utah Athletics Marketing Department go way back. We're talking almost eight years. It's a special relationship that has grown from designing Football and Basketball tickets to having an On-Campus Designer and creating court projection videos. Grant Robertson, Associate Director of Athletics Marketing, has been the force behind some of the Utes coolest marketing projects, including the Men's Basketball Projection video the last couple of years.
Grant had some issues answering the Spirit Animal question so Hannah and I took a quiz for him. Turns out, Grant's Spirit Animal is The Bear which apparently is emblematic of grounding forces and strength. Do what you will with that information, Grant. Actually, if we're talking Stock Market (see answers to Q.8 and Q.20) we recommend you sell, sell, sell!
1. NAME: Grant Robertson
2. OCCUPATION/TITLE: Associate Director of Athletics Marketing
3. HOMETOWN: Bartlett, IL
4. PREGAME RITUAL: I wouldn’t say I have a ritual as every game/meet/event is unique in its own perspective. More or less, I try to walk our staff through every game day element and promotion we touch. Otherwise, I love gum! It helps me stay talking for an extended period of time.
5. FAVORITE THING TO SNACK: Besides gum, probably nothing. I don’t snack often.
6. FAVORITE THING ABOUT YOUR JOB: The Process! I love the grind of the week and all the little details that get you to the end product, i.e. the game production. Furthermore, when you work in a team environment, the process becomes more enjoyable and you get to share the successes with your team. No better feeling!
7. LEAST FAVORITE THING ABOUT YOUR JOB: Probably the 10-15 emails you get each week from “perceived” fans around the country asking for a schedule card or poster. Most of the time these fans send mass emails to every Athletics Department in the continental US. I don’t mind it at first, but once you’re 6 months in and have sent hundreds, it's not as fun.
8. HIDDEN TALENTS/HOBBIES: Talents - None that I can think of that set me apart from the 99%. Hobbies – Basketball, Snowboarding, Buying & Selling Stocks, Reading.
9. ADVICE TO YOUR YOUNGER SELF: Work hard at every little detail. People do notice, it takes time but your efforts will eventually be rewarded. Also, live in the moment! There’s a reason George Shaw quoted “Youth is wasted on the Young”.
10. YOUR GO-TO KARAOKE SONG: Hotel California
11. FAVORITE MOVIE: Jurassic World
12. FAVORITE TV SHOW: This is tough, it changes every year. I don’t watch a lot of TV but I would say all time favorite is Archer.
13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: I wouldn’t be in a boy band, I literarily have zero musical talent.
14. FAVORITE PLACE TO EAT: Depends on where I am in the country. I live in Park City, Utah so I would say High West Distillery & Saloon
15. WHAT DO YOU ORDER THERE: An Old Fashioned & Salmon.
16. FAVORITE DISNEY PRINCESS: Elsa. Primarily because I have 3 nieces who love her and want to be her when they grow up. Easy choice.
17. WHAT’S YOUR SPIRIT ANIMAL: I’ll be honest, I have no idea what a Spirit Animal is or what it does. I am not the most spiritual guy, so I may have to plead the fifth on this.
18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: Drive to St. Louis at 3 am when I was in undergrad with 3 buddies at SIUC. There wasn’t a clear reason to why we did this, but it was an eventful trip, to say the least. I believe spontaneity will drive you to do and try things you never thought were possible. It also humbles you.
19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: My fiancé binged watched “Elementary.” I was in the room so I guess that counts.
20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: Stock Broker. I love analytics and the stock market fascinates me.
Yes, today’s the day. You know, the day you were supposed to do that special thing for that special someone, but it’s very likely you forgot. So instead you’ll go buy a card, a gift or a flower (or maybe lots of flowers) after work and pretend that was the plan all along. It’s okay, we’ve all been there. I’m not here to shame you.
For me, Valentine’s Day has never been a very big deal. Maybe it should be, maybe I’m just not a romantic, or maybe I like to use the excuse that I love my wife as much every day, so Valentine’s Day shouldn’t be any different (that's a copout, I know). And as much as I'd like to express my undying love in the form of a dying bouquet of flowers, my wife agrees that buying her roses is a waste of money.
Being that I work in the sports industry, and because of my cynical attitude toward Valentine's Day, I thought it would behoove me to find some positive collaborations between sports and love. And what better example is there than sports marriage proposals!? There's not one, I looked. After a comprehensive scouring of the internet, I was able to narrow down the top sports marriage proposals, either at a sporting event or by athletes themselves. I've picked the top five, although they're all winners in my book (it's a short book with lots of pictures).
But other than the clearly significant act of celebrating one's love by asking for a significant-other's hand in marriage while being surrounded by fanatic fans, bratwursts and beers, there's also a marketing element that comes into play with each of these marriage proposals. It's an opportunity that every sports team should be taking advantage of because every team has at least a few fans each year that would probably be willing to use a gameday experience to help pressure their significant-other into saying "Yes, I do". And that's the entire point of this blog.
I'll run down the short list of my top favorite marriage proposals, but I also want to point out why they're significant from a sports marketing point of view. Sure, people are making life-altering decisions, but what can you do as a sports marketer to capitalize on it? I mean, isn't that the very essence of Valentine's Day? Yes. Yes it is.
The first proposal comes from the San Francisco 49ers Levi's Stadium, which was the very first proposal at the new stadium- before the stadium was even completed. As far as stadium proposals go, this one was unique in that sense.
Marketing takeaway: Events like this are great PR, especially for something as impactful as a new stadium. It's not only showcasing more behind-the-scenes construction updates with photos, but the chances are your story will reach demographics beyond your typical fanbase. People everywhere are seeing how the 49ers created a special occasion for two of their biggest fans, and that connection leaves a strawberry-goodness taste in everyone's mouth.
Here's another proposal that likely ended with a "yes", but it's a good example of making your sponsors part of the event.
Marketing takeaway: Sponsors love to see their names associated with positive events. Find ways to make their sponsorship meaningful. In this example, you not only have everyone at the Heat game seeing the logo, but also everyone following on social media. It's a great promotion that couldn't be more fitting with this particular sponsor.
Similar to the proposal above, except this one involved one of the Bulls dancers. It was a nice, positive half-time event that gave fans a glimpse into the personal lives of the Bulls organization.
Marketing takeaway: Let your fans experience moments with people from your organization. Fans love their teams, but they really like to feel they're a part of the team. No better way to do that than to get them involved in something like a marriage proposal for one of your own.
A little back story on this one, the guy is (or was in 2013) an assistant soccer coach at Fresno Pacific University. He set up the proposal plan with the women's soccer coach, as his then girlfriend was a senior on the women's soccer team. The acting wasn't great and the guy seemed to drag this one out a little too long, but kuddos for pulling this stunt off.
Marketing takeaway: In 2013 when this happened, the marketing buzz word was "viral". And this one had "viral" written all over it. With over 3 million views, I'd say it was a success. It shows how the power of the unexpected can spread like wildfire, and this video leaves a positive impression for most of the world that's never heard of FPU.
I'm not gonna lie, this one stings a little. But only because seconds before this proposal (which seemed to be on the top of everyone's sports proposals list), the Broncos had just beat my Sooners. It was an incredible game for anyone but a Sooners fan, and Ian Johnson ended it the right way. If he was uncertain that his cheerleader girlfriend might say yes to his proposal, there was no better time to ask her than right after he scored the game-winning 2-pt conversion. I just have to think for them as a couple, that was the highlight of their relationship together. Gonna be hard to top that during their lifetime together.
Marketing takeaway: This is what you call a freebee. You're riding the gravy train with buttered biscuit wheels. You did absolutely nothing to deserve such a fortuitous situation, but you will surely benefit from it as an organization. Live it up while you can.
So after digging into all this and providing some takeaways, I might not be quite as cynical as I had thought. Or maybe I'm slightly more convinced now that love and sports can work together in a meaningful way! I feel like the Grinch whose heart grew three sizes today!! Thank you, Valentine's Day!