Navigate Research

Industry Insights

As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. This blog shares our knowledge and insights on current events in the sports business, marketing and sponsorship worlds.

Levi’s Stadium Gives Away Free Beer to Fans Wearing Levi’s Jeans

Monroestar Inc - Tuesday, September 09, 2014
Breaking through the proverbial clutter is something that is always difficult for sponsors to achieve. That is why activation tactics are so important for sponsors to get true value out of a particular deal. In fact, through our research at Navigate, we have uncovered that the most successful sponsorships see 50 cents of activation spending per one dollar spent acquiring the rights.

At Navigate, we’re always looking for the newest and most innovative sponsorship activation tactics. In fact, we’ve cataloged over 400 of them on our Pinterest page (check it out here).

So, we took notice when Levi’s had a really unique activation tactic for patrons attending some of the first games at the new Levi’s Stadium. From the original AdAge article:

“During the games, fans seen wearing Levi's by stadium staff may periodically have their drink tabs picked up, or they may get invited into the 501 Club, a 23,000-square-foot space above the stadium's craft beer garden.

Also, at some point this season, Levi's reps will show up at Finnerty's, a well-known San Francisco-centric sports bar in New York City, and invite Levi's-wearing attendees to fly back to San Francisco to watch the following week's home game at the stadium.”

It’s truly a genius activation idea, and it will help position Levi’s as a brand where good things happen to you when you wear them, according to Levi’s President John Curleigh.

Sponsorship Activation Monday: Direct Mail Isn’t Dead

Navigate Research - Monday, September 08, 2014
Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res.

This week we take a look a classic marketing tactic: direct mail.

Papa John’s Leverages NFL Sponsorship to Drive Incremental Sales Locally

In today’s sponsorship world, digital and online activation are buzzwords and trending. Old tactics like direct mail seem to have fallen by the wayside due to the way that people communicate these days. However, Papa John’s is leveraging its nationwide NFL sponsorship to drive incremental sales at a local level. It’s a genius campaign overall that allows them to measure effectiveness in multiple markets. Let’s take a look at the elements of the sponsorship. This example looks at the activation in the Scottsdale and Arizona markets surrounding the Arizona Cardinals.

Front: Patrick Peterson Special

Papa John’s teamed up with Cardinals’ cornerback Patrick Peterson to offer the special “Patrick Peterson Deal.” Fans have to order online and use the code Patrick to get two large, two-topping pizza for $16.21. Part of the proceeds ($1.21 of every sale) go to Peterson’s foundation, which helps provide low-income and inner city youth with opportunities and resources to reach their full potential. By offering this online only, Papa John’s is able to capture the data of anyone that orders online, allowing them to put that person in their system for future promotional offers.

Special 2: Cardinals Win, You Win

This is a classic Papa John’s deal, but it is unique to see the company activate in a way that makes it unique to each local market through a national partnership. It’s a genius way to localize a national sponsorship so that individual franchisees understand the importance of the sponsorship. In this deal, fans get 50 percent off an online order of regular menu price items the day after the Cardinals win.

Welcome to the Navigate Blog!

Navigate Research - Wednesday, June 04, 2014

Welcome to the new and improved Navigate blog! As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. We’ll be using this blog to share some of that knowledge as well as comment on the current events of the sports business, marketing, and sponsorship worlds.

Things you can look for on the Navigate blog:

-          Daily sponsorship link roundup: Most mornings, we’ll post a quick post of the most interesting and relevant things in the sports marketing and sponsorship worlds. It will be a link round up that allows easy access to ideas.

-          Posts from our experts: Each week, we will feature a new blog post from one of our employees talking about current trends in the industry or commenting on a recent campaign or article that caught his or her eye.

-          Activation best practices: Every now and then, we’ll pull great examples of sponsorship activation from our databases and share them here on the blog for creative inspiration.

Comments/questions/ideas? We’d love to hear from you. Reach out to us on Twitter at @Navigate_Res or contact Preston McClellan via email at preston.mcclellan@navigateresearch.com.