Aug 14, 2009 at 02:58 PM
written by Brian Gainor

Activation Tactic of the Week: Retail Sweeps

Are you looking for creative ways to leverage partnerships at retail? Are you looking for new ways to sway consumer buying behaviors?

The Carolina Panthers have teamed up with Harris Teeter in 2009 to create a "Total Tailgate Sweepstakes" that will reward one (1) customer with an ultimate tailgate party for 20 people at the Panthers-Redskins game on October 11, 2009 at Bank of America Stadium. For the chance to win, consumers just have to use their VIC card (points rewards card) at any participating Harris Teeter location to accumulate points (the more total points, the greater chance of winning).

Each time a consumer makes a purchase while using their VIC card (from July 22nd and September 15th), they receive one (1) point. However, consumers who purchase one (1) of fifty (50) participating brands featured in the store will receive an additional five (5) points at the end of the sweepstakes period.

The most interesting aspect of the promotion is the way the Panthers and Harris Teeter have teamed up to promote it in store. The grocery retailer is featuring prominent promotional labels with the team's marks and the promotional offer on select product price tags throughout the store:

The VIP tailgate package includes twenty (20) upper deck tickets to the game, 20 hospitality passes to a private tent location outside the stadium (inclusive of food, beverages, etc.), roundtrip transportation for 20 guests from select Charlotte Harris Teeter locations, and 20 gift bags (a package worth $5,500).

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too.