POWERADE  PLAY SOCCER CHALLENGE 5v5 YOUTH SOCCER TOURNAMENT<br />ALB Field Marketing<br /><Northern California><br />
Soccer Landscape In America<br />There are approximately 18MM soccer players in the United States (u9 – u19)<br />78% of t...
Program: POWERADE Premier Soccer Club (Youth Soccer)<br />Overview<br /><ul><li>National grassroots activation against pre...
 17 youth soccer clubs sponsored by POWERADE
 Male and female ages under 9 – under 18
 Speak to, and influence the next generation of athletes/soccer players</li></ul>Activation Elements<br /><ul><li>Squeeze ...
 5-gallon coolers
 Athlete towels
 Fence banners
 20 oz liquid
 5-gallon powder</li></ul>Other Promotional Opportunities<br /><ul><li> Club website presence
 Newsletter / collateral presence
 Tournament Collateral
 Special Events</li></ul>What we need from you…<br />Develop day-to-day partnership; understand key dates and initiatives;...
<ul><li> POWERADE grassroots marketing teams will develop partnerships and support the POWERADE Premier SC.</li></ul>Local...
What’s Next....<br />Next Steps<br /><ul><li>  Corporate finalizing agreements and </li></ul>developing product/equipment ...
  Introduce DMM’s to Club contacts via conference call
  Build the partnership</li></ul>5<br />Classified - Internal use<br />
POWERADE<br />MNT ball kids<br />Tryouts<br />Tourneys<br />Influencer<br />Jeff Biacher<br />To date POWERADE Supported @...
z<br />
objective<br />brand: POWERADE PLAY<br />market: June 26th, 2006 Creek side Park Cupertino, Ca <br />concept overview:  Ut...
Legal – brunzwack tips on how to create<br />Asset + Create + Innovate =  LEGAL!!<br /><ul><li>Do your research and Homewo...
THE 5v5 Original Concept Deck Submitted <br />APPROVED<br />
Upcoming SlideShare
Loading in …5
×

Powerade Play Youthsoccer 5v5 Northerncalifornia 2

896 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
896
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Powerade Play Youthsoccer 5v5 Northerncalifornia 2

  1. 1. POWERADE PLAY SOCCER CHALLENGE 5v5 YOUTH SOCCER TOURNAMENT<br />ALB Field Marketing<br /><Northern California><br />
  2. 2. Soccer Landscape In America<br />There are approximately 18MM soccer players in the United States (u9 – u19)<br />78% of them are under the age of 18<br />Combine parents and influencers, there are 50MM participants in the U.S.<br />Youth soccer outpaces Little League Baseball 3 to 1 in size<br />Some of the key “Players”<br />
  3. 3. Program: POWERADE Premier Soccer Club (Youth Soccer)<br />Overview<br /><ul><li>National grassroots activation against premier level youth soccer clubs
  4. 4. 17 youth soccer clubs sponsored by POWERADE
  5. 5. Male and female ages under 9 – under 18
  6. 6. Speak to, and influence the next generation of athletes/soccer players</li></ul>Activation Elements<br /><ul><li>Squeeze bottles
  7. 7. 5-gallon coolers
  8. 8. Athlete towels
  9. 9. Fence banners
  10. 10. 20 oz liquid
  11. 11. 5-gallon powder</li></ul>Other Promotional Opportunities<br /><ul><li> Club website presence
  12. 12. Newsletter / collateral presence
  13. 13. Tournament Collateral
  14. 14. Special Events</li></ul>What we need from you…<br />Develop day-to-day partnership; understand key dates and initiatives; deliver the service<br />Monitor look of success to ensure compliance and protect the brand<br />Leverage how they communicate and influence the influencers (ie. parents, coaches, trainers, etc)<br />
  15. 15. <ul><li> POWERADE grassroots marketing teams will develop partnerships and support the POWERADE Premier SC.</li></ul>Local Activation: Geographic Relevance<br />Boston<br />Salt Lake<br />San Fran<br />Detroit<br />Philly<br />Denver<br />Chicago<br />NY<br />LA<br />Atlanta<br />DC<br />Phoenix<br />Dallas<br />Charlotte<br />San Diego<br />New Orleans<br />Miami<br />Classified - Internal use<br />Houston<br />4<br />
  16. 16. What’s Next....<br />Next Steps<br /><ul><li> Corporate finalizing agreements and </li></ul>developing product/equipment delivery <br />schedules <br /><ul><li> Corporate to begin distributing product </li></ul>and equipment <br /><ul><li> Provide update to DMM’s and answer any questions
  17. 17. Introduce DMM’s to Club contacts via conference call
  18. 18. Build the partnership</li></ul>5<br />Classified - Internal use<br />
  19. 19. POWERADE<br />MNT ball kids<br />Tryouts<br />Tourneys<br />Influencer<br />Jeff Biacher<br />To date POWERADE Supported @ <br />
  20. 20. z<br />
  21. 21. objective<br />brand: POWERADE PLAY<br />market: June 26th, 2006 Creek side Park Cupertino, Ca <br />concept overview: Utilize POWERADE domination and timeline during the World Cup to create and innovate the nor cal marketplace with a new soccer youth focused asset property for Northern California. <br />Collaborate with our local asset, De Anza Force, to create the POWERADE PLAY 5 on 5 youth soccer tournament for the bay area. <br />Leverage this new property to activate the CCNA touring property Coke Celebration Zone (interactive)<br />Asset + Create + Innovate = LEGAL!!<br />
  22. 22. Legal – brunzwack tips on how to create<br />Asset + Create + Innovate = LEGAL!!<br /><ul><li>Do your research and Homework, than once you can speak to it - OWN IT!! </li></ul>This is your idea, your concept, your program, and as much as legal has most likely seen it or something similar, they aren’t mind readers so before you submit your deck(s) should speak to what creative, brand, and legal are going to ask in your initial pif form and or added concept deck.<br />Planning for and recognizing the various issues with your program is a good thing. <br />Ensure you have PLENTY of TIME for DELVELOPMENT, LEGAL, CREATIVE, MEDIA, and IMPLEMENTATION and than add a week or two. <br />if you don’t have the time, don’t do the crime. (you may have to settle if rushed) <br />SHARE WHAT YOU”VE LEARNED!!<br />
  23. 23. THE 5v5 Original Concept Deck Submitted <br />APPROVED<br />
  24. 24. activation plan <br /><ul><li>POWERADE Play Soccer Challenge 5v5 Youth
  25. 25. Soccer Tournament</li></ul> Boys & Girls U9-U14 <br /><ul><li>Saturday ONLY, June 26 9am – 5pm</li></ul> Creekside Park, Cupertino<br /><ul><li>Registration Deadline Is: June 18, 2010</li></ul> No changes to rosters or player forms after <br /> 12pm on Monday June 21st.<br />+ POWERADE Play 5v5 Soccer Challenge is open to ALL teams. Teams are guaranteed minimum 3 games (20 mins. each). All registered players receive a T-shirt, towel, hydration pack, and more. Champions will receive POWERADE Game Jerseys. <br />
  26. 26. Press Release and Bracket Info on Teams <br />
  27. 27. Added layer – POWERADE Play 5v5 Soccer <br /><ul><li>add a layer of world cup excitement with a family friendly soccer oriented footprint to the POWERADE PLAY activation. coke sparkling share in the excitement the CCNA celebration zone will be activated on site in the entrance to the fields. (day of)</li></ul>Jeremy (mu vp cce)<br />Idalia (ccna)<br />Brad (ccna sales)<br />
  28. 28. Added element - What about Memo? <br /><ul><li>To celebrate the FACE of POWERADE at the WORLD CUP and bring / activate the world of memo at the world cup here in northern California we decided to add a goalie rumble during lunch break at he tournament
  29. 29. What is a goalie rumble ? goalies from existing teams in the tournaments compete against each other in a 1 on 1 single elimination format. (boys and girls) winners to receive a autographed jersey from Memo himself.</li></li></ul><li>Branded items purchased or created for 5v5<br />BRAND <br />APPROVAL<br />
  30. 30. Day of Tournament – Lay of the Land <br />
  31. 31. The competition heats up at the point of sweat<br />
  32. 32. registration<br />
  33. 33. Where’s Memo: Goalie Rumble<br />
  34. 34. Photo shoot w/ CHAMPIONS <br />
  35. 35. the results<br />
  36. 36. key learnings<br />what worked?<br />Overall Program was a success and good working communication with the De Anza Force<br />Working with CCNA to add value to the tournament with both a retailers and the coke celebration zone<br />Timing was perfect, however this program was a ton of work.<br />what didn’t work?<br />Could have used a few more hours prior to<br />Got no so great feedback on not having true <br /> goals at all fields<br />No concessionaire on site. <br />what would you change to improve the program next time?<br />More time in development and implementation<br />More partners _ bigger overall footprint <br />More staff<br />Clinic on site <br />
  37. 37. Feedback Captured<br />POST EVENT FEEDBACK CAPTURED!!! Over 36 responses… 35 extremely positive!<br />That’s all folks!!<br />

×