Powerade play youthsoccer_5v5_northerncalifornia


Published on

To Capitalize on the World Cup and Northern California domination of the youth soccer nitch in the bay, CCNA and POWERADE teamed up to create our own POWERADE asset - The POWERADE PLAY 5 on 5 Challenge

Published in: Self Improvement
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Powerade play youthsoccer_5v5_northerncalifornia

  2. 2. Soccer Landscape In America <ul><li>There are approximately 18MM soccer players in the United States (u9 – u19) </li></ul><ul><ul><li>78% of them are under the age of 18 </li></ul></ul><ul><ul><li>Combine parents and influencers, there are 50MM participants in the U.S. </li></ul></ul><ul><ul><li>Youth soccer outpaces Little League Baseball 3 to 1 in size </li></ul></ul><ul><li>Some of the key “Players” </li></ul>
  3. 3. Program: POWERADE Premier Soccer Club (Youth Soccer) <ul><li>Overview </li></ul><ul><li>National grassroots activation against premier level youth soccer clubs </li></ul><ul><li>17 youth soccer clubs sponsored by POWERADE </li></ul><ul><li>Male and female ages under 9 – under 18 </li></ul><ul><li>Speak to, and influence the next generation of athletes/soccer players </li></ul><ul><li>Activation Elements </li></ul><ul><li>Squeeze bottles </li></ul><ul><li>5-gallon coolers </li></ul><ul><li>Athlete towels </li></ul><ul><li>Fence banners </li></ul><ul><li>20 oz liquid </li></ul><ul><li>5-gallon powder </li></ul><ul><li>Other Promotional Opportunities </li></ul><ul><li>Club website presence </li></ul><ul><li>Newsletter / collateral presence </li></ul><ul><li>Tournament Collateral </li></ul><ul><li>Special Events </li></ul><ul><li>What we need from you… </li></ul><ul><li>Develop day-to-day partnership; understand key dates and initiatives; deliver the service </li></ul><ul><li>Monitor look of success to ensure compliance and protect the brand </li></ul><ul><li>Leverage how they communicate and influence the influencers (ie. parents, coaches, trainers, etc) </li></ul>
  4. 4. Local Activation: Geographic Relevance Salt Lake Denver Phoenix Chicago Atlanta Philly Boston DC <ul><li>POWERADE grassroots marketing teams will develop partnerships and support the POWERADE Premier SC. </li></ul>San Fran LA San Diego Houston New Orleans Miami NY Charlotte Classified - Internal use Dallas Detroit
  5. 5. Classified - Internal use What’s Next.... <ul><li>Next Steps </li></ul><ul><li>Corporate finalizing agreements and </li></ul><ul><li>developing product/equipment delivery </li></ul><ul><li>schedules </li></ul><ul><li>Corporate to begin distributing product </li></ul><ul><li>and equipment </li></ul><ul><li>Provide update to DMM’s and answer any questions </li></ul><ul><li>Introduce DMM’s to Club contacts via conference call </li></ul><ul><li>Build the partnership </li></ul>
  6. 6. To date POWERADE Supported @
  7. 7. z
  8. 8. objective <ul><li>brand: POWERADE PLAY </li></ul><ul><li>market: June 26 th , 2006 Creek side Park Cupertino, Ca </li></ul><ul><li>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. </li></ul><ul><li>Collaborate with our local asset, De Anza Force, to create the POWERADE PLAY 5 on 5 youth soccer tournament for the bay area. </li></ul><ul><li>Leverage this new property to activate the CCNA touring property Coke Celebration Zone (interactive) </li></ul>
  9. 9. <ul><ul><li>Do your research and Homework, than once you can speak to it - OWN IT!! </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Planning for and recognizing the various issues with your program is a good thing. </li></ul></ul><ul><li>Ensure you have PLENTY of TIME for DELVELOPMENT, LEGAL, CREATIVE, MEDIA, and IMPLEMENTATION and than add a week or two. </li></ul><ul><ul><li>if you don’t have the time, don’t do the crime. (you may have to settle if rushed) </li></ul></ul><ul><li>SHARE WHAT YOU”VE LEARNED!! </li></ul>Legal – brunzwack tips on how to create
  10. 10. THE 5v5 Original Concept Deck Submitted
  11. 11. activation plan <ul><li>POWERADE Play Soccer Challenge 5v5 Youth </li></ul><ul><li>Soccer Tournament </li></ul><ul><li>Boys & Girls U9-U14  </li></ul><ul><li>Saturday ONLY, June 26 9am – 5pm </li></ul><ul><li>Creekside Park, Cupertino </li></ul><ul><li>Registration Deadline Is: June 18, 2010 </li></ul><ul><li>No changes to rosters or player forms after </li></ul><ul><li>12pm on Monday June 21 st . </li></ul><ul><li>+ 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. </li></ul>
  12. 12. Press Release and Bracket Info on Teams
  13. 13. Added layer – POWERADE Play 5v5 Soccer <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) Idalia (ccna) Brad (ccna sales)
  14. 14. Added element - What about Memo? <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 </li></ul><ul><li>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></ul>
  15. 15. Branded items purchased or created for 5v5
  16. 16. Day of Tournament – Lay of the Land
  17. 17. The competition heats up at the point of sweat
  18. 18. registration
  19. 19. Where’s Memo: Goalie Rumble
  20. 20. Photo shoot w/ CHAMPIONS
  21. 21. the results
  22. 22. key learnings <ul><li>what worked? </li></ul><ul><ul><li>Overall Program was a success and good working communication with the De Anza Force </li></ul></ul><ul><ul><li>Working with CCNA to add value to the tournament with both a retailers and the coke celebration zone </li></ul></ul><ul><ul><li>Timing was perfect, however this program was a ton of work. </li></ul></ul><ul><li>what didn’t work? </li></ul><ul><ul><li>Could have used a few more hours prior to </li></ul></ul><ul><ul><li>Got no so great feedback on not having true </li></ul></ul><ul><ul><li>goals at all fields </li></ul></ul><ul><ul><li>No concessionaire on site. </li></ul></ul><ul><li>what would you change to improve the program next time? </li></ul><ul><ul><li>More time in development and implementation </li></ul></ul><ul><ul><li>More partners _ bigger overall footprint </li></ul></ul><ul><ul><li>More staff </li></ul></ul><ul><ul><li>Clinic on site </li></ul></ul>
  23. 23. POST EVENT FEEDBACK CAPTURED!!! Over 36 responses… 35 extremely positive!