Permission marketing at work in minor league sports

We’re a little over two months out from the start of the 2010-2011 hockey season. Our list of offseason objectives is lengthy – and at times – rather daunting. Here are a few items on our Idaho Steelheads “To Do” List:

• A new advertising campaign
• A new database/data-share joint project with The Grove Hotel and Qwest Arena
• A couple new in-game promotions
• A few fan-focused events

One of the coolest parts of implementation – getting from idea to revenue – is the process of meeting, selecting and working with new partners.

Last Monday (August 2) we took the first step with a new partner in creating our 2010-2011 advertising campaign.

A photo shoot.

It was the first in a series of four, conducted by a team of very talented creatives at Tri-Digital Group: Jim, Greg and Matt. [ click here to check out some of their work ]

The concept: An impactful, dramatic, high-energy (and visually stunning) action shot of Idaho’s home grown defenseman, Cody Lampl, crushing an opposing player into the glass at Qwest Arena!

Our checklist for the shoot:

• Get Cody Lampl down from Ketchum, Idaho
• Set up the arena for the shot; install a few panes of glass, push the retractables back to make room for the lighting and equipment
• Get an opposing team’s uniform (Stockton Thunder)

Finally…

• Find some poor bastard willing to get physically abused over and over and over and over… you get the idea… again — in exchange for some hockey tickets

We had just the man/fan for the job!

Two days after tying the knot with his long-time sweetheart and just before his departure for a blissful honeymoon in Hawaii, Jesse strapped on his hockey gear, shrouded himself in a Stockton Thunder uniform, and braced himself for 60-minutes of abuse.

After getting the subjects and lighting just right – all we had left to do was capture the perfect facial expressions.

Just before we wrapped – perhaps at the urging of the marketing director (hee, hee, hee) –Greg ordered Lampl to deliver a body blow. The flash bulbs went off as Lampl launched himself into Jesse, who pancaked into the glass. Without taking a breath – Greg followed that request up with the command, “Again!”  Smash!

“Again!!”

Smash!!

… over, and over, and over again. Ouch!!!

It was a fantastic shoot; a ton of fun. I’m stoked to see the final product – even more jacked to get it out around town.

“Thank you,” to the TDG team and to Jesse! What a sport; all smiles through the entire shoot (although I don’t think you’ll know that when you see the final image). Have fun in Hawaii! Don’t forget the Advil.