overview
uncommon_solutions
hawkeye Sports & Entertainment delivers uncommon solutions in lifestyle marketing. We connect brands with consumers through their passions and interests in sports, entertainment and related lifestyle choices, with a niche in reaching Active Culture consumers through innovative strategies, products and platforms. We’re an uncommon agency with a common interest: providing extraordinary results for our clients.
uncommon_plan
At hawkeye Sports & Entertainment, we believe that lifestyle marketing is best measured through customer engagement and activation. We develop uncommon solutions that utilize traditional and non-traditional tactics, products and perspectives delivering results.
uncommon_people
endurance
uncommon_passion
Healthy active living is not a trend, it’s a lifestyle. hSE is the leading agency focused on the “Active Culture” – a community that represents over 100 million health-conscience consumers seeking innovative ways to improve their mind, body and health. The Active Culture is one of the fastest growing and most attractive consumer segments within lifestyle marketing. Endurance, Active Boomers and Urban Enthusiasts are a few of the subset categories within “the CORE and MORE” segmentation developed by hSE.
hSE has also identified consistent cultural and lifestyle interests of the Active Culture community. Sustainability, music, technology and travel are all platforms utilized by hSE for brands, athletes, media and other platforms targeting this attractive consumer segment.
the_space
- healthy active lifestyle
- endurance (running, cycling, triathlon)
- wellness
- nutrition
- media – magazine, television, online
- philanthropic – health & sustainability
uncommon_athletes
dean karnazes
The North Face endurance athlete uses his incomparable endurance to inspire others to be active and explore their capabilities. Known to be the world’s fittest, Dean strives to “challenge perceived notions of human endurance and inspire others to test their personal limits.”
jimmy chin
The athlete behind the lens, Jimmy captures incredible images of the world’s finest athletes within their element. As an adventure/expedition photographer, he is a recent recipient of the prestigious Galen Rowell Award, and his work is in constant demand. Jimmy’s unique combination of world-class athletic and artistic talents consistently lands him in both domestic and international versions of such publications as National Geographic, Outside, Men’s Journal, People and Powder.
client challenge_Hawai’i Tourism Authority
challenge
Develop a five-year Sports Marketing Strategic Action Plan designed to maximize current spending, change the perception of active-minded travelers and deliver a customer activation platform that will increase consumer consideration of Hawai’i as a destination for active vacation travel.
uncommon solution
hawkeye developed Active Hawai’i as a strategic platform to achieve HTA’s objectives. Active Hawai’i launched as a consumer brand to deliver awareness and consideration and as a property for partners targeting this attractive consumer segment. The launch included a custom, private-label social network, partnerships with MLS, Ironman, Outside magazine and other strategic partners. hSE continues to develop Active Hawai’i by expanding partner and licensing programs, creating sustainable funding for sports within Hawai’i.
client challenge_The North Face Endurance Platform
challenge
TNF identified endurance running as a new segment for growth. As part of the product launch, TNF wanted to establish immediate credibility, retail sales (new channels), industry buzz, consumer buzz and to provide a sustainable and scalable platform for growth.
uncommon solution
The product launch was tied to a national promotion/athlete expedition: “The Endurance 50.” Dean Karnazes ran 50 marathons in 50 states wearing the new Arnuva endurance running shoe and the flight series running apparel. The program leveraged sales into specialty running retailers, generated national and local buzz, and established immediate credibility in the endurance running space.
results
The North Face is now the established leader in the endurance running category. The E-50 won a Diamond Award for Brand Launch of the Year and an ESPY. The Endurance Challenge Series has established TNF as the premier resource for consumers seeking to improve as runners. The Series is also the World Championship for elite runners.
active culture_clients
- Michelob ULTRA
- The North Face
- Cadbury-Schweppes (Accelerade)
- Starwood - Westin Hotels
- Lipton (PepsiCo)
- Toyota
- Rodale Publishing (Runner’s World, Cycling, Men’s Health, Women’s Health)
- Outside magazine
- The State of Hawai’i
- Dean Karnazes
- The North Face Athlete Team
sports
uncommon_approach
Sports marketing is the seventh-largest industry in the United States and an established platform for reaching consumers. It is also the most saturated platform in lifestyle marketing. Our extensive experience, access and industry knowledge allow hSE to deliver the uncommon solution required to make meaningful connections between brands and sports platforms. hSE also provides strategic insights to clients and platforms targeting a relevant sports message to the Active Culture.
the_space
- league sports
- team sports
- college sports
- olympics
- golf, tennis
- motor sports
- athlete marketing
- media – magazine, television, online
- event marketing and hospitality
- cause marketing
client challenge_NCAA
challenge
The NCAA has engaged hSE to develop and activate a multiyear plan to grow NCAA Women’s Basketball and create a meaningful connection between the brand and consumers.
uncommon solution
hSE is currently activating a 2007-2008 plan to increase consumer awareness and consideration, enhance the entertainment experience, provide a meaningful platform for corporate partners and generate increased attendance.
client challenge_USOC
challenge
The USOC engaged hSE to develop and activate a platform to increase the value proposition to sponsors, establish a meaningful consumer connection and support the goals of member sports (NGB’s).
uncommon solution
hSE developed an outsourced “properties” platform that included Sponsor Program Development and Activation, CRM Database Solution, NGB Channel/Communication and Sponsor Renewal Process.
results
The USOC leveraged the platform to increase renewals coming out of the Salt Lake City Winter Olympics, developed custom programs for three key sponsors and created a proprietary database program.
sports_clients
- NCAA
- USOC
- The State of Hawai’i
- PepsiCo/Frito-Lay
- Sports Illustrated
- Muhammad Ali Celebrity Fight Night
entertainment
uncommon_choices
You love music and movies, and so does the Active Culture! How they identify and access their entertainment of choice is the key. Consumer demand and appetite for entertainment content of choice has changed the music and film industries. hSE is in tune with these trends and the relevant opportunities available for our clients. Our uncommon perspective and access to studios, labels, artists and platforms enable us to deliver industry-leading entertainment platforms to you.
the_space
- branded entertainment
- music marketing
- film marketing
- content development & rights
- product integration
- celebrity endorsements
- entertainment events
- cause marketing – the environment, the arts, health
client challenge_Samsung – Justin Timberlake
challenge
Launch the Samsung A930 mobile phone to the influencer market.
uncommon solution
hSE negotiated and managed Samsung’s sponsorship of Justin Timberlake’s surprise club tour. Justin made radio appearances and gave away the A930 at his shows. 250 autographed phones were given away online and via radio promos in major markets. Best Buy leveraged the promotion in-store, providing Samsung incremental space. Samsung fan club members received free ringtones of Timberlake’s song “SexyBack.”
results
Sales of Samsung’s A930 mobile phones surged while the company enjoyed unprecedented, free brand recognition through the Web, radio, retail and live concerts. Promotion garnered over 100 million free radio impressions.
client challenge_Dr Pepper and 7UP – Grammy Awards
challenge
Develop a comprehensive entertainment marketing strategy around the renewal of existing Grammy sponsorship and negotiate relevant assets while reducing asking price from NARAS.
uncommon solution
hSE negotiated separate platforms for 7UP and Dr Pepper and delivered 7UP to the Grammy Awards with a specific bottler activation program providing exclusive content, an in-school music program, a VIP Green Room and VIP access, local market viewing parties and a philanthropic arts platform. Dr Pepper became a major sponsor of the Latin Grammy Awards with primary focus on media and hospitality. Leveraged two brands and three-year commitment to negotiate reduced fee.
results
hSE identified key assets for national bottler program; viewing parties, Latin Grammys, in-school program and VIP Green Room. hSE negotiated a 20% reduction in the multiyear sponsorship agreement. hSE also delivered a turnkey execution plan to activate the sponsorship with CBS and other strategic partners.
entertainment_clients and partners
- Samsung
- Dr Pepper / 7UP
- NCAA
- Muhammad Ali Celebrity Fight Night
- The North Face Speaker/Film Series
- Outside Magazine
- Voodoo Festival
- music.com
- Love, Hope, Strength Foundation
- Mulholland Entertainment (Heineken, Office Max)
products
Our single greatest point of difference is the exclusive marketing tools and products that make hawkeye Sports & Entertainment the uncommon solutions agency. We don’t outsource and we don’t operate under different corporate names – hawkeye has dedicated business divisions in data, digital, channel and strategy.
data / analytics
The demand for improved customer insight, targeting, tracking, ROI and ROO is at an all-time high. Traditional lifestyle agencies do not offer these services. hSE not only understands the need and value but has developed Lifestyle Marketing Data Products to lead the industry.
Lifestyle marketing provides an incredible platform to engage consumers and gain valuable information. This is a missed opportunity by many companies that invest in sports and entertainment platforms. Our data analytics team develops custom programs to capture and apply data to client strategy, program development and product sales.
channel / communication
Speed to market and brand management are paramount in activating lifestyle marketing across multiple channels. Our Channel Marketing team will help you find a better way to optimize your channel investments. By creating and maintaining loyal relationships with the right channel partners, you’ll be able to accelerate speed to market, deliver on cost-efficiencies and serve markets that might otherwise be unattainable.
strategy and insight
The opportunity to grow your business through lifestyle marketing ranges in scope and investment. Sports and entertainment platforms offer multiple tactics, consumer touch points and value propositions. This is what we do every day! Our industry access, experience and strategic insights are the cornerstone for hawkeye Sports & Entertainment. We utilize our Strategic Lifestyle Mapping products to deliver strategy, insights, goals and custom activation road maps for our clients investing in sports and entertainment marketing.
interactive
Content is king? The consumer is king! Consumer-generated content is KING! The digital space is the most relevant and fastest growing opportunity in sports and entertainment – it defines lifestyle marketing and consumer choice. hSE has dedicated expertise and product solutions that utilize proprietary technology, partnerships and insights for our clients. Don’t let interactive support your strategy, let us show you how to use it to drive your strategy.
clients
- The North Face
- Anheuser Busch
- NCAA
- USOC
- Rodale Publishing (Runner’s World, Cycling, Men’s Health, Women’s Health)
- Dr Pepper / 7UP
- Samsung
- Love, Hope, Strength Foundation
- Outside Magazine
- The State of Hawai’i
- Toyota
- PepsiCo/Frito-Lay
- Starwood - Westin Hotels
- Lipton
- Capital One
- Muhammad Ali Celebrity Fight Night
- Dean Karnazes
- Nature’s Path
contact
To learn how we can help you activate customers through lifestyle marketing, contact Merrill Squires at:
merrill squires
hawkeye Sports & Entertainment
president, managing partner
2828 Routh St., Suite 325
Dallas, TX 75201
(214) 451-1900
msquires@hawkeyeww.com
insights from the _edge
Thank you for visiting hawkeye Sports & Entertainment.
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