Barclays Center Honors Sponsors Including Nike, JetBlue, Red Bull
Barclays Center handed out accolades to its top sponsor activators today at a partner summit held on the floor of the nine-month-old Brooklyn arena. Nike took honors for the best integration for a campaign behind the 30th anniversary of its popular Air Force One shoe. Nike promoted the December launch with events outside Barclays Center, including a giant shoebox and a marching band, along with digital/mobile, in arena, retail and player endorsement elements. Best in-arena activation was awarded to Spike TV for a campaign from Scout Sports & Entertainment that offered fans free Nets tattoos to promote Spike’s "Ink Master" show, and a promotion behind Bellator. JetBlue was honored for the best digital promo, a "Bound for Brooklyn" Facebook sweeps, which gave away 25 pairs of plane tickets.
Applebee’s took home a prize for best retail promotion. The casual-dining chain drove increased traffic to its five Brooklyn locations with a "Fan of the Game or Night" promo, which awarded gift cards to fans in the arena. Among the supporting elements were POS and Nets garb worn by Applebee's staffers. Best community activation honors went to Red Bull, for its refurbishment of four neighborhood basketball courts. Red Bull signed Deron Williams as an endorser and offered $150 for each Williams assist toward the court renovations. "We’re happy with what we’ve achieved since we opened," said Nets and Barclays Center CEO Brett Yormark, "but not yet satisfied."