Posted by guest blogger Michael Chase
At first blush, I, as many others in the sports marketing world, was concerned about the news that Buick has chosen to end their relationship with Tiger Woods. Another chilling development with how the sports business world is being impacted by the current economic woes.
However, by most accounts, this is a no brainer for Buick and GM. The PGA will feel the economic downturn more directly than most major sports as the lion share of its sponsors are luxury brands and financial service companies. Tim Finchem is trying to boost confidence by stating the 2009 schedule is still intact, but there is little doubt the Tour will look and feel leaner.
All that said, Tiger has made the PGA what it is today by bringing in significantly more viewers, sponsorships and revenue streams that could have never been realized without him. And he will continue to do so for many years to come, barring any career threatening injuries. So, it is always alarming to see such a long standing sports marketing relationship go away, but this one makes sense.
I would also argue that Buick never realized the full potential of what they had with Tiger. The best thing that came of their relationship was being able to get Tiger to commit to a much larger number of their PGA sponsored events than he would have, helping the profile and profitability of these events. However, Buick failed to crack the code on how best to use Tiger as a pitchman.
Through the 9-year relationship, I thought there were only two advertising efforts that were done well. The first was the on-line campaign called Tiger Trap where Tiger randomly joined groups of golfers, much to their surprise. Tiger is the best golfer of all time. He is not the best actor of all time. In this effort, he was in his element and because he was not trying to force or carry a performance, he came across as very funny and enjoyable.
The other was actually a promotional TV ad where Tiger tackled a guy trying to steal his famous Buick staff bag. The physical comedy was shot well and it was even more impressive when it was revealed that not only did he perform the tackling himself, but it was an unplanned stunt that was hatched the day of production. Kudos.
Even though Tiger is one of the most sought after endorsers in sports, it is important to understand the best way to use him to create effective communication. Nike has done a great job and I would argue that Tiger's marketability has benefited tremendously from his efforts with them. Tiger had been seen as a very intense, unapproachable and somewhat aloof athlete. Thanks to commercials like Hacky Sack, his work with Charles Barkley and more recently seeing him win the British open as a child (see below), he has been taken off his pedestal and seen as likable and relatable. Not to mention, they found ways not to rely on Tiger as an actor.
Something the Buick advertising could only do in rare occasions.
Wednesday, November 26, 2008
Monday, November 24, 2008
What makes video viral?
Posted by guest blogger Greg Oreskovich
Do advertisers make a video viral? Or is it the viewer who does that. I think the latter.
"Ball Girl" was one of the most successful viral videos ever (8 million views and counting). Did this really happen? Did she really catch the ball?
The clip was discussed on hundreds of blogs, passed between tens of thousands of friends, talked about in mainstream media, from the Wall Street Journal to Good Morning America, ESPN and Keith Olbermann. It even fooled Ellen DeGeneres, who put out a public request for the Ball Girl to appear on her show.
But the most amazing thing, it was part of an ad campaign for Gatorade. Sure, agency folks can come up with a great idea and execute it flawlessly. But whether or not it catches on is ultimately beyond their control.
Kevron, I couldn't have said it better.
Do advertisers make a video viral? Or is it the viewer who does that. I think the latter.
"Ball Girl" was one of the most successful viral videos ever (8 million views and counting). Did this really happen? Did she really catch the ball?
The clip was discussed on hundreds of blogs, passed between tens of thousands of friends, talked about in mainstream media, from the Wall Street Journal to Good Morning America, ESPN and Keith Olbermann. It even fooled Ellen DeGeneres, who put out a public request for the Ball Girl to appear on her show.
But the most amazing thing, it was part of an ad campaign for Gatorade. Sure, agency folks can come up with a great idea and execute it flawlessly. But whether or not it catches on is ultimately beyond their control.
kevron5
Ok d bol, spit some sh*t at me cuz dis jank is fereal
Kevron, I couldn't have said it better.
Sunday, November 23, 2008
Here we go again...
Posted by guest blogger Michael Chase
As we wait for the BCS Poll to come out this evening, the debates rage from fans across the country about who should round out the top 5, behind undisputed #1 Alabama. With Oklahoma's demolition of previous #2 Texas Tech, they have a legitimate claim. But, they lost to Texas, who is knocking on the door, as is Florida. Good arguments could be made for all three teams. And more than a few West Coasters are screaming for USC.
The BCS will apply its fuzzy math and we will know soon enough. But, this makes me want, as I do about this time every year, a better defined and straight forward approach.
A playoff system.
I won’t go into all the reasons why it would be good for college football. Or how it could work. Dan Wetzel did a great job of explaining this and how great it would have been last year. Would have been great in 2004 as well. Even President-elect Obama supports it.
Theories, opinions, politics and logistics aside, I just want to the see the teams and players settle it on the field, end of story.
But, despite stories about how the NCAA may be getting closer to some type of playoff system, it looks like things won’t change that soon. ESPN just shelled out $500 million to secure the rights to broadcast the BCS series from 2011 to 2014. This is huge amount of money for a cable network to pay (although ABC will broadcast some of the BCS bowl games), but they would not have done it had they not seen the potential for big revenue. And they agreed to broadcast in the current BCS system.
Which means, why change what is still so profitable? It most likely won't.
I am sure I will be happy to have the kind of in depth access and ability to experience the games across multiple media platforms. And it will allow advertisers unprecedented opportunities to connect with the male 18-49 demo that ESPN delivers better than anyone.
But, I would give it all up in a heartbeat, if it meant the guys on the field, not a series of equations, could decide who wins it all. In the long run, it's better for everyone.
As we wait for the BCS Poll to come out this evening, the debates rage from fans across the country about who should round out the top 5, behind undisputed #1 Alabama. With Oklahoma's demolition of previous #2 Texas Tech, they have a legitimate claim. But, they lost to Texas, who is knocking on the door, as is Florida. Good arguments could be made for all three teams. And more than a few West Coasters are screaming for USC.
The BCS will apply its fuzzy math and we will know soon enough. But, this makes me want, as I do about this time every year, a better defined and straight forward approach.
A playoff system.
I won’t go into all the reasons why it would be good for college football. Or how it could work. Dan Wetzel did a great job of explaining this and how great it would have been last year. Would have been great in 2004 as well. Even President-elect Obama supports it.
Theories, opinions, politics and logistics aside, I just want to the see the teams and players settle it on the field, end of story.
But, despite stories about how the NCAA may be getting closer to some type of playoff system, it looks like things won’t change that soon. ESPN just shelled out $500 million to secure the rights to broadcast the BCS series from 2011 to 2014. This is huge amount of money for a cable network to pay (although ABC will broadcast some of the BCS bowl games), but they would not have done it had they not seen the potential for big revenue. And they agreed to broadcast in the current BCS system.
Which means, why change what is still so profitable? It most likely won't.
I am sure I will be happy to have the kind of in depth access and ability to experience the games across multiple media platforms. And it will allow advertisers unprecedented opportunities to connect with the male 18-49 demo that ESPN delivers better than anyone.
But, I would give it all up in a heartbeat, if it meant the guys on the field, not a series of equations, could decide who wins it all. In the long run, it's better for everyone.
Saturday, November 22, 2008
The not very best ad of the year
Posted by guest blogger Michael Chase
Last week Danny wrote about Bike Hero, a viral effort for the Guitar Hero World Tour campaign. Indeed, an innovative approach to driving awareness and appeal for Activision's video game franchise that is feeling the pressure from rival product Rock Band. With such a hit (over 1.1 million YouTube hits and counting), it is hard to imagine how the same campaign could yield a TV commercial that is just so bad.
I am referring to the Risky Business spoof featuring sports icons Kobe, A-Rod, Michael Phelps and Tony Hawk.
When I first saw it last month, I found myself physically squirming in awkward discomfort. The same way I felt when I first watched Meet the Parents.
I think it is fair to assume that Bob Seger is not on any of these guys' playlists. The way each of them jumped around in such forced, rhythmically-challenged ways, made me feel bad for them all. While I can appreciate the intent, this is yet another example of how NOT to use athletes in advertising.
Where so many brands go wrong, is failing to find the right intersection between their marketing objectives, their brand's attributes and perceptions, and the attributes and perceptions of the athlete they choose to represent them. Each of these three areas should be well thought out. Not just so a brand can choose the right athlete endorser to sign, but also to have effective criteria to develop, create and judge the resulting communication.
For every diamond (Nike "Fate" Leave Nothing commercial w/ LT & Polamalu)...
there are so many more pieces of coal (Gillette Champions commercial w/ Tiger Woods, Roger Federer, Thierry Henry)...
And while I think the Guitar Hero commercial is a piece of coal, they did create an interesting Director's Cut...
Last week Danny wrote about Bike Hero, a viral effort for the Guitar Hero World Tour campaign. Indeed, an innovative approach to driving awareness and appeal for Activision's video game franchise that is feeling the pressure from rival product Rock Band. With such a hit (over 1.1 million YouTube hits and counting), it is hard to imagine how the same campaign could yield a TV commercial that is just so bad.
I am referring to the Risky Business spoof featuring sports icons Kobe, A-Rod, Michael Phelps and Tony Hawk.
When I first saw it last month, I found myself physically squirming in awkward discomfort. The same way I felt when I first watched Meet the Parents.
I think it is fair to assume that Bob Seger is not on any of these guys' playlists. The way each of them jumped around in such forced, rhythmically-challenged ways, made me feel bad for them all. While I can appreciate the intent, this is yet another example of how NOT to use athletes in advertising.
Where so many brands go wrong, is failing to find the right intersection between their marketing objectives, their brand's attributes and perceptions, and the attributes and perceptions of the athlete they choose to represent them. Each of these three areas should be well thought out. Not just so a brand can choose the right athlete endorser to sign, but also to have effective criteria to develop, create and judge the resulting communication.
For every diamond (Nike "Fate" Leave Nothing commercial w/ LT & Polamalu)...
there are so many more pieces of coal (Gillette Champions commercial w/ Tiger Woods, Roger Federer, Thierry Henry)...
And while I think the Guitar Hero commercial is a piece of coal, they did create an interesting Director's Cut...
Friday, November 21, 2008
Jerry, you had me at Hello
Jerry Maguire is one of my heroes. I know he’s a fictional character. But George Bailey restores the faith of millions every holiday season, simply because he did the right thing when the time called for it. And for all of those people, he’s about as real as they come.
Jerry stood for the same thing: doing right by people even when others in his same shoes were taking an easier, greedier path. And of course, in Capra-esque fashion, both George and Jerry win in the end. And so do we, for watching their stories.
But I digress.
I love Jerry, and the movie Cameron Crowe wrote about the fragile do-gooder, because Jerry gets It. The “It” being the difference between good and bad. He gets it in the beginning of the film, when his voiceover ticks off the future sports heroes of America:
“See, America sets the tone for the world. In Indiana—Clark Hodd. Thirteen. The best point guard in the country. Seattle, Washington. Dallas Molloy. Went to court to be allowed to box professionally. She’s sixteen.”
These, I’m sure, are based on real life scenarios. Which brings me to Milan Simon Tuttle, today’s media darling and Youtube sensation.
Look at her go. She’s the next Curly Neal! Or maybe the next Jordan McCabe.
Or Marquise Walker.
He’s proof that kids aren’t necessarily being raised as much as marketed.
Why? The almighty dollar, of course.
The massive moolah waiting to be scooped up by athletes is no secret. Talent is important, but marketability is paramount. Anna Kournikova, anyone? Sure. Why not (notice not much tennis in those pics…)
Marketers are willing to throw great gobs of money at potential stars of the future. It’s what spurred Jerry on. And what eventually led him to make a U-turn and become a truly decent man. In his words:
“Now, I’ll be honest with you. I started noticing it a few years ago and didn’t say anything. In the quest for the big dollars, a lot of little things were going wrong.”
He sees the light. So he writes his mission statement.
“…we must crack open the clenched fist and give back a little for the common good…we must simply be the best version of ourselves…that goodness will be unbeatable and the money will follow.”
He distributes it to all of the agents at his firm. Which gets him fired and sends his career spiraling downward. But it eventually brings him love and success. Cool, huh? I love Jerry.
I love sports marketing, too. Not all parts of it, but enough of it to make it a major part of my life. Just because it’s more corporate business than personal pleasure doesn’t mean I can’t embrace it, learn about it, live it, and make a living off it.
More than anything, it reminds me of how lucky we are to be able to partake in our sports culture. Milan Tuttle, Marquise Walker, Frank Cushman, and the great Jerry Maguire; real or fictional, future stars or heartbreaking busts, they all feed our imaginations, demonstrate our potential, and remind us of what’s possible.
Because it’s not just about the money. It’s about the Kwan.
As Thanksgiving approaches, that’s a nice thing to keep in mind. Especially since we get to watch football all day between helpings of Tryptophan.
Hope you all have a great holiday week. I’m out of commission from November 22-29, and some of my extremely talented and Kwan-filled colleagues at Element 79 will be joining the SportsCentric fray. Enjoy.
Jerry stood for the same thing: doing right by people even when others in his same shoes were taking an easier, greedier path. And of course, in Capra-esque fashion, both George and Jerry win in the end. And so do we, for watching their stories.
But I digress.
I love Jerry, and the movie Cameron Crowe wrote about the fragile do-gooder, because Jerry gets It. The “It” being the difference between good and bad. He gets it in the beginning of the film, when his voiceover ticks off the future sports heroes of America:
“See, America sets the tone for the world. In Indiana—Clark Hodd. Thirteen. The best point guard in the country. Seattle, Washington. Dallas Molloy. Went to court to be allowed to box professionally. She’s sixteen.”
These, I’m sure, are based on real life scenarios. Which brings me to Milan Simon Tuttle, today’s media darling and Youtube sensation.
Look at her go. She’s the next Curly Neal! Or maybe the next Jordan McCabe.
Or Marquise Walker.
He’s proof that kids aren’t necessarily being raised as much as marketed.
Why? The almighty dollar, of course.
The massive moolah waiting to be scooped up by athletes is no secret. Talent is important, but marketability is paramount. Anna Kournikova, anyone? Sure. Why not (notice not much tennis in those pics…)
Marketers are willing to throw great gobs of money at potential stars of the future. It’s what spurred Jerry on. And what eventually led him to make a U-turn and become a truly decent man. In his words:
“Now, I’ll be honest with you. I started noticing it a few years ago and didn’t say anything. In the quest for the big dollars, a lot of little things were going wrong.”
He sees the light. So he writes his mission statement.
“…we must crack open the clenched fist and give back a little for the common good…we must simply be the best version of ourselves…that goodness will be unbeatable and the money will follow.”
He distributes it to all of the agents at his firm. Which gets him fired and sends his career spiraling downward. But it eventually brings him love and success. Cool, huh? I love Jerry.
I love sports marketing, too. Not all parts of it, but enough of it to make it a major part of my life. Just because it’s more corporate business than personal pleasure doesn’t mean I can’t embrace it, learn about it, live it, and make a living off it.
More than anything, it reminds me of how lucky we are to be able to partake in our sports culture. Milan Tuttle, Marquise Walker, Frank Cushman, and the great Jerry Maguire; real or fictional, future stars or heartbreaking busts, they all feed our imaginations, demonstrate our potential, and remind us of what’s possible.
Because it’s not just about the money. It’s about the Kwan.
As Thanksgiving approaches, that’s a nice thing to keep in mind. Especially since we get to watch football all day between helpings of Tryptophan.
Hope you all have a great holiday week. I’m out of commission from November 22-29, and some of my extremely talented and Kwan-filled colleagues at Element 79 will be joining the SportsCentric fray. Enjoy.
Thursday, November 20, 2008
Great ads in any language
Taking a cue from the unexpected “Bike Hero” video, let’s take a break from advertising that’s purely about sports, and travel around the globe for some fun stuff you may not have seen.
Starting in Romania, where, apparently, frat guys make ads:
Still, it's kind of funny. By the way, the end title means "Do as much as you can while you're young."
And on to Johannesburg, where a concept that’s arguably been done before surprises you into getting hungry for a burger.
There’s one word understood across the world for wonderfully simple ideas done well:
Cool.
Starting in Romania, where, apparently, frat guys make ads:
Still, it's kind of funny. By the way, the end title means "Do as much as you can while you're young."
And on to Johannesburg, where a concept that’s arguably been done before surprises you into getting hungry for a burger.
There’s one word understood across the world for wonderfully simple ideas done well:
Cool.
Wednesday, November 19, 2008
The very best "ad" I've seen this year
This video should be presented in advertising classes tomorrow across the world as an example of how to make a piece of film that connects, entertains, surprises, and sells. In a sideways kind of way, it reminds me of Honda’s Cannes Lion winning “Cog” spot.
I don't know where it's going to be shown or how they're going to use it, but it'll get enough play from people sharing it that they may never need to buy a dollar of paid media.
Take note, marketing people. Not easy, but not expensive, and super unusual and smart.
I don't know where it's going to be shown or how they're going to use it, but it'll get enough play from people sharing it that they may never need to buy a dollar of paid media.
Take note, marketing people. Not easy, but not expensive, and super unusual and smart.
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