sports in the spotlight
Posted by Dale Buss on September 5, 2012 05:02 PM
Are you ready for some football? Big brands surely are. The National Football League may be a marketing and TV-programing juggernaut, but it is carrying more weight for more major brands than ever.
Take auto advertisers, for instance. Despite football telecasts that already were slated to be crowded with other car brands, Audi decided to use tonight's kickoff game between the New York Giants and Dallas Cowboys for the marketing launch of its crucial new 2013 S Models. These performance nameplates (S6, S7 and S8) and the "S" brand are fundamental for Audi to move to the next phase of its positioning in the U.S. market, as a provider of exciting, luxurious and well-designed automobiles.
And so the NFL gets the call tonight to host the first Audi ad under its new tagline, "Heighten Every Moment," featuring the Audi S8. The 60-second spot (watch it above) will run in the first break after kickoff. Audi also announced that it will appear in the Super Bowl game in February, its sixth consecutive advertising appearance in the big game.Continue reading...
Posted by Abe Sauer on March 9, 2012 11:55 AM
Hark! It's Monty Python's new iPad app.
Below, watch the Huggies commercial that has dads up in arms, and more.Continue reading...
sports in the spotlight
Posted by Dale Buss on January 12, 2012 04:09 PM
Of all the sub-brands that the National Football League has been able to create on its stellar rise to sports and TV dominance lately, none is more powerful than The Quarterback.
Sure, there is the Super Bowl, which advertisers love. There is NFL.com, which has become popular. And most NFL teams have been superb at leveraging their own "local" brands with licensed goods and new stadiums, including the Dallas Cowboys, Green Bay Packers, New York Jets and Houston Texans.
But it's today's celebrity "field generals" who have come to embody the NFL brand, as well as their teams, more than any other factor. And that's why brand marketers including Jockey, Visa and State Farm are happy to see five of the game's best and hottest quarterbacks still playing this weekend in the four TV games comprising the so-called Divisional Round of the NFL Playoffs.Continue reading...
Posted by Dale Buss on December 6, 2011 05:05 PM
Fans and admirers of the Green Bay Packers have inundated the team's phone lines and website (which redirects to packersowner.com) today to order up to 250,000 "shares" in the Super Bowl champion's latest sale of "stock" for $250 apiece.
The catch — well understood by everyone who snapped up the stock certificates — is that the shares aren't actually worth anything, including any scintilla of true ownership in one of the National Football League's oldest most storied franchises. The ultimate helm of the not-for-profit entity is held by an American Legion post in Green Bay in a complicated matrix of "public" ownership that is too long to be explained in most stock prospecti.
The bottom line is that the stock sale, the team's first since 1993, is entirely symbolic, a chance for the so-called Packer Nation of fans to express appreciation and support, mainly. But the proceeds are very real, and the team expects to raise at leaset $20 millon that will go toward a $143-million expansion plan for Lambeau Field including a new sound systrem, new videoboards and the addition of as many as 6,700 seats.Continue reading...
Posted by Dale Buss on November 18, 2011 05:33 PM
Yes, William Shatner is nothing if not multifaceted and unpredictable. After the pinnacle accomplishment of his career — portraying Captain James Kirk on Star an unbelievable 40 years ago — when he could have become a footnote in the pop-culture past, who knew the Canadian-born actor would find a second career as a funnyman, and a spokesman, by appearing in commercials for a then up-and-coming dot-com, Priceline?
But that Shat did, and Priceline's subsequent success became the stuff of endorsement history. And now that Shatner's most recent attempt at "serious" acting, in last year's CBS comedy $#*! My Dad Says, is defunct, he's got to do something else with that outsized ego comic persona, right?
Well, how about promoting awareness of turkey-fryer fires for State Farm Insurance? That's right, after personally suffering from a turkey-fryer accident, the bombastic actor and pitch man has graciously lent his comic timing and faux gravitas to the insurer's efforts to stamp out this underappreciated form of holiday danger.
His two-commercial campaign is being promoted on Twitter with a hashtag, #ShatnerFryersClub, which encourages folks to pay attention (and have a Happy Shatsgiving). It's no joking matter, and if it gets people to pay attention, so much the better. State Farm cites grim stats, such as how Texas leads for reporting the most grease- and cooking-related claims around Thanksgiving over the previous five years.Continue reading...
Posted by Dale Buss on November 16, 2011 11:49 AM
Despite the team's many stumbles on the field over the several years, no other organization has seriously disputed the standing of the Dallas Cowboys as the unofficial "America's Team" of the National Football League — until now.
Based on the opinions of sports branding and marketing experts, licensed-merchandise sales, and other indicators, the Super Bowl Champion Green Bay Packers are challenging to take away the Cowboys' hallowed standing as the favorite "second team" of football fans after their hometown squad. Or so says the Milwaukee Journal Sentinel, a hometown paper of sorts in Wisconsin.
It isn't just the fact that the Packers remain undefeated this season, at 9-0, after Monday night's laugher over the Minnesota Vikings. Or that the team based in America's tiniest NFL hometown is being led by the mid-season favorite to win the league's MVP title, quarterback Aaron Rodgers. Or that Packers linebacker Clay Matthews has become a household name through his endorsement deals with Nike Football, Suave and Muscle Milk.Continue reading...
week in review
Posted by Cristi Sauser on October 14, 2011 04:30 PM
Our most-read blog posts of the week include Solo Red Cup Anthem, LeBron James, Stella Artois, JLo , and more:
#1 Toby Keith Late to the Party with Solo Red Cup Anthem
#2 LeBron James: Heart of a Lion, Logo of a Lamb
#3 Bank of America Increases Fees Despite Ongoing Occupation
#4 Aaron Rodgers Makes Low-Key National Advertising Debut
#5 Stella Artois Sexes Up the Perfect Pour
#6 Jennifer Lopez Turns Second Video Into a Fiat Commercial (Paid for by Fiat)
#7 Ben & Jerry's Mooved by Occupy Wall Street Protests
#8 Real Steel's Over-the-Top Product Placements (and the FOX/NFL Bot Tie-In We Already Have)
#9 Men, Be a Pepper! Be a Slimmer, More Manly Pepper!
#10 The Original Penguin Jacket Makes Cars Jump With Joy. Or Something.
Posted by Dale Buss on October 10, 2011 01:32 PM
Aaron Rodgers finally made his debut with a significant national advertiser during NFL Sunday Night Football, a game in which his team, the 5-0 Green Bay Packers, staged a come-from-behind victory over the Atlanta Falcons. But in keeping with the understated persona of the Super Bowl XLV MVP, Rodgers' appearance in his first commercial for State Farm Insurance saw him being humorously deprecating and not even recognized.
Rodgers' on-field performances in 2011 are being compared with some of the best to ever play his position. But so far, Rodgers has been practically an invisible presence in the endorsement game, especially compared with the upper-echelon quarterbacks such as the Indianapolis Colts' Peyton Manning and New Orleans' Saints Drew Brees with whom Rodgers is being compared these days. Rodgers' go-slow endorsement strategy apparently has been by his own design.Continue reading...