Posted by Abe Sauer on February 3, 2014 05:52 PM
Seattle Seahawks quarterback Russell Wilson may have had a big win on the field during the Super Bowl, but he stands to have an even bigger win off the field.
At just 25-years-old, Wilson looks like he belongs as much in British boy band One Direction as behind center. Where his adversaries are old and robotic like Peyton Manning or aggressively sharp-angled and bicep-kissing like Colin Kaepernick, Wilson is soft spoken and monumentally humble. He's outwardly religious—but not Tim Tebow-religious. He's outspoken about being an underdog—but not Tim Tebow-outspoken about being an underdog. And at 5-foot-10 and 200 pounds, he's amazingly relatable as an Everyman—somebody you could actually be.
Add to all that his effervescent smile, hard-to-place ethnic background and Renaissance man attitude—Wilson is outspoken about his love of meditation and yoga (yoga!)—and you have the makings of a different kind of new age intellectual NFL star. Watch as the brands fall over themselves to sign him up.Continue reading...
The Big Game
Posted by Abe Sauer on February 3, 2014 04:49 PM
Sunday was not a good day to be Peyton Manning. It also wasn't a good day to be a brand associated with Peyton Manning, or for that matter, any brand at all. Fickle football fans took to the social airwaves to air their grievances over a Super Bowl that was largely unentertaining, leaving only the brands and their $4 million-a-pop ads to save the day.
And while some, like Budweiser, won plenty of cheers for their efforts, others fell at the hands of consumers that took multiple stabs at big-game branding efforts.
Much like McDonald's and Coke have seen with their social campaigns for the upcoming Winter Olympics in Sochi, many fans hijacked one or more of the many available hashtags touted by brands and turned them into markers for disapproval.
Of the more than 35 hashtags promoted by brands, only a couple really took off, but both for very different reasons.Continue reading...
Posted by Mark J. Miller on January 14, 2014 08:12 PM
Omaha, Nebraska, isn’t necessarily top of mind for globe-trotting tourists, but the utterances of one NFL quarterback may help the longtime home of the College World Series and the birthplace of TV dinners earn more consideration.
Before 44 plays in Sunday’s NFL playoff game between the Denver Broncos and San Diego Chargers, Broncos quarterback Peyton Manning yelled out, “Omaha! Omaha!” A play signal of some sort, ESPN notes that only Manning and the Broncos know the reason for the word choice.
Nebraska’s largest city isn’t concerned with the meaning. After all, Peyton's shouts heard by millions of viewers turned "Omaha" into a trending topic on Twitter during the game—likely the most airtime the local brand has ever seen. It didn't hurt that the Broncos won, either. Capitalizing on Omaha's moment in the spotlight, the Omaha tourism board tweeted its thanks to the legendary quarterback Sunday night.Continue reading...
Posted by Dale Buss on September 6, 2013 07:05 PM
It's another NFL season, meaning there's another cast of muscle-bound marketing idols attempting to cash in on their athletic achievements in what can be short careers.
Some of the players that brands are featuring most this year have been on the rise for awhile. Clay Matthews, for example, the highest-paid linebacker in the game for the Green Bay Packers, is the new "Mama's Boy" for Campbell's Chunky soup in the latest rendition of a campaign that is entering its 16th year. It's always what the brand described in a release as "a tough and focused competitor on the field, who becomes a Mama's Boy off the field."
Eli Manning doesn't quite have the true acting chops of his older brother, Denver Broncos Quarterback Peyton Manning, but the New York Giants signal caller keeps managing to roll up more endorsement traffic. This season, for example, he's continuing his promotional partnership with Dunkin' Donuts. It includes a sweepstakes in which customers get a chance to join Manning at a training center this fall.Continue reading...
Posted by Mark J. Miller on August 7, 2013 07:16 PM
DirecTV will be broadcasting every Sunday NFL game this coming season through its new Sunday Ticket Max, which let's consumers view the games on their TV and smartphones,—for a fee, of course.
To help get fans to make the jump, DirecTV has employed football’s First Family—the Mannings—to help make the sell. Brothers Peyton, the quarterback for the Denver Broncos, and Eli, the quarterback for the New York Giants, and NFL-vet dad Archie all make appearances in a goofy new ad for the TV service.Continue reading...
Posted by Dale Buss on November 16, 2012 11:52 AM
As restaurant brand executives cut jobs and announced their intentions to raise prices in the wake of President Obama's re-election, no one can say they weren't forewarned.
Chains such as Papa John's are explicitly tying their actions to the costs of Obamacare, while other brands — including GE Healthcare and Virgin Airlines — also are announcing job cuts as a result of their expectations for a continuation of U.S. economic sluggishness in the wake of the voting results.
Papa John's CEO John Schnatter has been the most outspoken. The Mitt Romney backer has said that he'll raise the price of a pizza pie by 10 to 14 cents as well as slash employee hours — but it's not, he says, because of the two million pizzas he's giving away, but due to the cotss of Obamacare. He's not alone. A Denny's franchisee in Florida, John Metz, said that he plans to add a five-percent surcharge to his customers' bills and also to reduce his employees' hours.Continue reading...
Posted by Mark J. Miller on September 7, 2012 10:10 AM
The London Olympics have been over for nearly a month and most Americans have pretty much forgotten – if they ever even knew – the names of such competitors as wrestler Jacob Varner, diver David Boudis, and boxer Claressa Shields.
Sure, they all won gold medals, but in sports that Americans watch by the millions. Gymnast Gabby Douglas and swimmer Ryan Lochte, who were two of the biggest American brands coming out of the Games, are lucky enough to have selected sports that more U.S. residents care about. So these two, along with the marketing geniuses assigned to them, are doing everything they can to help Americans stick their names into the permanent memory book that already features such folks as Bruce Jenner, Mary Lou Retton, and Eric Heiden.Continue reading...
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...