Posted by Mark J. Miller on May 17, 2012 09:57 AM
There are fewer than 75 days left before the start of the XXX Olympics in London and sports marketing will no doubt be in the faces of consumers for most of that time and certainly during the Games themselves. But it won’t just be the big-bucks brands sponsoring the events or their big-name ambushing competitors that will be benefiting from the Olympics.
“You’ve got a month’s worth of free advertising for the sports and sports-related industries,” commented Vincent Mitchell, professor of consumer marketing at Cass Business School in London, to Bloomberg Businessweek. “You’re likely to see gym subscriptions go up, activity-type holidays go up, sports drinks, athletic shoes, it will be a mass effect.”
Even the smallest of sports brands may get a lift from all the sports talk going on as well. For example, a few elite athletes such as cyclist Rebecca Romero and tennis pro Andy Murray have asked the relatively tiny Science in Sport, which was bought by Provexis last summer, to send over its sports gels and other products as they prepare for the main event.Continue reading...
chew on this
Posted by Mark J. Miller on May 16, 2012 03:06 PM
As the fast-casual sector continues to rise and wallet-watching consumers keep seeking out culinary alternatives that don’t break the bank, the fast-food nation is trying to find ways to keep drawing in customers.
McDonald’s, in the midst of a $3 billion global image upgrade, is trying to impress Chinese consumers with specialized promotions. And now it's completely turning the fast-food experience on its head in the UK, where it's in the spotlight as the official restaurant sponsor of the London 2012 Summer Olympics.
Its British franchisees have been offering limited "Great Tastes of America" menu items evoking regional favorites, from Texas BBQ and Chicago to this week's Arizona Nacho Grande.
Now the word from the Daily Mail's ThisIsMoney website is that Mickey D’s is testing out waiter service at a handful of its 1,200 UK outlets. “If you have lots of bags, kids or are a large group, table service can be easier and less stressful,” commented McDonald's top UK exec Jill McDonald.Continue reading...
Posted by Abe Sauer on May 16, 2012 10:03 AM
McDonald's is basking in the glow in the halo effect glow of some tremendously good PR in China. A young American working in Nanjing recently purchased some french fries for a homeless elderly woman — and proceeded to sit and share them with her. Faster than you could say "I'd like to buy the world some friends," the incident became the talk of the Chinese social web.
While the brand itself was not a proactive participant in the act of charity, thousands of mentions of "American French Fry Brother" came along with a mention of McDonald's. It was a bit of good fortune for the chain in China just before the new China Daily headline: "McDonald's raises prices again."Continue reading...
Posted by Abe Sauer on May 14, 2012 11:32 AM
For the third year, San Francisco's famed Alcatraz will serve as the site for the final game of the one-on-one Red Bull King of the Rock basketball championship. And for the first year, Chinese sportswear brand Li-Ning will be the official footwear and apparel sponsor.
For China's most famous athletic brand, established in 1990, co-sponsoring King of the Rock (along with Skullcandy, 24 Hour Fitness, and Dime magazine) is an opportunity to regroup and take another shot at a US market in which the brand has met a little success and a lot of setbacks.
Now Li-Ning is hoping to be a foreign success story, one of the few amongst successful Chinese brands that struggle to make a dent once outside of China's borders. Where better to test a brand's mettle than the infamous "yard" at America's most famous prison?Continue reading...
chew on this
Posted by Mark J. Miller on May 14, 2012 11:04 AM
An enjoyable breakfast means the world to Kellogg’s. And life hasn’t been easy for name-brand cereal makers in general in recent years, as time-pressed consumers skip breakfast while others are on the watch-out for GMO ingredients.
Now Kellogg’s is serving up something fresh to remind everyone about the importance of a great breakfast to get the day going: a major brand overhaul, as Forbes noted on Friday and the Kellogg company outlined in a press release this morning.
The scope of the visual and verbal identity refresh includes “an updated logo, identifying the Kellogg’s brand’s core purpose, incorporating the ‘masterbrand’ into all Kellogg’s marketing campaigns, consolidating 42 company websites around the world to one, and the new tagline, 'Let’s Make Today Great.'"
The move, Forbes notes, puts digital and social media "at the core of its engagement efforts." To that end, Kellogg's US joined Twitter last week to further engage fans and to help promote its London 2012 Olympics sponsorship of eight Team USA athletes, as it's also talking up on its Facebook page.Continue reading...
Posted by Shirley Brady on May 14, 2012 09:31 AM
Coca-Cola held a "secret gig" in London on Friday night, featuring producer Mark Ronson and singer Katy B promoting "Move to the Beat," the anthem and youth-oriented integrated marketing platform for the London 2012 summer Olympic games.
Posted by Mark J. Miller on May 11, 2012 03:12 PM
While the NBA experiments with sponsorship of jerseys in its D-League playoffs and NASCAR drivers walk around with so many advertisements on their jumpsuits that it’s hard to remember exactly who is aligned with what, it is much harder for athletes for lower-profile sports to drum up those kinds of sponsorship dollars.
However, two U.S. national-team runners are finding ways to earn a few extra dollars in innovative ways. Steeplechase runner Anthony Famiglietti has started to sell off real estate on his racing jersey so that he can have extra cash for travel and training, NPR reports. His endorsement deal with a shoe company got pulled when the arthritis in his foot kept him from wearing their shoes anymore.
“If the shoes don't fit, there's really nothing you can do,” Famiglietti told NPR. “There's only one shoe that I can wear, of the thousands of shoes on the market. And trust me, I've tried everything. Zappos probably hates me.”Continue reading...
Posted by Dale Buss on May 11, 2012 11:44 AM
While there's plenty of attention given to getting children not to eat junk food, as a countermeasure to childhood obesity many brands are putting substantial efforts into persuading kids to eat healthier. This week two companies — one a veteran of "better-for-you" foods, the other not heralded for nutritious fare — have stepped forward to promote childhood consumption of fruit and vegetables.
McDonald's is the unlikelier player here. McDonald's UK is getting ready to launch a fizzy drink for children as an option with its Happy Meal packs on May 16th that claims to provide one of the recommended five-a-day portions of fruits and vegetables.Continue reading...