celebrity brandmatch

Jeremy Lin and Volvo Tie the Knot

Posted by Mark J. Miller on March 20, 2012 01:33 PM

Linsanity may have abated in the streets of New York for the time being, but that doesn’t mean folks in China have stopped paying extremely close attention to the exploits of the New York Knicks point guard.

That fact alone was enough for Volvo, a Chinese-owned company, to sign the 23-year-old up for a two-year endorsement deal. The press conference (which you can watch below) highlighted that Lin's promotional efforts “will focus on China, the United States and other Chinese-language markets in Asia.”

The populous Chinese marketplace is becoming more and more of interest to NBA marketers and its players. As the Huffington Post points out, LeBron James made deals there earlier this month to promote Dunkin’ Donuts and Baskin-Robbins. All part of a pro athlete’s healthy diet, of course.

So why Volvo? Well, Lin points out that the connection isn’t immediately clear. “You may not immediately see the connection between me and Volvo, but both of us are striving to be better and smarter at what we do, and to do it our own way,” the 23-year-old Harvard grad said at the news conference, as noted by the Los Angeles Times. “I hope that my efforts will inspire more young people to follow their ambitions in sports and education, just like Volvo Car Corp. is designing cars around people's ambitions in life."

Volvo lost no time getting Lin’s name into its social-media efforts, noting on Twitter that Lin said he’s like the Volvo S60: “fast and agile.” On Facebook, the automaker refreshed its Timeline banner, saying “Meet the newest member of the Volvo team: Jeremy Lin.”

Lin's first commercials for Volvo could hit TV in June. Linsanity or not, this kid isn’t going anywhere, folks.


shankar Saudi Arabia says:

Great thinking GEELY !!
the signing of Lin will help the brand push towards making VOLVO more relevant to the potential  Chinese car buyer for sure and will anchor the brand as "Chinese is VOLVO"
This process has triggered a lot of media attentions worldwide, simply because a totally
unknown small Chinese company bought such a famous automobile manufacturer in the west.
In fact, it is the largest overseas acquisition ever by a Chinese company, which marks a
beginning of a new era that the fastest growing China has become a superpower in the world
economy. For the Chinese, they are very proud because it is the evidence that their economical
development has reached a new stage. No Chinese could image such an acquisition even only a few years ago. But the Chinese are also worried, because they are not sure if they can manage Volvo Cars well. well done china - and Volvo gets another sporting event which it was not really associated with- we have seen Volvo with Golf and Yachting  this is double whammy - for both the Chinese and the US  markets - smart move !!

March 21, 2012 02:38 AM #

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