Ambush Marketing, Crisis Management, MLB, Miami Herald, Minor League Baseball, NBA teams, NFL, NHL, New York Times

Marlins and Manatees Make Their Move…While Rick Rolling Makes It’s Own Mark

PR Move of the Day:  Trying to make “Chicken Salad” when teams have a lack of on-court or on-field or on-ice performance can be a daunting, but very creative task in the sports field.  Many times times on the highest professional level are reticent to look at the minor league bretheren for fear of fan backlash or damage to image.  Still others…the Dallas Mavs with their older female dance teams, the New Jersey Nets with their influencer parties and “green nights” and an older dance team of their own, the Islanders with their blog box for fans, the White Sox with the first all-you-can eat section, the Clippers broadcasting games in Chinese first…look to take the chance not only to make a PR splash, but to find new areas of sponsorship, ROI for existing partners and enhancement for fan experience.  The latest move, and what is sure to be the first in a series by a team looking to establish a brand and draw fans, is in South Florida, where the Marlins head into the season with not just a male dance team, but a HUGE male dance team, the Manatees.  Outlets ranging from AP and NPR have come to the area to cover the tryouts and those who have made the cut, which is being well positioned by the teams front office for what it is…lighthearted fan enhancement designed to bring in media exposure and help as a curiousity to get more fans in seats.  Is the downside damaging to the brand or the sport (as some said Billy Crystal’s Yankees contract was)?  No.  It is a smart calculated move to try and get the team marketshare and show that it is entertainment.  Good job not just in the creation, but in the pitch, by the Marlins front office.

On to another pop culture phenominon, as reported in Monday’s New York Times media section by Evelyn Nussenbaum.  The concept of Rick Rolling, is gaining steam as an ambush in various high volume places, ranging from political rallies and church services to the sports arena.  The phenominon is simple.  In the middle of a public gathering…a speech, a rally, a game…an impromptu dance routine complete with song breaks out.  In this case it was ’80’s hit “Never Gonna Give You Up,” complete with Rick Astley impersonator, that occurred during a University of Eastern Washington women’s basketball game.  The entire event, which always seems to be part of the game itself, is recorded for YouTube and garners incredible exposure, both for spontonaety and for the way the crowd is engaged in the ambush.  It is not offensive to anyone, ala streaking, and does not intend to upstage the event where it takes place.  Could Rick Rolling occur at a major sporting event?  Tough becuase of audio problems and security.  At minor league and college games?  Absolutely, and we look for Rick Rolling nights to develop across the summer for the minor league crowd.  Check out the YouTube video, with its close to 400,000 views.

Lastly, a few other reads to take a look at…Folio.com has a look at the first ever Glow-In-The-Dark Ad on Magazine cover (Vice Magazine), something which could maybe work in the sports collectable one-off market for a comemorative….the Hamilton Spectator has a good piece on the Buffalo Bills and Hamilton Tiger Cats efforts to work together to grow the game of football, while the Miami Herald’s Greg Cote has a column on how the globalization of sports is hurting the American sports scene.   Tough to argue the point if we look at sports as more global and less regional.