As th first weekend of the London Olympics came to a close, some unique opportunities arose…here are three:
Masking A brand: Although not quite with the push that archery hs gotten through its roles in some recent blockbuster movies (Brave, The Avengers and The Hunger Games especially) fencing, with its inner-city appeal, has presented its own opportunities. The best example of a new best practice came from American Lee Keifer, who found a way to turn what is a usually bland piece of equipment, the fencing mask, and turn it into a living breathing piece of patriotism by donning the red, white and blue across her face mask. Keifer’s move raises the question of what else can be put on facemasks to draw a little extra edge…could they become like goalie masks, with elaborate images designed to vex the opponent? The Olympics will limit corporate sponsorships and non-traditional uniform marks, but can a new revenue and media stream be launched for say, collegiate fencing by the creativity of the mask? Regardless of Keifer’s finish during the games, her red, white and blue mask may open up a new sponsorship canvas for a sport still looking to find its footing in the mainstream.
Grab The Rim, Send A Message: one of the more eye opening result’s of Sunday’s USA-France men’s hoops opener was the clear message sent not on the court, but above the court. Shots of the high flying action above the rim revealed a very clear message on the rim, facing the camera, which said “inspire a generation.” Although limited in size, the rim, facing the backboard camera, could become a new unique revenue source during any televised game as basketball organizations from the NBA through high school and college look for new ways to engage signage with sponsorship. A few years ago the Harlem Globetrotters dropped Campbell’s Soup signage on the sides and bottoms of the plexiglass backboards, but the images were hard to track on TV. The rim message, even with the limited size, came across very clear on TV and for sure will be tested going forward as a new innovative source of ROI for brands.
And now, back to the Games…