Eastern Michigan Combines The Business of Sport, Creative Marketing To Bring Attention and Promotion…

December 5, 2009 by Joe Favorito · Leave a Comment 

It’s not a new idea, but it is another twist on a smart, cost efficient and creative practice. Eastern Michigan University announced this week they are working between the athletic department and their business school to have students create and compete against each other, American Idol style, to come up with an effective marketing and ticket selling campaign for their men’s and women’s hoops programs. now in past years schools like Slippery Rock University has taken over the marketing of a minor league baseball team for a season, and major brands have invested in competition amongst grad schools to develop and then implement branding campaigns, but EMU is giving it a little more glitz and a better reward (cash and other opportunities). Even without the prizes, the idea is a very smart one for a mid-major school in a state that is short on cash and is full of folks looking for a chance to be positive in these tough times. EMU can use the creative minds of the students…the first adopters, the passionate entrepreneurs looking to shape a brand…and put those ideas to work in a fun and creative marketing and branding exercise. The idol-like atmosphere will generate some buzz, as will the prizes. At the end of the day maybe none of the ideas will be earth-shattering, and the fact that the finals will be tested at halftime of a hoops game with fans giving their choice for best idea may make it a bit of a crapshoot. Perhaps the best idea will be a combination of several of the presentations or perhaps there will be a whole season full of worthwhile idea. Perhaps there will be none. The most important thing is that EMU is working with the resources they have, recognizing a need both in the community and in the athletic department to rally, and finding a creative solution that involves all parties. Whether it works to sell tickets or not is not the most important thing. What should be watched and copied is the creative spirit of the students involved and the staff that had the ability to implement the contest.

The Stunt Makes A Comeback…

November 17, 2009 by Joe Favorito · 1 Comment 

As we move towards the end of what has been a challenged year for many in the brand activation side, we are seeing more and more unique ambush plays and creative sponsorship partnerships designed to extract every dollar, or generate dollars and interest, with every passing day. The moves are probably coming more out of creative minds letting loose and brands being willing to try a little more edgy a push for ROI, but in each case the opportunities have created buzz and made for an entrepreneurial sense of “one upsmanship” that is both refreshing and challenging for all involved in sports and entertainment. The recent examples included: Hebrew National pulling a unique ambush and challenge for those players caught eating hot dogs on an NFL sideline (after the Jets Mark Sanchez was caught on camera eating during a game), the Captain Morgan pose and subsequent followup this week by Diageo during last week’s Eagles NFL game, Boise State and the Big West Conference looking to raise their profile by hiring a PR firm and selling “shares” in their athletic program (as reported by Darren Rovell) with each holder getting a voice in marketing plans, and the History Channel’s “Pawn Stars” sponsoring last Saturday’s championship fight between Miguel Cotto and Manny Pacquaio.

Does The World Love This Game? If You Are The NBA, The Answer Again is Yes…

October 7, 2009 by Joe Favorito · Leave a Comment 

This month three of the four major sports leagues in North America…NHL, NBA and NFL…will make their annual pilgrimage across the pond to court fans, build brand and extend what is hoped to be a more global reach in the coming years, when the economy improves and the time becomes right for leagues to play on both sides of the Atlantic. Two, NHL and NFL, have taken the regular season route for games, while the NBA continues its preseason schedule of games, this year in London. All three have their basic effectiveness and have slightly different goals…the NHL looks to markets that have a built in understanding of the sport and a strong professional base…this year Finland and Stockholm…while the NFL uses the game as a one week showcase for American football for expats and those who watch on TV.