The Open Scores Again…

August 25, 2010 by Joe Favorito · 1 Comment 

It remains the only major sporting event that brands can point to every year, at the same time, in the same location in New York. And when it starts the main draw next Monday (free qualifying goes on this week for those who can’t afford or locate a ticket) the US Open will again begin the brand activation bonanza that takes place in and around New York every year as summer moves towards fall.

Nike’s Buzz Rides The Tiger Wave…

April 10, 2010 by Joe Favorito · 1 Comment 

Years ago I heard author Stephen King speak at my alma mater, Fordham University.  He was asked, who does he write his books for.  His answer was simple…”I write for all those people who slow down on the road to look at accidents.” The goal, King said, was to appeal to some part of the curiosity in all of us, no matter how bizarre.  We all have a casual interest in the shock value…it creates water cooler talk, and leads to buzz, no matter how long or short.  It draws eyeballs and interest, and whether there is substance in the subject or not, it brings events, stories, even brands top of mind. Thought provoking, and appealing to a commonality no matter how bizarre, works.  It is why reality TV works, it is why certain “celebrities” bereft of any talent other than being strange or mean or bizarre, suddenly grab the international consciuousness.  In many ways, the provactive is what the Nike brand has been built on over the year.  It has always encouraged us to be different, to strive for success, to win, to just do it.  So it should come as really no surprise that this week Nike was first to the table and the airwaves with their support of Tiger Woods, and it should also have come really as no surprise that the brand rolled out a very provactive, very different spot using Woods and the voice of his late father Earl.  The result?  Exactly what the Nike brand would have wanted.  Great buzz not about Woods’ play or their support, but about the messaging and the positioning of the piece. Story after story, download after download, podcast after opinion, all talked about the ad.  Not about Woods’ play or recent trangressions.  They talked about the ad.  If Nike couldn’t get their support of Woods on the pristine green of Augusta, they could sure get it on the airwaves and online, and Nike, even as much as Woods comeback, became the story leading into the Masters.  That is what brands who are successful do so well.  They seize a moment and choose a positon that is just enough away from the norm as to generate buzz.  now whether that buzz is positive or negative sometimes doesn’t matter. If the product is quality, the casual fan will look to sample, and that consumer will make the decision if the steak is worth buying for the sizzle.

Woods Takes The Next Step, But The Biggest Brand Question For Golf Remains Unanswered…

February 20, 2010 by Joe Favorito · Leave a Comment 

Friday Tiger Woods spoke…he controlled the message, he got his points out, he was serious and he addressed all the groups he needed to address in a statement. Another stage in the comeback is complete for him.  He did not have the long, drawn out presser with reporters, especially those who cover him in his sport, in the room and he avoided distractions and forced the media to cover just what he and his brand needed them to cover. he was true to what he has always done in the better of times, he controlled the message and the access.  Just as he would drive reporters to his website for comments and news, now he drove them to another ballroom in Ponte Vedra to listen while pool reporters asked a few questions to him and to his assembled group.

The Coaching Network An Untapped Activation Model For Brands?

December 8, 2009 by Joe Favorito · Leave a Comment 

They have always been the iconic role models that have shaped thousands of lives, from little league to the highest level of competition. They are dedicated and driven, mercurial and emotional, volunteers and mercenaries, teachers and mentors. They are coaches. Yet for all the time, effort and value they put in, these men and women usually never get the recognition or capitalize on their success as much as the athlete. Sure there are the superstars…Lombardi, Parcells, Torre, Bryant, Jackson…that have crossed over into the mainstream, as much as for their personality as for their onfield success. However as a group, probably because the very nature of coaching is selflessness and the field is so transient, coaches have rarely united as a brand to drive revenue and interest in the profession.

Brand Jeter…

September 12, 2009 by Joe Favorito · Leave a Comment 

September 11, with thoughts of a day of service and reflection proposed by President Obama, may be turning the corner from negativity and grief to positive action (although we should never forget and many need to and still should morn the loss on that day). However on Friday night we were again reminded as to how sports can help be a salve on wounds, and take us to places we never thought we could get to emotionally. Case in point, Derek Jeter. MLB, through their Day of Service and Rememberence initiative, and their announcement of giving back to veterans, created a very nice platform for transition for fans on 9/11, and tied it into the red hats worn by all players. However the person who helped New York turn the corner was Jeter, who broke Lou Gehrig’s Yankee record for hits on 9/11, and gave all a reminder of what brand leadership by example is all about. Brand Jeter is not flashy…there is little digital marketing and splash to it. It has solid, longstanding promotional partners who build very effective programs around his persona…Nike, Ford and Gillette…and his “Turn Two” Foundation does more works of service quietly than publicly in many cases. Still the Jeter brand is one of control, and effective control. In a time where many athletes try to build and expand brands into something they are not, or try to attach themselves to products just for the dollar or for the buzz, the Yankee captain and his business team have remained steady, the quality which many brands in and out of sports should aspire to. Of course Jeter’s onfield longevity and consistency play a key role in that, as does his soft spoken nature. But it could be very easy for Jeter as a brand to try and grab more edgy sponsorships or lend the name to a quick payday. Thus far there has been no need, and as an athlete leadership brand, the bet is that the position will stay the same….and now he has even given us a reason to look back fondly on 9/11…for sports anyway.

Loving The Comeback…Phelps, Watson, Armstrong…Even LeBron…

July 29, 2009 by Joe Favorito · Leave a Comment 

One thing the American sports public loves, especially in challenged times, is the art of the comeback. Even the biggest star, once shown with feet of clay, somehow moves up the popularity and sympathy list, when he or she starts the road back or finally gets toppled. Like the evil Mafia dons turned benevolent dictators, we seem to soften images, and often times brands are there to take advantage of the return to popularity as the once iconic become iconic again. Now does it “just happen?” No. Obviously the commitment from the athlete has to be there, and there has to be a solid marketing plan behind the brand reinvention, but with the commitment from both the athletic side and the business side, the re-image can sometimes be more popular than the original. Three cases in point from recent weeks. First Tom Watson. His unlikely run at the British Open, one where Tiger Woods again slumped, helped re-engage fans in the possibilities of what-if, even when he fell off the lead on the final day. Watson’s partners, which included Adams Golf, had a nice bump, and eventhough TV numbers were not record, his unlikely run gave the event some sustainability and probably re-energized his brand for a slightly older demo, as well as connecting him to many newer golfers for the first time. Second, Lance Armstrong. Eventhough there was the public falling out over the final days with teammate and eventual winner Alberto Contador over the timing of the team Radio Shack announcement , Armstrong again went through an amazing brand re-invention during his amazing Tour de France run. He twitters, embraced fans, softened a once hard image, avoided the pratfalls of the doping world and connected with the fickle French fans like never before, giving the sport and his brand going forward another huge boost. Third Michael Phelps. With his marijuana episode in the rear view mirror, the folks at Octagon have repositioned Phelps as the athlete America loves while most of us are jumping again into summer swimming pools. Even better for the future of swimming, Phelps actually lost a race this week, to German Paul Biedermann,a swimmer using a soon-to-be-banned swimsuit, which sets him up for even more watercooler talk going forward. Last is LeBron James...although with little damage really, James NBA playoff antics, and the mystery of the dunk film from this summer, showed some chinks in the LeBron armor, just small ones, which probably made him just that more interesting at this stage of his career to draw in even the small group of casual fans who may not have been that interested in all his positive work over the last few years. Now where can these brand re-inventions go in the future? A lot of it is up to the athlete, but with Phelps already looking ahead to 2012 and Armstrong back on the top of his racing game, the different demos that they speak to and the brands they engage should have some nice pop. For Watson, it may be more quiet endorsements and speaking around his golf, but all will be positive in the slightly older demo he speaks to, and for LeBron…how high can one go? After all, the elusive NBA title still awaits, after his upcoming Nike-sponsored world tour. We do love the comeback.

Kobe vs. LeBron…or Dwight…Digital Immediacy Gives Brands Flexibility Like Never Before…

May 23, 2009 by Joe Favorito · Leave a Comment 

It used to be that media plans, carefully crafted and built over time, could be gone in a heartbeat if an entertainer bombed or ran afowl of the law, or an athlete was injured or failed to live up to expectations. The classic story has always been the Dave vs. Dave decathlon battle leading to the Olympics that never materialized because of injuries and underperformance. Even three years ago, Amex’s “Andys Mojo” campaign built around Andy Roddick for the US Open, flamed out when Roddick when down too early in the tournament, and there are countless stories of teams pulling down billlboards after early season trades or problems. However today’s digitial opportunities gives media and brand at least more flexibility than before. Even the LA Dodgers “Mannywood” issues could have been much more costly in years gone by if the team did not have the ability to adjust on the fly. Was it somewhat costly? Yes. But not to the extent of other years, where billboards, ads, and other pieces could not be swapped out digitally. Even media guides, once a massive spend to store and print, are now being updated and adjusted more on CD and online, saving time and money. Latest case in point on this issue are the brands that have spent and built toward the NBA Finals and a potential Kobe vs. LeBron mega-final. Jeremy Mullman in Ad Age on Friday had a good piece pointing out potential pratfalls for brands building who have built NBA campaigns and are not part of the the matchup, especially adidas and Gatorade, while Darren Rovell had a good piece earlier in the week about Vitamin Water and their ability to adjust by also having an underused Dwight Howard in their stable of athletes. Both give great insight into the gamble of aligning with one particular athlete or entertainer vs. overall partnerships. However both also show savvy brands that can now adjust in a digital environ and deliver impactful messaging around an event like the NBA Finals by delivering right to the consumer online and with social media, and even some guerilla branding if needed. Just a few years ago, none of that would have been possible and the brand damage could have been massive. Now the ability to adjust on the fly is both creative and a time saver and provides flexibility in messaging that few could have predicted. Picking the right spokespeople is always important…being able to adjust in times of crisis is even more important, and the media environ now provides that opportunity.

Vitamin Water Hits a Homer…Nets followup with the Chinese Marketplace.

July 15, 2008 by Joe Favorito · Leave a Comment 

PR Move of the Day: Often around mega-events like the All-Star Game, especially when the event is in a major market, brands struggle to find ways away from actual event sponsorship to make a dent and build brand equity.  Vitamin Water is traditionally one of the best in finding ways to cut through the clutter and deliver in unusual ways.  This week the brand went about a 1/2 mile south of the All-Star Fan Fest in Manhattan to set up “Homers In The Hudson” on the golf range at Chelsea Piers.  The contest put a huge Vitamin Water target in the Hudson River and then had a steady stream of celebrities and everyday fans coming by to hit a baseball off a tee and over the target for a chance at a million dollar prize.  The event, which was launched with radio and online activation campaigns, pulled in a host of celebrities, including VW endorsees David Wright and David Ortiz and got the brand some nice exposure via TV and stills.  Nice strategic plan with a great visual, which was another win for the progressive brand outside the norm. 

Dishin Digital…Nike’s ballgirl and ESPN 360

July 1, 2008 by Joe Favorito · Leave a Comment 

With the constant debate over the value of the digital content comes a few more glimmers of hope that there are ways to properly and effectively utilize both the viral and commercial space in sports.  First on the viral side, via YouTube, comes Nike’s latest amazing stunt video, this one showing a ball girl climbing the wall to make a catch at a baseball game.  Then on the more traditional side is Media Post’s  Dave Goetzel’s breakdown of the value of ESPN 360 to filter through a crowded sports landscape and provide those online with pieces of the events they want to see most, along with indepth coverage of events that the ardent fan would enjoy.  The ESPN 360 breakdown is not just an anlysis of what the feature now holds, it gives those interested a great view into the potential of what the platform can be.  The Nike spoofs, like those organic campaigns by Vitamin Water, are designed to entice the viewer through a series of the amazing, and leave some room for debate as to their reality.  They are also done clean, with little signage, leading the viewer even closer to thinking the pieces are authentic.  They are done purely for the buzz value, which Nike hopes will lead to a bigger payoff down the line.  Whether the videos of theses amazing feats will lead to larger sales or brand awareness is TBD…but they do generate buzz and word of mouth, two things key to Nike’s branding.  ESPN360’s potential is mush more tangible, since it will or will not lead to ad dollars and viewers.  However risky, both are examples of key brands finding ways to effectively use the space through the nontraditional. 

Building The Brand With Quality and Support…Nike, Roger Staubach and others

June 21, 2008 by Joe Favorito · Leave a Comment 

Often we look to PR and marketing campaigns to spin items or products that are so-so, as opposed to taking the time to build and invest in a brand, a product or even an athlete for the long term.  Many times that investment can become way too costly for the spender in terms of focus, man hours or dollars, and frankly, many times the easiest way is to put together the quick package and hope that the hook leads to more interest, which can then bring in more investment.  A couple of examples of making the positive investment for long-term building arose in the last few days, one with a brand and one with a former athlete.  The brand is Nike, and as reported in  Ad Week, the  investment is again being made to support the consumer with microsites, informational material and social networking, this time aimed at runners  (but previously aimed at footballers) with the goal being if you provide all the ancillary pieces, the consumer will become your biggest advocate  when sharing information with friends and making the decision to buy.  Now being the mega corporation that it is, Nike can afford to spend for the ancillary long term build.  But the point is they probably did not have to.  They are appealing to the hard core in hopes that they will build brand loyalty to Nike in all their purchases, and that is a very smart spend.  It is a spend and a vision which most brands may short change, whether they are a local appliance store  looking to enhance a minor league baseball  promotion or a n investment company looking to enhance a deal with  a sport like tennis or golf.  You cannot just spend the money and that support the consumer.  If you want  to grow long term, the investment in the social side is key by providing all the pieces the consumer needs to be familiar with your brand. They become the friend of the brand, not just the buyer.  On the athlete side, Darren Rovell took a good look at Hall of Famer Roger Staubach and how he built, and has now sold, his commercial real estate business not just on his name, but on the smart business decisions he made after his career.  Now would Roger Staubach have been a great “brand” just off his football success?  Yes. Did it help at the start to be Roger Staubach as opposed to Joe Bagadoughnuts?  Of course.  However did he build a business bigger than his name?  Absolutely.  Again…taking the time to invest in the brand with smart business decisions that had nothing to do with the core (in this case football fans) made all the difference in selling a real estate business.  The investment was made smartly in order to build the brand for the long term.  Two great decisions by world class names.

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