When Is A Twit Legit?

May 21, 2009 by Joe Favorito · Leave a Comment 

While the pressure to find new ways to get bigger ROI and link athletes closer to fans spending their discretionary dollar grows, the legitimacy or original reasons for using social networking as a valuable tool becomes more clouded in many ways. Shaquille O’Neal’s Twitter success, with the help of Charlotte-based Sports Media Challenge, broke the ice and showed athletes and brands how that medium could work as a successful connection tool. However Shaq the brand and the personality is different than virtually anyone else (his trip to sports broadcasting boot camp this week is the latest example of how he sets himself not just apart, but as a leader in trying to redefine who he will be in the future) Just because Shaq “gets it” and can be a smart investment for partners, doesn’t mean that every athlete, no matter how much perceived value they have, can be like Shaq or that any athlete will be able to embrace new media and use it personally and effectively for all. Take Danica Patrick for example. A week ago Patrick told CNBC’s Darren Rovell she was not a person to use Twitter to communicate with fans, and then this week it is announced one of her sponsors is “urging” her to use Twitter as part of their deal. Now again she is being guided by the folks at Sports Media Challenge, but will a sponsor-induced twitter feed have any value to fans if they think it is not legit or sincere? And will it become an issue like the one that has arisen for the University of Tennessee, where head football coach Lane Kiffin had to self report a violation because an assistant, under Kiffin’s twitter and facebook pages, posted info that was a minor violation about a recruit. Now that people know it is not really Kiffin posting will they follow it? Will they care? And what does that do to the idea of access to the “real” athlete, coach or entertainer? Do brands worry about legitimacy of posts if they do decide to partner with someone who is using a third party to pump out thoughts that are not really those of the celebrity? Do the celebrities care? Also will the incorporation of sponsors remove the “cool factor,” or will it enhance the value of what is being sent? Now Danica Patrick, despite the fact that she has yet to win a race, remains a very savvy marketing machine. However could there come a time where a post goes up from “Danica” and her sponsor that is contrary to what she says in a press conference or to a fan? Then the sincerity of “Danica” on Twitter goes out the window, and the damage control, not just for her brand and her fans, but with anyone effectively using these social media platforms goes out the window. For those who are savvy enough to communicate with fans and brands…O’Neal, Pete Carroll etc…kudos. To those who are being forced to create contrived “opportunities” beware. The great thing about social media platforms is the direct access that is casual and is sometimes both insightful and a very unique look inside those who are followed by the masses. Once it all becomes “access in a can” the casual fan and the diehard will be both annoyed…brands beware of backlash…and will be off looking for the next way to be an insider, and all those dollars and effort will be lost. Twitter and other platforms are great for some, they are neither “required” or useful for all.

The Classic PR Stunt: Will Farrell and The Trojans…

October 31, 2008 by Joe Favorito · Leave a Comment 

So often the 24/7 sports world we live in leaves little to the imagination, and many times those looking to spin and create new ideas get caught up in the news cycle and the creativity gets lost.  Hence the lack of effective Heisman campaigns or awards promotions for athletes in most sports.  However sometimes the worlds of sport and entertainment collide for a great stunt, such as the one pulled off with USC football coach Pete Carroll and comedian Will Farrell this week.  Yahoo Sports has a great look inside the stunt, which had many of the Trojans on the field at the time totally fooled, and took someone with a sense of timing, and a coach as open-minded as Carroll, to pull off. It was a great example of a brand using a key motivator in its universe (Farrell being a Trojan fan) to come up with an event that attracted great media attention, tied the brand to a larger audience outside of sports and gave those casual fans a look inside a football dynasty that they normally wouldn’t get.  Great points for USC, great example to set for other programs.

The New Superstars Competition…Kobe vs. Joey Gathright Jumping Over Cars?

April 21, 2008 by Joe Favorito · Leave a Comment 

As both the Lakers make their playoff run and the Royals continue their surprising start, we take a look at the glories of YouTube past and present to see the potential for a new kind of one on one competition, ala ABC’s legendary series “The Superstars.” (although it may be just a virtual one but one that could afford some unique branding oppts).  It is car jumping, as we have seen recently with the Lakers star Kobe Bryant  ”jumping” over a speeding car online last week. While the authentic YouTube stunt of Royals outfielder Joey Gathright  has been documented since 2002, when the athletic outfielder became one of the first internet legends by jumping over a stationary car, Bryant’s stunt, real or virtual obviously drew more attention.  So the next level of “challenge” occurred Friday on ESPN, with Gathright challenging Bryant to an offseason car jump.  Nice move by the young outfielder looking to make his own stake, a smart move to issue the challenge whether it plays out or not…hopefully there will be a Bryant response and some trash talk after the Lakers season ends that could play out in a nice branding opportunity as well as some new media hijinx in the summer, so long as no one actually tries the competition this time.