End of the Day, Live Events Make Sports, Brands, King…

November 5, 2009 by Joe Favorito · 1 Comment 

The debate has gone on for several years as to what the value of the live event is with regard to sports. In this age of instantaneous, multimedia applications with hundreds of applications, why do we need to watch anything live or be there in person for it? After all we can google, youtube or TiVo any event and watch it when we want to watch it, right? Yes that is true, and the options do present those challenges to event marketers, teams and brands.

An Athlete Gets A “Feel” For A Brand…

October 18, 2009 by Joe Favorito · 2 Comments 

On Sunday, Jets kicker Jay Feely entered the record book for consecutive field goals made as a Jet, breaking a record held by Pat Leahy for over 20 years. Feely’s success on the field has been tremendous, yet his feel for using his stature in athletics in a major market to develop a long term vision for success may be even more impressive. As documented in several media outlets this past week, including Greg Bishop’s feature in the New York Times, the Jets kicker has been able to find ways using both social and traditional media to build his brand, and give both casual and diehard fans a little more insight into what he is all about. The result is an athlete who has a presence now in media where he feels well adjusted, well read and well thought out, in both the sports and the political world, and he has been able to use that exposure to build out a potential second career, not just when his athletic days end, but in the offseason when he has more time to focus on the long term. Although some will say it may be easier for an athlete who happens to be a kicker to have more free time to delve into other things (probably an unfair assumption as the special teams performers of the NFL may have the most tenuous place on a roster most times), the truth of the matter is that Feely’s work in looking into leadership roles, both in sports and in society and social media, and then parlaying that interest into a vibrant career is both rare and admirable. One must keep in mind that Feely does not have the flash and dash of Twitter success stories like Shaquille O’Neal or Chad Ochocinco, and his posts may be a little more cerebral and outward looking than most athletes. On the political side, he is not the lightning rod for controversy, but his thoughts have gotten him placement with Sean Hannity on a regular basis on FOX, and could lead to a larger role in the future. Will it lead to big time endorsements, even in the media capital of the world? No. However Feely’s work is a great example of an athlete understanding the limits of time in the limelight and using that time to effectively build his brand, whether that brand is in the media or in business. The fact that he has been able to embrace and understand the value of a social media platform as a communication device for thoughts makes it all the more impressive, and can give his career a kickstart for the longterm, even as he continues to kick for the green and white.

Can Sports Mimic Entertainment and “Say Now”?

September 15, 2009 by Joe Favorito · Leave a Comment 

Sometimes the best of marketing activation plays are the simplest. Even with all levels of social media in use, the sound of the spoken voice sometimes is the most effective, and sometimes most underutilized method of communication today, and remains a way for elite entertainers and athletes to reach very personally with their fan base. After all, anyone can Twitter or set up a Facebook account, or even write correspondence, but who can mimic the spoken word? It shows that the star is committed to his fan base by literally speaking to him or her. Ironically the use of reverse 911 technology has been the impetus for outgoing voice calls for years, and it has effectively been used in mass campaigns for politicians and for season ticketing calls and reminder by teams. But now the advance of that technology has created a much more personal opportunity, one which the mucic industry has been the first to seize. Monday’s New York Times profiled the work of Say Now, a Silicon Valley company which has literally engaged thousands of the top music stars to communicate one to one with their ever growing and very passionate fan bases. The technology enables fans to even get select live calls from pop stars, and gives the stars the ability to do mass open calls for those who choose to call in as well as answer questions asked directly to them, in their own voice. On the marketing side, record companies can also use the signup list to send voice messages about special offers and promotions, all of which have an audio opt in, and now movie companies are using the technology to get viral posts on call to action items built into their street campaigns. All very effective. So why not sports for “Say Now”? The company has tried sports in the past, with limited effectiveness. One reason is the constant time drag athletes have, as well as the limited amount of information that can be put forth that would remain interesting to fans. Movies and music have a build up to an event or a launch, sports is much more constant repetition. Also the Say Now brand is built both around star quality and individual marketing, something which team sports may have a hard time allocating, and something which individual agents may have trouble delivering dollars for. Now there have been some interesting uses of the technology as a ticket call to action, especially in the college space. Schools like Arizona State and Boston College have built immersive online programs that end with a call to action from a coach, but there is not a followup for constant, intimate contact in play after the first round of calls. That could come some day soon, and the Say Now idea would be very effective to build campaigns like an All-Star vote or a Heisman play. Who can make the Say Now jump from entertainment to sports as part of a digital and social media play? The athlete who can engage year-round, has relevant thoughts on and off the floor, and is committed to build brand. It won’t be an easy find, but it can be a very lucrative one for the right brand.

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.

Digging To Find The Spin…Some Good Examples From the Week…

February 14, 2009 by Joe Favorito · Leave a Comment 

As MLB works through the messaging of Alex Rodriguez and Miguel Tejada, there were a number of solid examples of brands and their staffs finding great opportunities for spin, especially on the human interest side. From NASCAR, which gets going with Daytona this weekend, to hoops and tennis, finding the story and then executing through the media really came through with these efforts, let’s take a look.
1- The Great Local Success Story: Let’s give some credit to NASCAR, where the Birmingham News this week told the tale of 15 year old Darrell Wallace Jr. signing with Joe Gibbs racing. Nice local placement of an athlete (the kid is a Mobile native) that seeds the future as NASCAR looks for new faces, all wrapped up in the appropriate place on one of racing’s most anticipated weeks.
2- Valentine’s Day With Anna: Tennis is the game of love, so those at the Champions Cup rolled the dice and brought in Anna Kournikova for a special February 14 Exo. during their regular Boston stop. The promotion got the senir tour a little extra ink, an added extra face, a little more buzz and will sell some additional seats for a sport which normally doesn’t do that well selling tickets for indorr events. Nice play by the promoters and good pitch with the date.
3- The Lovable Loser: We have often documented how the Harlem Globetrotters take the “road show” to new levels with promotion and will again this weekend as part of the NBA All-Star festivities in Phoenix, but the story of the leader on the other side, Washington Generals coach Red Klotz, featured in the New York Times, is a classic pitch of the story behind the story, made even better but the access granted to the writer. Great way to frame a story away from the point of attraction, and give the casual fan more reason to purchase.
4- Babe Lincoln: One of the keys in turning up the story is to listen to all those around and have them tell their stories. Sometimes the gems that surface are even better than the original idea. Take the New Jersey Nets, who were able to uncover the fact that one of their dancers is a distant relative of Abe Lincoln. While some may say it’s luck that New Jersey uncovered the fact, which not only ties with President’s Day and Honest Abe’s Bicentennial, but got New Jersey great coverage on days when they aren’t even playing, but it is good old fashioned pitching that landed the story and is a great example of what happens when you ask unique questions to staff. Rest assured there are other distant relatives of the famous working for teams and brands, but the Nets took the time to think ahead and then go searching, and uncovered a great item to grow the brand, again.

Gettin Figge With It…Spinning A Great Story…

February 9, 2009 by Joe Favorito · Leave a Comment 

As last week began with Michael Phelps and ended with Alex Rodriguez, a great human interest story played out in the waters off Trinidad, and some smart spinning and careful wording turned this niche story into some solid worldwide press. The story was about 56 year old Jennifer Figge and her goal to swim across the Atlantic. Figge’s story was aptly captured and told around the world, as befitting a great athletic accomplishment. However what made the story from a branding and media standpoint was the way it was crafted and then played out with Figge’s media team. With AP there in both print and video from the start, the play got worldwide attention and the proper spin. Then as Figge made her voyage complete, the piece didn’t just end with a Hurculean feat. There were never talks of “World Records” or records of any kind, because in fact swimming the entire Atlantic may actually be impossible, as pointed out in the Guardian. However what was highlighted and pushed was the story and the endurance, and the fact it was a “first” for a solo swim. So by spinning correctly and highlighting the core of the story…no hyperbole…not overblown…the endurance story told itself accruately. Even when the “shortcomings” were brought to play, the Figge team explained carefully the feat, which in no way was diminished. Great example of finding the right mass connection, carefully playing the story with the facts, and then capitalizing on the moment of triumph.

O’s Give Fans 50,000 Reasons To Have Pride

August 20, 2008 by Joe Favorito · Leave a Comment 

Oriole Park at Camden Yards has been a baseball showplace and a landmark stadium for a baseball revival in the U.S.  However in recent years the problems putting a competitive team on the field has seen attendance drop.  Despite the on field issues, the emergence of the Nationals into the greater marketplace and the apathy by fans during parts of the Angelos Era, the Orioles have continued to find ways to remain part of the community and give their fans added value.  The latest example was this week, when the O’s honored their 50 millionth fan with $50,000 as part of a week long celebration of support.    The 50 mil was significant because it marked the fastest ever for a stadia to reach 50 million fans, although 50 million took some great spinning and opportunism by the O’s to create a fairly innocuous number into an event.  100 million?, 10 million?  All are naturals.  But 50 million is a nice round number in a so-so season that got the Orioles some extra coverage and give-back to their loyal fans.  Nice job.

Creativity Points: Shaq’s Horsin’ Around With Vitamin Water, Fresno Griz’s With Mylie Cyrus

April 29, 2008 by Joe Favorito · Leave a Comment 

PR MOVE OF THE DAY: We are always in awe of the ability of minor league teams to react and activate with some fun promotions, usually much quicker than their major league counterparts. Another example arose last night, as we got an email from the AAA Fresno Grizzlies, who announced that this Wednesday night will be Hannah Montana “Ride Your Kids Coattails” Night. In addition to the pop star makeovers and music, any parent who brings an award their child had won to the ballpark will get an additional discount on tickets, in honor of the job former pop star Billy Ray Cyrus has done riding the stardom of his daughter. It is perfect timing, not too edgy, and hopefully gives the Grizzlies some exposure and sales. Very well done.