PR Move of the Day:long form literary pieces on ESPN.com, the magazine show E:60 and last week's announcement that ESPNU will begin taking video from college students on select campuses, as reported by Mike Hiestand in USA Today. This, along with another piece in Southern Illinois last week that showed how ESPN gave students some great hands on experience during a Division 1-AA football game , shows that the cream of sports broadcasting is reaching into the young audience to both stir u.compelling vide.and tell stories that will drive younger viewers to both ESPN.com and the on-air channels. The incoming video has shown it can bear fruit with some great stories and talent in the past. Almost 20 years ago, when I was at SportsChannel (the precursor to the Fox Regionals of today) we ran a “College Announcer Contest” with the payoff being the opportunity to do a half inning of a Yankees game with Bobby Murcer.finalists included then NYU student (now Rangers and Fox broadcaster) Kenny Albert, and then Fordham student (now Nets play by play guy) Chris Carino among others. The winner was a young man named Doug Sherman, who has gone on to broadcast in Albany and does MAAC games on television. In this day and age, we are sure that the quality and diversity of video, not to mention the branding opportunities for ESPNU, will be very strong, and will give them a leg up on groups like CSTV and others…great move.?
The Holiday Spirit:how to effectively incorporate the deep pockets of spirits companies into their plan, especially this time of year. Spirits, especially hard liquor, have a very tough time clearing air time. One very unique plan was hatched by Johnnie Walker last week, with golfer Jim Furyk.CNBC's “Squawk Box,” Furyk will team with the brand to for.a donation and awareness program, starting with a co-shared $25,000, to Recording Artists, Actors and Athlete.Against Drunk Driving, that will promote safe driving around the holidays and into 2008. The program will be based in 2008 on the percentage of solid drives Furyk has on the PGA Tour, which could donate more than $1 Million to RAAAADD. A great way for Johnny Walker to work with one of the solid people in all of sports to promote safety, while raising awarness o.their brand to a perfect demo for them.?
