PR Move of the Day:Glaceau's Vitamin Water brand is known for their high level athletes (David Ortiz, David Wright etc.) and the organic campaigns they run to try and have their product generically placed in the regular coverage of their athletes.Super Bowl, when the Bears’ Brian Urlacher wore a Vitamin Water baseball cap during media availablity and created a firestorm since the brand was not a Super Bowl partner.Chris Bosh, Steve Nash, and Rudy Gay, bu.a behind the scenes dunk prep video with the Magic's Dwight Howar.poste.on YouTube and a bunch of other sites, take. product integration into the athlete video to another level.?In the video, Howard goes through his prep for the dunk contest wearing a Vitamin Water tee and drinking product without any direct brand endorsement. It looks totally natural, extremely viral, and shows the value of the product to the athlete without saying a word. Great example of brand integration that is nowhere near over the top. Another great example of cutting edge video for an NBA star.
Some other quick hits today…nice piece in the Boston Globe on the Red Sox opening up the visiting batting cage when the team is on the road to increase ballpark use on off days.Red Sox.more than any other team, have found ways to generate interest (and revenue) away from the team with perhaps the most confined stadium area of any major league team. Good suggestion for other teams to increase a “fan experience” (with the right insurance of course)…and as we head toward All-Star Weekend in New Orleans, another nice unconventional brand play by the NBA, bringing in Pepperidge Farm's Gold Fish brand as part of a new FIT campaign to enhance healthy lifestyles for kids (profiled in Media Post..
