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.
With Derby Week now upon us, we wanted to revisit the efforts of the creative folks at Vitamin Water for the great viral campaign using Shaquille O’Neal to drive product awareness and do a little spoof on the Sport of Kings. As in past campaigns, the use of product is very organic, and pieces (seen and downloaded on YouTube) are fun, easy to “get” and extremely promotable. The only problem is the plight of O’Neal's Phoenix Suns, which if they were able to move on in the NBA Playoffs, would probably get the pieces more media and more eyeballs. Still, great campaign, great exposure for the brand at a key time.
Some other good reads…today's New York Times has a great piece on the Rangers Chris Drury and his teammates from the Trumbull Little League World Series championship team…its a great look back not just into the star athlete that Drury has become, but into the lives of those who didn’t make it big after their historic win over Taiwan…Sunday's New York Daily News had another solid interview piece by Wayne Coffey with USA Baseball Manager Davey Johnson...for those looking for summer reads, check out the Wall Street Journal review on Carlo DeVito's work “Yogi“…lots of never before known facts on one of the more shrewd businessman/athletes of his time…Media Post had a solid activation story with the Hispanic community with Cerveza Tecate and their increased presence with the boxing market leading into this Saturday's De la Hoya HBO fight on Cinco de Mayo…good stuff on national activation built around a major fight with one of the Hispanic community's biggest personalities…
