PR Move of the Day. To hit on timing, use a star to address a big social problem and incorporate a prominent sponsor with a solid online activation program is not an easy thing to do, especially in an offseason. However the Cleveland Cavaliers, LeBron James and State Farm achieved all of that, while riding a solid wave of NBA popularity, and going into the Olympic season, by launching “The 50 Million Pound Challenge” on Wednesday in Cleveland.uses a marketable star in James (actually two when you add in VH 1's Dr. Ian Smith) as the lead motivator for people, especially kids, to address obesity in a community that is known for weight issues and taps a. online platform to monitor and track the issue, with a key insurance provider as th. sponsor. Even the timing (which would have been between games six and seven of the NBA Finals, but still ended up being a great placement riding Tuesday's Celtics win) could not have been that much better, and with an Olympian in James leading the way the program is sure to be a hit. Well planned, well delivered, with obvious tangible results and success stories to follow.
Some other good reads…NBC also landed a great piece of behind the scenes timing that they controlled this weekend (an added layer of positive play off the record US Open) by giving Michael Bamberger unfettered access behind the scenes for their broadcast for si.com and golf.com.The piece is able to tell the stories of the relationships between announcers and shows how the drama of the golf broadcast is brought to life by some of the best TV folks in the business. Great access led to great results….the elasticity of sports continues to play out on the marketing side, this time in cycling, where a sport left for dead in the doping scandals of recent years picked up yet another team sponsor, this time Garmin…the explanation given by officials and reported in Wednesday's New York Times again shows how proper positioning and messaging even in some of the most dire circumstances, can still lead for brands to make an investment.
