With the constant debate over the value of the digital content comes a few more glimmers of hope that there are ways to properly and effectively utilize both the viral and commercia.space in sports. First on the viral side, via YouTube, comes Nike's latest amazing stunt video, this one showing a ball girl climbing the wall to make a catch at a baseball game.Media Post's.Dave Goetzel's breakdown of the value of ESPN 360 to filter through a crowded sports landscape and provide those online with pieces of the events they want to see most, along with indepth coverage of events that the ardent fan would enjoy. The ESPN 360 breakdown is not just an anlysis of what the feature now holds, it gives those interested a great view into the potential of what the platform can be. The Nike spoofs, like those organic campaigns by Vitamin Water, are designed to entice the viewer through a series of the amazing, and leave some room for debate as to their reality.but they do generate buzz and word of mouth, two things key to Nike's branding. ESPN360's potential is mush more tangible, since it will or will not lead to ad dollars and viewers. However risky, both are examples of key brands finding ways to effectively use the space through the nontraditional.
Some other good reads…the LA Times has a great piece today on the effect Magic Johnson has had on the community after his playing days are over, a great read into a Hall of Fame business man in addition to an athlete and social crusader…the New York Knicks have done a good job of presenting top pick Danilo Gallinari in a positive light, geting him to Shea Stadium and other places to have the media and fans see and hear him, and even got a positive and insightful column from the New York Post's Peter Vecsey…USA Basketball did a solid job of unveiling the Olympic hoops team with a trip to New York, packaging in some solid business messages and media appearances by the team, again proving that the best way to tell the message is to take it right to the media…and the Toronto Star has a good profile of Blue Jays president Paul Godfrey.
