Some of the biggest and best activations in sports, locally, regionally and nationally, come from fast food chains. Whether it is McDonald's Olympic Partnerships, Free Chili for when the Dallas Mavs hit 100 points or Burger King activating in the high school market, the reach to consumer through sports by the burger and taco joints has always been successful and effective. Now chain Carl's Jr. has taken the relationship a step further, partnering with skateboarder and TV personality Rob Dyrdek for a series of viral video's an in-store commemorative cup and even extending into a sponsored safe skateboarding campaign in Southern California. Media Post had a good look at the overall campaign, which connects the chain solidly with a star not known amongst many casual sports fans, but one who is sure to resonate with young males who love skateboarding. Now can this deal move product and drive awareness for the chain and even raise Dyrdek's position well above those whose only knowledge of skateboarding is the well marketed Tony Haw. To be seen. One thing is for sure, Carl's Jr. took a low risk to brand with a potential rising star in a cost efficient way that will have his demo thinking more about the chain when choosing which burger to grab in SoCal, and if successful it could open the door for cost-efficient and innovative multimedia campaigns for those athletes in the space, as opposed to a higher priced mainstream athlete. The social responsibility of the safety campaign is also a smart addition to the messaging, which can make skateboarding easier to swallow for those who worry of the edgy side. Smart roll of the wheel for Carls Jr.
Some other good reads…The New York Times has a good look at the University of Maine at Presque Isle baseball team as it begins its 37 game road trip…the LA Times Bill Dwyre sits down with former LA Dodger owner Peter O’Malley…Yahoo's Adrian Wojnarowski has a look at Stephon Marbury's new responsibility as he heads to Boston…and the LA Daily News’ Tom Hoffrath concludes his series on the best and worst of LA media, singing the praises of young play by play guy Jeff Laskey of the Lancaster (Cal.) Jet Hawks.
