It started with mic’ed up athletes and coaches, evolved to Helmet cam and driver cam and on and on until we get Tweets from Charlie Villanueva and others in the lockerroom all in the name of trying to give fans unprecedented access to the athlete in a time when the media are getting less and less access on a daily basis. So the ways brands have to look and think about what is still available and what is next remains a growing challenge for a demanding public, demanding brands and a shrinking traditional media field. The folks at Sprint, through their NASCAR Partnership, have come up with yet another piece of an insiders look, and found the perfect way to use their distribution methods to their subscribers to provide it. Sprint was given access to the non public driver/crew meetings before NASCAR races, and then gets that audio out to its subscribers via download. It is a simple, and very unique peek inside a sport that is all about accessability, and really gives an element of exclusivity to Sprint subscribers. Without a video component, the “fly on the wall” feel to the clear stream audio makes it feel even more inside and less contrived, and probably keeps those being recorded from being more guarded. Great access, great way to find another little “extra” by the NASCAR folks and one of their elite brands, and great example of a brand digging deep to find yet another element of access than is very intimate without being overly intrusive. Just please no NASCAR shower cam post race.
Some other good reads…AD Age had a great piece this week reminding people of the value of PR and why it is important…USA Today fantasy baseball expert Ron Shandler had a good look at what and how injuries are impacting baseball's fantasy play…Darren Rovell on CNBC had a nice piece on the growth of sports movie firms…and Octagon's First Call Celebrity Consulting blog had a good piece on the Dancing With The Stars marketing stars, led by Olympian Shawn Johnson.
