Promoting Bubblewrap, the airfilled plastic that protects millions of items each year, is certainly not an easy task. It is kind of like finding a way for the media to do a positive story about brown paper bags or toilet paper…everyone uses them, they serve their function, but there is usually nothing newsworthy about them. However the folks at the Saddle Brook, New Jersey company went the old fashioned way this week to get some ink…with a very timely PR stunt. What did they d. They jumped on the Sports Illustrated jinx, took an off day for the Yankees and seized the opportunity of the team's trip to Boston this weekend to come up with a way to get some ink.
The company sent a custom-designed package of the product to Derek Jeter at Fenway Park, with a note that they wanted to provide the Yankee captain with some extra protection since two of his longtime teammates and SI cover partners…Andy Petitte and Jorge Posada, had come down with injuries since the trio (and Mariano Rivera) appeared on the magazine's cover last week. The wrap package has Jeter's number and name emblazoned on it, and came complete with a note explaining the value of the company, their loyalty to the Yankees and the reason why it was being sent, all tied together very professionally. Now the ultimate poece should have been a lifesized cutout of Jeter wrapped in Bubblewrap and sent to the media as well, but sometimes timing doesn’t dictate such elaboratness. This stunt was timely, fun and very much a well thought-out throwback, which hopefully gets Bubblewrap its due (Mark Feinsand blogged it in the Daily News. and maybe can lead to other stunts where protection is needed (their “neighbor” Mark Sanchez mayb.).
Maybe the picture makes it into a Fox or ESPN broadcast this weekend, or it gets talked about somewhere in the clubhouse. Regardless of whether the captain even opens it, a very nice job by a pretty innocuous product.
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