As we reach Selection Sunday and heading to daylight savings, some thoughts on a few innovative ideas that have come about…
New York Life Goes OT: A few years ago the Foxwoods Casino and Resort came up with an innovative takeover of Knicks games, sponsoring the last five minutes of the fourth quarter with extra signage, promotions, giveaways etc. It was a smart, unowned territory which ironically has not really been copied or even expanded with a social media component yet. So along those lines kudos to New York Life, who, with their partner IMG, grabbed the overtime sponsorship of The Big East Tournament wall to wall. Now of course its a risk (someone should still grab rain delays in baseball and NASCAR and golf as well) but the risk turned to reward with three games heading to an extra session, and cameras and fans laser focused on the drama as it unfolded. Great way to get into a major event that works only if something unique, like an OT, happens.
Great Idea, Wrong Day: Friday was National Meatball Day, as fun a promo for brands that sell the product as there can be. Few people don’t like meatballs and everyone knows what they are, whether you are fans of Swedish or traditional Italian. Only one problem, the promoters picked a Friday in Lent, when Catholics, and some other Christian faiths, abstain from eating meat. While some who don’t observer may think it is nitpicky, it alienated a portion of those who could celebrate, which, if you are trying to drum up niche support, isn’t smart. Move to another day next time guys, support may be even bigger.
Soccer Kicks Off: This weekend MLS begins its regular season with much hype, goodwill, positive energy and a new TV deal across the board with NBC Sports. A new franchise in Montreal will look to broaden the appeal of the league and replicate the startup success in places like Portland, Philly, Vancouver and Seattle, while Sporting Kansas City’s state of the art stadium with all its tech innovations will continue to be the model for which other stadia will look to. However the deal with NBC could be crucial for the league as it grows beyond its current fan base. Like the NHL, MLS took a bit of a risk going with NBC over its former partners, but now with the rebranded VERSUS, the Olympics and the cross-marketing oppts. NBC offers its partners, the exposure and upside for brand MLS could be maximized much more. MLS also has the chance to be more of a center stage priority on NBC, who does not have the NBA and MLB this spring, a time when MLS got lost in the mix sometimes with ESPN. It will be interesting to watch as MLS puts another pedal to the floor and looks to keep all the positive going in a crowded marketplace. A worthwhile and fun brand hoping to take its next big step.
