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Archive for November, 2008

What connects General Motors, the FedEx Cup and the Kodak Challenge?

If you get the product right, everything else follows.

So General Motors has inevitably parted company with Tiger Woods. Some commentators have claimed that this somehow proves that endorsements of this type don’t work. Nonsense. In Tiger’s case, Nike and Accenture in particular disprove the point. Tiger may be a miracle-worker, but not even he could have saved GM from its current predicament. The problem isn’t Tiger, it’s GM.

Also this week, the PGA Tour announced the FeEx Cup’s third format overhaul in as many years. As I wrote back in September, in this case, the problem is also the product - the Cup format. Only time will tell if, this time, the PGA has got the product right.

Which brings me to the latest example of NPD on the PGA Tour, the Kodak Challenge. Like both the FedEx Cup and the Red Bull Final 5, it’s a competition-within-a-competition, its USP being to link great holes on different courses, with $1m going to the player who posts the lowest score on the Kodak Challenge Holes over the season.

Again, only time will tell if Kodak has got the product right - on which point I suspect they’ve missed a trick by not adding a cause-related overlay to counter-balance the $1m prize  - but there’s a lot to like here, in particular the integration of Kodak’s ‘Kodak Moments’ heritage; the opportunity to leverage the wonderful imagery that great golf courses provide; and the season-long campaign platform. What I most like is that, as the Kodak blog reveals, Kodak planned their activation upfront - one of the keys to successful sponsorship.

By Tim Crow on November 28th, 2008

Tags: Branded content, Default, Experiential marketing, Golf, New Product Development, PGA Tour, Public relations, Sales promotion, Sponsorship, Tiger Woods

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Synergy comment on Hamilton’s rise to superstardom

Click here to read the full article

By Ben Wilkinson on November 24th, 2008

Tags: Press Clipping

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Another award for Guinness and Synergy

Congratulations to the Guinness team who picked up their fourth award last night for the title sponsorship of rugby’s Guinness Premiership. The sponsorship, managed on behalf of Guinness by Synergy, won the Rugby Business Award for Rugby Sponsor of the Year (over $500k). 

The judges particularly commended the ground breaking work on the Guinness Club Together campaign across 2007/8. Synergy manages all aspects of the sponsorship from strategic consulting to experiential events and PR.

 

By Dominic on November 18th, 2008

Tags: Experiential marketing, Guinness, Guinness Premiership, Public relations, Rugby, Sponsorship, Sponsorship consultancy, Synergy

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The Barbie Experience

The Barbie Store has opened in Buenos Aires. It is an immersive experience where girls can shop for clothes, have their nails and hair done, peruse the latest dolls and buy Barbie accessories such as wristwatches, two-way radios and play laptops. And, of course, there are doll, dolls and more dolls.

Entry is free, although admission to the Casa de Barbie, the fantasy-land, is about $10. A manicure runs about $6, hair braiding costs as much as $20, and an elaborate “Barbie Full Style” hairdo can set Mum back $38. And, I have no doubt that every little girls leaves with a doll with the latest outfits as well. What a great concept - sell the dolls and the Barbie experiences as well – what a money spinner!

This concept is Mattel’s first experiment with experiential marketing and unsurprisingly it has been such a success that ‘Barbiedom’ may be replicated globally. But is doesn’t stop there……….

Next year Barbie turns 50 so will it be time for Barbie to slow down and start wearing comfortable shoes? Absolutely not. Mattel Inc. plans to market Barbie as a fashion brand. Mattel Inc. is sponsoring New York’s Mercedes Benz Fashion Week and is also the first toy company to agree a three-year partnership with the Council of Fashion Designers of America. Designers will be creating life sized outfits that reflect the ‘world of Barbie’ for a catwalk show at February’s New York fashion week. “For many young girls, [Barbie is] their first association with fashion and dressing up and changing clothes,” Fern Mallis, London Fashion Week New York. 

So Barbie goes high fashion. It is also rumoured that Mattel want to launch ‘Plastic Smooth’ a make-up line with skin care treatments. The new Barbie fashion collection will go on sale internationally with ‘The House of Barbie’ flagship store planned for Shanghai. Here girls and women will be encouraged, say Mattel to, ‘nibble on truffles, smear on pink-tinted mud masks and shop for clothes for themselves and their dolls’.

 Clearly, for Barbie, life begins at 50.

 

 

By Lisa Woodward on November 17th, 2008

Tags: Experiential marketing, New Product Development, Sponsorship

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Society of Editors conference: the lighter side

The Society of Editors conference is producing many interesting talking points on the future of the media but in addition to some of the more heavyweight issues being discussed there will always be journalists looking for the next scoop.  The Guardian’s Media Monkey is a good source for the latest gossip and today’s news is that Trinity Mirror’s Chief Executive Sly Bailey was driven the “20 yards” or so from the Society of Editors’ dinner back to her hotel causing Media Monkey to question her commitment to the Trinity Mirror green policy.  They’ve even helpfully plotted the route on a map:

Admittedly this won’t be a major talking point of the conference but it is proof at least that the media’s appetite for a story is as strong as ever!

By Alex Coulson on November 11th, 2008

Tags: Media

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Content is King

At the Society of Editors current conference the hot topic is the integration of newsrooms. Nothing new there of course but in the words of Peter Picton, The Sun Online editor “We’re entering the second great reality check in online media, what does it all mean?”.

 

Analyse the thoughts of newspaper editors (that have occasionally had a reputation for cynicism around the ‘integration’ word) on what it means and we have the perfect roadmap for the Communications and PR executives trying to maximise our clients’ exposure.

 

The Guardian’s editor, Alan Rusbridger outlined his paper’s plans for a newly built newsroom organised into ‘pods’ based around content areas not publications.

 

At a regional level, it’s happening even faster. The Nottingham Evening Post has re-trained its newsroom which now outputs seven niche sites, 20 hyper local and one main newspaper website as well as putting out a daily paper – all this without one member of staff dedicated purely to one medium.

 

The underlying implication of the conference for sponsorship PROs is clear. Those at the highest levels of newspapers have now recognised that it is content not platform that is king and it is this content we are fortunate to have in spades. Don’t pigeonhole yourself around the type of media you’re targeting, rather the opportunities now lie in working your content through all parts of the system – your story must become a ‘content factory’ not just one hit.

 

Why will the media love you for this? Simple - last word to Rusbridger – “there is a lot of advertising waiting for [video] content…We just can’t generate it fast enough at the moment.”  

By Dominic on November 10th, 2008

Tags: Branded content, Media, Public relations, Sponsorship

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If only we could clone Dave Brailsford

Listening to the unassuming Dave Brailsford, the man in charge of British Cycling, at this week’s FT Sport Industry Summit, was electrifying.

No wonder the cyclists won so many medals in Beijing.

He told his story quietly but with such underlying passion and determination that the effect was mesmerising.

It underlined the vital role played by excellent coaches and back-up teams and how badly our athletes need them if they are to continue to succeed at the elite level in general and the Olympics in particular.

I think it was the word ‘determination’ that came across so emphatically.  He and his team were utterly determined to succeed and the strategy they embraced to achieve that goal was cold, ruthless and deadly.  If you didn’t make the grade you were out.  No hard feelings, no bitterness; that was the deal.

We need more Dave Brailsfords in all walks of life.  But, in the meantime, let’s just hope we can replicate him in all the other Olympic and Paralympic sports because that certainly would lead to more success at London 2012.

By Karen Earl on November 7th, 2008

Tags: Beijing 2008, Cycling, London 2012, Olympics, Team GB

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Should there be just one UK sports body?

At the FT Sport Industry Summit on Tuesday a very interesting topic was raised but never fully explored.

Roger Draper, Chief Executive at the Lawn Tennis Association and famous for his hunger for change, said that when he left Sport England he had presented a document to Government which recommended that the UK should have just one sports body – instead of the proliferation of bodies which now exist.

A number of us in the industry have always been baffled as to why so many different bodies exist within sport in the UK but, with the realisation that turkeys don’t vote for Christmas, we have long accepted that the current scenario is unlikely to change.

However, and slightly ironically, it may be that a change is just over the horizon.  I say ironically because it is the very fact that Team GB was so successful in Beijing that sport really is now at the top of the Government agenda.  There is a genuine belief that sport is good for the country, for morale and health reasons and more, and ministers are keen to associate themselves with success.  Let’s face it, there’s pretty little else in the way of success to which they can nail their colours at the moment.

So, we might be witness in the next four to five years to a move to streamline the administration of sport in this country.  It’ll probably take that long for Government to address the issues and there will be a feeling that there is so much else to do prior to London 2012 that rocking the boat now would be detrimental.

But, picture the scene after 2012 and after (we hope) more medal success for Team GB.  We could find ourselves with one UK Sports Association (or other appropriate title) responsible for all things ‘sport’ across the UK – and that includes Scotland, Ireland and Wales.  Governing bodies through to local clubs would know where to apply for financial and all other assistance instead of the myriad of different institutions currently in existence.  The system would be straightforward, which it’s not now.

Roger Draper said his report had identified £80 million of administrative savings if the plan was embraced.  Imagine what sport could do with that sort of money – from medals at the top to community sport at the grassroots.

You never know, one of the political parties might put the notion in their manifesto for the next general election – it could make them very popular.

By Karen Earl on November 7th, 2008

Tags: DCMS, London 2012, Olympics, Team GB, community, grass roots sport

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Lewis Hamilton: beyond the money

Bravo Lewis Hamilton, cue media frenzy - with, as ever on these occasions, a predictable focus on Hamilton’s future earning power. Thus we find Max Clifford in the Telegraph (not an everyday occurrence in itself) predicting that Hamilton will be ‘bigger than Beckham’ and this, my personal favourite to date, from the Mirror:

He is already on a £75million five year contract with McLaren and has a £10million three year sponsorship deal with Reebok. But extra sponsorship deals could see him on £1billion next year.

Now that would be bucking the credit crunch.

There is, of course, much more interesting territory to be explored here. For example, how will the nascent ‘Brand Hamilton’ be evolved?  To what extent does Hamilton’s appeal extend beyond F1? And what effect is Hamilton having on the F1 brand and audience?

In the UK at least, we already know some of the answers. Yesterday’s Grand Prix drew an average audience on ITV of 8.8m, way ahead of the channel’s slot average for the year so far of 2.6m, with a massive peak audience of 12.5m watching at 18:45 as the race went down to the wire.

Ironically, it was thus easily the most watched race since ITV started broadcasting F1 in 1997 – the irony being that coverage reverts to BBC in 2009, ITV having opted out of F1 earlier this year in order to retain its UEFA Champions League rights.

By Tim Crow on November 3rd, 2008

Tags: BBC, Formula 1, Media, Sponsorship, Television audiences

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What Sport Tells Us About Life (when the Saints went marching in)

“The coming together of diametrically differing types of people, all glued to the same pitch or television screen…How can one activity – sport – unite such different strands of humanity?”

- Ed Smith, What Sport Tells Us About Life

All those who have ever dismissed sport as ‘just a game’ would be wise to spend some time absorbing the writings of Ed Smith. In a truly brilliant work on the place of sport within our modern lives, Smith discusses and examines sport in the widest possible context – all in order to learn more about the ‘game’ of life.

But not even he could have imagined how the narrative would play out in New Orleans in 2005/6, when an American football team proved to be the salvation of an entire town from deluge, devastation and ultimate destruction. It was a rare example of when sport not only united disparate strands of humanity, but re-built a completely broken city in the process.

The aptly named New Orleans Saints – the NFL’s Louisiana franchise – hit the UK headlines last week when they brought America’s number one sport to our fair shores, giving up a crucial regular season home game to bring football fever to London. But behind the glitz and glamour of the gridiron show that entertained 82,000 at Wembley, lies an intensely human story.

When Hurricane Katrina violently tore through the soul of Louisiana on 29 August 2005, claiming nearly 2,000 lives and causing $81.2m in damage, one would expect the local football team to be low on the list of priorities. Instead, the New Orleans Saints became the focus of recovery for the city and Katrina’s many thousands of victims.

The giant structure that the Saints had previously called home, the Louisiana Superdome, had been all but destroyed. But because it provided such a central beacon for the community, Louisiana’s then Governor made its restoration a top priority for the city’s relief effort. Doug Thornton, the Superdome’s General Manager, has explained why:

“The dome was a poster child for misery and suffering. We knew if we could turn it around and make it a symbol of rebirth that would provide inspiration and hope for the city and send a message to the rest of the world that New Orleans is back.”

The players themselves became ambassadors for the cause. The Saints’ golden boy, running back Reggie Bush, spearheaded a campaign to rebuild a High School football stadium in City Park, following major damage suffered during the hurricane. The rookie’s significant financial backing to the project came shortly after being drafted by the team and before he had even set foot on a football field as a fully-fledged Saint.

The Times’ Martin Fletcher’s moving experience of his time with the team this summer provides an intense snapshot of the players’ phenomenal efforts to put their city back on the map:

“One player, Joe Horn, was so distressed by the plight of refugees shopping in a Houston Wal-Mart soon after Katrina that he went up to the cashiers, gave them his credit card and said: “Give these people whatever they need.” Another, Ernie Conwell, bought an engagement ring for a man whose distressed wife had lost hers in the storm.

A third, Steve Gleason, bought 2,000 backpacks and filled them with pens and paper for children returning to school. Yet another, Deuce McAllister, takes 100 children shopping each Christmas.

Some players have discreetly slipped cash to hard-up parents so that they can take their children out for a meal.”

Clearly much, much more than a mandatory PR exercise. The numerous gracious, thankful and emotional comments and dedications posted in response to Fletcher’s piece by those who lived through the horror of it all, speak volumes about how vividly he captured the immensity of the Saints’ efforts for their city. As quarterback Drew Brees told him during an interview, fans don’t run up to players and congratulate them on a great game – instead they thank them deeply for being part of the city.

In his book, Ed Smith describes the utter immersion in a sporting spectacle as akin to following a novel’s narrative, ‘sharing a journey, caring deeply about something we cannot change’ – that ultimately, can extend our human sympathy.

The Saints cared so deeply about their extended adopted family of New Orleans that they did all within their power to make sure the narrative of their city was changed. America’s number one sport beat on as the heart of a devastated city, and New Orleans’ very own Saints extended their own human sympathy beyond all expectation.

By Lucie Bartlett on November 3rd, 2008

Tags: American football, NFL, community

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