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The prologue to the 97th Tour de France begins tomorrow in Rotterdam - cyclists from all over the world will gather to start a grueling race covering three weeks, 20 stages and 3,642 kilometers. As fans have come to expect, there will be one athlete who stands out from the rest: Lance Armstrong, whose name has become synonymous with the event. Like Michael Phelps, Apolo Ohno and Tiger Woods, Armstrong is among the elite group of athletes who have transcended their sport, evidenced by his immense and diverse list of endorsement deals and sponsorships. With the announcement that 2010 will be his final Tour, it seems an appropriate time to reflect on the deals that make Armstrong one of the most marketable athletes in history.
After Lance defeated cancer and emerged as the most dominant force in the cycling world, Nike launched Livestrong. The brand is more than just yellow wristbands and trendy sportswear - Nike now sponsors marathons, bike races, sweepstakes and websites that raise money for the Lance Armstrong Foundation. Most recently, Nike hosted the "Lance in France" sweepstakes, in which fans could donate to the Foundation for the chance to travel to see him race this summer. Several other Armstrong sponsors have latched onto the brand as well. Giro now sells yellow helmets and Oakley is producing yellow sunglasses. Armstrong is a spokesman (along with recent NBA champion Derek Fisher) and part-owner of FRS Healthy Energy, who is donating a portion of all beverage sales to the Foundation.
Lance Armstrong hopes to capture his 8th Tour victory this year.
Armstrong's deals aren't all yellow - several of them are green. He provides tips for "greener living" on Clear2o's website and is promoting Nissan's new car, LEAP, which is emission-free. This is fitting, as reducing the race's environmental impact is a focus for this year's Tour. The cycling star also appears in Michelob Ultra's "Live Life to the Ultra" TV ads, and is sponsored by Radio Shack (he will appear in four new TV spots for the store). SRAM and Trek bikes will also provide Lance's Tour equipment.
With his athletic prowess (7 Tour wins), compelling personal story (defeating cancer) and Hollywood connections (Sheryl Crow), it's easy to understand his appeal to brands (and ultimately to millions of fans).
Around the World
Anheuser-Busch InBev unveiled Material Girl Madonna and current Dancing with the Stars contestant Nicole Scherzinger as their latest spokespeople during Rio Carnival in Brazil. InBev's special guests were on-hand for the debut of their billboards, one of the many components of the brand's new advertising campaign. The company tapped the two stars to promote its brands in hopes of competing with its biggest competitor, Devassa, who enlisted Paris Hilton as a spokesperson. Olay has signed Thandie Newton to be the new face of its multitasking skincare line Total Effects. The brand signed the British beauty for a new advertising campaign to celebrate Olay's 10th year in the United Kingdom. Newton joins fashion icon Twiggy as the latest British beauty to endorse the brand overseas. IBEROSTAR Hotels & Resorts announced earlier this month that it has teamed up with international actor Antonio Banderas to serve as a brand ambassador for the next three years. The actor kicked off the brand's marketing campaign at an international press conference at Grand Hotel Paraíso in Riveria Maya, Mexico. All print and broadcast advertising will feature Banderas, with the campaign running in IBEROSTAR's key target markets: Spain and the United States. Fashion icon Karl Lagerfeld designed a limited-edition Coca-Cola Light bottle in France. The fashion pioneer filmed a new ad campaign for the global soda giant and designed the white bottle with a hot pink aluminum cap and black graphic of Lagerfeld's silhouette. Terrazas de los Andes wines of Argentina has tapped chef Casey Thompson, "America's Favorite" on Season 3 of Bravo's Top Chef, to be its U.S. spokesperson. She'll lead a multi-market culinary and wine media tour inspired by the flavors of Argentina and has created a signature line of recipes designed to pair perfectly with the brand's wine. She prepared for her role as U.S. spokesperson by immersing herself in wine and food during her trip to the Mendoza region, home to Terrazas wines.
Scoring Off The Field
Andy Roddick is expanding his long time partnership with Lacoste, as he'll serve as the face of the brand's new Challenge fragrance. Roddick will also appear in limited TV advertising as well as a variety of viral marketing advertisements on Facebook and Twitter to promote his newest partnership with sports drink company Aqiss. Roddick will also get a share in the company. Subway has teamed up with nine athletes from a variety of sports for a new marketing campaign that includes a Twitter component and television spots. Established Subway spokespeople Michael Phelps, Laila Ali, Michael Strahan and Jay Glazer are a part of the campaign, along with Subway newcomers Blake Griffin from the Los Angeles Clippers, MLB stars Ryan Howard and CC Sabathia, Olympic Gold Medalist Nastia Liukin and NASCAR driver Carl Edwards. Each athlete has tweeted about their partnership with Subway, in addition to @subwayfreshbuzz asking followers why each celeb is a "great fit" for the Subway brand. In addition, two new 30-second spots were filmed in April that featured the "famous fans" touting the $5 Footlongs. Prior to being the first running back signed in the 2010 NFL Draft, Clemson University All-American C.J. Spiller had already inked a deal with sports giant adidas. Spiller will be featured in the brand's marketing efforts and will help promote the brand's football training apparel and footwear currently in development. Synvisc-One, a medication prescribed to treat the pain associated with osteoarthritis of the knee, has tapped sufferer Hank Aaron to serve as spokesperson for the "Get Back in the Game" campaign. To prove that he is truly "Back in the Game," Hank will walk in the Arthritis Walk on May 22, 2010 in Atlanta. He is encouraging others to support those in the fight against arthritis by joining teamhank.com. For every person who becomes a fan of Team Hank on Facebook, $1 will be donated to the Arthritis Foundation.
Teens Favorite TV Stars
Glee's Cory Monteith and Gossip Girl's Jessica Szohr are two of the stars that appear in OP's spring advertising campaign. The advertisements debuted in the May issues of Elle, Teen Vogue and Cosmopolitan. R&B singer Cassie, fellow Glee star Dianna Agron, The Twilight Saga's Alex Meraz and 90210's Trevor Donovan also appeared alongside Monteith and Szhor in the ads. The brand also enlisted teen musicians Jason Derulo, Ashlyne Huff and Orianthi for a special OP "Rock Your Shine" performance earlier this month. Check out the brand's website for concert footage. Gossip Girl's Penn Badgley was one of the eight new stars to join the American Red Cross's National Celebrity Cabinet. Badgley, along with Giselle Blondet, Josh Duhamel, Wynonna Judd, LL Cool J, Reba McEntire, Alyssa Milano and David Spade, will help to promote Red Cross services by donating their time to help neighbors prepare for emergencies and assist those who have been affected by disasters. Meanwhile, Glee star Lea Michele is supporting a cause of her own. The vegetarian teamed up with PETA to speak out against wearing fur. Lea's interview and PSA can be seen on PETA's blog. The Hills' Stephanie Pratt recently partnered with PETA as well. Pratt posed partially nude for PETA's "Be Nice To Bunnies" cruelty-free iPhone shopping application. Fashion designer and The City star Whitney Port has followed in former costar Lauren Conrad's footsteps, signing a book deal. Due out in 2011, True Whit will be published by It Books and be full of personal stories and advice for young women. Port's former Hills costar Audrina Patridge and Lauren Conrad's replacement, Kristin Cavallari, stopped by the John Frieda Style on Site Tour in New York's Time Square to kick off the brand's nationwide tour. The girls had their hair styled by John Frieda International Creative Consultant and celebrity stylist Harry Josh at the Style On Site Salon.
I admit it. I watched the whole two hours of the Biggest Loser finale last night. I find it compelling reality TV and so do the brands that are associated with it; Jello, Subway and more. But I was shocked this morning to see a got milk? full page ad with the loser on the back page of USA Today's Sports Section. Don't get me wrong, creatively it makes sense and I really like the partnership (along with the fact that in the ad, got milk? is required by the show to put the Biggest Loser logo in it as well as the words "New Season Begins Jan 6, Tuesday 8/7C on NBC". Very smart by the network/show.
The Biggest Loser, Michelle, poses for her full page got milk? ad
But the sports section? That misses the target completely. I can see placing it in Life or the front section, but not in the section that is predominantly read by male business travelers. I would have saved that money and created banner ads reaching the same audience as the TV show - women!
Moving on to a different story in the same newspaper.
US Weekly, Star and other tabloid magazines spend pages and pages on celebrities favorite perfume, clothing, shoes and restaurants. It's a smart editorial way to get celebrities in the magazine and tying them to brands (and ultimately, hoping that brands see the value and buy advertising space too). I was amazed that in USA Today's Life Section this morning, they ran a similar type edit but only used one celebrity - Anniston? No. Halle Berry? No. Brad Pitt? No.
Instead it was 14-time Olympic gold medalist Michael Phelps talking about his favorite cologne, L'Homme YSL fragrance. Just another testament to the power of the Olympics and the success Michael has achieved in and out of the pool.
Penning Away
Nancy O'Dell of Access Hollywood is offering pregnancy advice to expectant moms in a new book, Full of Life: Mom to Mom Tips I Wish Someone Had Told Me When I Was Pregnant, to be released in April 2009. Actor Denis Leary released his book Why We Suck, to a mixed audience last month. In it, Leary openly reveals his controversial opinions on anything from parenting and politics to sexuality and fast food. Olympic record-holder Michael Phelps has signed a deal with Simon & Schuster to write a book entitled Built to Succeed. The book will tell the story behind his historic eight gold medal swims and will be on shelves just in time for the holiday season. The Hill's Lauren Conrad has signed a deal with HarperCollins to write a three-book series of young adult fiction titled L.A. Candy, based on her experiences of becoming a reality star. The series will debut in summer 2009. With the help of Penguin Books, Mario Lopez is switching gears from fitness pro to children's pro. Lopez and his sister, Marissa, are co-writing Mud Taco, an illustrative work of fiction based on Mario's own experiences as a child growing up in California.
Healthy Fare
As part of its Happy Meal film partnership with DreamWorks' Madagascar: Escape 2 Africa, McDonald's has launched a new "One Minute to Move It" children's well-being effort. The campaign will include appearances by Olympic gold medal-winning gymnast Shawn Johnson at McDonald's locations across the nation, encouraging kids to use their minds, bodies and spirits. Welch's 100% Grape Juice has hired wacky food scientist and Food Network TV star Alton Brown to be its pitchman. In the 15-second ad, Brown, who is known for making food science fun, explains how grapes pack a fruity punch to create healthy hearts, minds and immune systems. Adding to his impressive list of endorsement deals with Kellogg's, Visa, Speedo and Rosetta Stone, Michael Phelps signed a deal with sandwich chain Subway. The deal has locked Phelps into an exclusive quick-service restaurant contract in which he will represent the brand across all marketing channels to promote Subway's various menu options.
‘Tis The Season
Starting this month, Rihanna will appear in Gucci's first-ever United Nations Children's Fund (UNICEF) holiday ads, dubbed the Tattoo Heart Collection. You can catch a sneak peak of the e-documentary featuring Rihanna on the set of the shoot and at the Gucci Winter Ready-to-Wear show here . Singer Nick Lachey, actress Diane Farr, NFL star Curtis Conway and TV Host Laila Ali have teamed up with V8 and Feeding America for their "Make Every Serving Count" campaign, in an effort to provide vital vegetable nutrition to hungry Americans nationwide. You too can contribute to the cause on http://www.v8juice.com/MakeEveryServingCount.aspx. Vegan and farm animal advocate Emily Deschanel hosted the Farm Sanctuary's Celebration FOR the Turkeys event in California last month. Attendees had the opportunity to spend time with other compassionate people, enjoy delectable vegan versions of favorite holiday foods, listen to inspirational speakers and feed the rescued turkeys. Actress Keri Russell is reminding homeowners to be safe during this holiday season by partnering with the independent safety test lab, Underwriters Laboratories. She is increasing awareness and sharing key safety tips during the holidays through online videos and an appearance at Chicago's 95th Annual Christmas Tree Lighting Ceremony.
The Country Music Awards (CMA's) were televised last night and while the winners were pure country - George Strait, Sugarland, Rascal Flatts and Brad Paisley; the show stars we're, let's just say, "adopted" country. Take a look at Ken Barnes USA Today LIFE cover story today, of the nine photos selected, two were American Idol alums (Carrie Underwood and Kellie Pickler), one from Dancing with the Stars (Julianne Hough), two A-list actresses (Reese Witherspoon and Nicole Kidman) and even Hannah Montana (i.e., Miley Cyrus). I'll grant you that Miley's dad is Billy Ray and Nicole's hubby is Keith Urban. It is just another indication of how Hollywood and music (and sports typically) have collided into one world.
Carrie Underwood wins female vocalist of the year.
And while we are talking country, singer-songwriter Jewel along with Mary Kay cosmetics and the Country Music Association, unveiled the second annual "A Kiss for Country" promotion on Tuesday morning at the Country Music Hall of Fame and Museum in Nashville. The charitable campaign helps raise money for the prevention and awareness of domestic violence around the country. More than 60 artists, including Jewel, Reba McEntire, George Strait and LeAnn Rimes, kissed, signed and wrote inspirational messages on special Mary Kay prints that are now available for auction.
Also, Barbara Walters named today six of her top ten most fascinating people of 2008 for her TV special and two of them were Olympics 14-time gold medalist Michael Phelps and Sarah Palin-twin Tina Fey. The last four months have been very good for both of these stars.
14-time Olympic Gold Medalist (and 8x winner in Beijing) Michael Phelps appeared just moments ago on ABC's The View promoting his partnership with the language company, Rosetta Stone. We found a few things compelling about the interview.
First of all, how Phelps and his team have been able to selectively agree to national media opportunities (and spread them out) so that each of his sponsors are able to activate their partnerships and number two (and more importantly), how willing Whoopi was to talk about Rosetta Stone.
Publicists are always looking for national shows in which corporate plugs are OK. And this one, was a real win for Rosetta Stone and their PR agency. Whoopi held up the product, asked Michael about it and then held it up again at the end of the interview. Barbara Walters then announced that everyone in the audience was receiving a few Rosetta Stone set of CD's too (and they showed the product again).
It's tough enough to organically get a product plug in, so when you can do it and have it shown on TV three different times during the interview, let's just say, it's pretty special.
Well done Rosetta Stone publicists.
First Call understands the value of a celebrity. As celebrity consultants, we work to integrate celebrities into campaigns with various objectives. An increase in the publicity surrounding a campaign is one of the many benefits of incorporating a celebrity into the mix.
The current issue of PR Week features an article with First Call's David Schwab. In "Putting the campaign's best face forward" Schwab shares practical advice on how to best use a celebrity in a PR campaign. An interview in which Schwab gives three pieces of advice to keep in mind when choosing a celebrity for a cause-related campaign can also be viewed on PR Week's homepage.
I feel like we have been writing on Michael Phelps and the Olympics for a month but yesterday's "surprise" announcement is a perfect way to conclude our coverage of the Olympics. The Olympian icon appeared on NBC's Today Show where Speedo presented him his $1,000,000 bonus check for winning eight gold medals (actually the bonus was for winning seven).
He, in turn, announced that the money was being used to create the Michael Phelps Foundation, a Non-Profit Corporation organized pursuant to the District of Columbia Non-Profit Corporation Act. The Foundation's purpose is to operate exclusively for charitable educational, and scientific purposes; and to promote healthy, active lives, especially for children, primarily by expanding opportunities for participation in the sport of swimming, both nationally and internationally.
A very classy way to end the Olympics! (PS--Check out his Facebook page -- more than 1.5mm fans -- incredible!!)
Now back to writing about Hollywood, music, chefs, designers, other athletes and more.
Stay tuned.
As the 2008 Olympic Games come to a close, Americans will walk away with many fond memories. From the Opening to the Closing Ceremonies, the Beijing Games provided excitement, entertainment and unthinkable accomplishments. Sponsors and non-sponsors alike capitalized on the many remarkable and unforgettable feats to capture the attention of millions of fans— through several ads seen throughout USA Today.
Vitamin Water (which Coca Cola purchased in 2007) ran a full page ad congratulating Kobe, LeBron, Dwight, Deron and Chris on winning the gold medal in men’s basketball. The five members of the men's Olympic basketball team were featured in a campfire inspired ad campaign for the brand. Vitamin Water also released several viral videos featuring the stars behind the scenes footage carefully zooming in on them sipping their product.
Not to be outdone, Nike also ran a full page ad for the U.S. National Women’s Soccer Team. The ad draws on the excitement and sheer exuberance of the team immediately following the overtime victory for the gold medal. The ad connects Nike with the selflessness and teamwork that the team illustrated.
Of course, a number of ads and articles ran congratulating the Olympic icon Michael Phelps on his record-breaking eight gold medals. Hilton, a sponsor of Phelps, USA Swimming and the U.S. Olympic Team, congratulates Phelps on achieving his dreams and encourages others to pursue theirs at hilton.com. The creative full page ad run by ESPN shrewdly alluded to Phelps without mentioning his name or any Olympic imagery (because of Rule 45). The underwater photo and clever language clearly implies Phelps’s achievements without directly stating his name. There’s also a blurb about Phelps’s Sports Illustrated cover-turned-poster. Recognizing the commercial potential of the historic cover image, a poster of the clean SI cover of Phelps is being sold at FineArtLimited.com. Even the superstar’s mom, Debbie, has received continued coverage with her shoot for a Johnson’s baby commercial and interviews including Good Morning America.
While the 2008 Olympics are technically over, some of the most memorable moments and heroes of the Games will continue to leave lasting impressions in the minds of Americans. Smart brands will creatively use these people to take advantage of the feel good memories that they evoke.
Can’t make it to Beijing? No worries. Olympic sponsors are bringing the Games to you. The Games of the XXIX Olympiad are the most highly anticipated games since Atlanta ’96 and sponsors are marketing accordingly. Almost every Olympic sponsor is marketing in the digital space, developing both online and mobile content. Some companies like Speedo are dedicating nearly all of their marketing budgets to online programs. Others like Lenovo and McDonald's have created global online programs like an international essay contest and an online scavenger hunt.
As we here at Octagon First Call continue to expand our own digital capabilities and services we think it makes perfect sense that sponsors are creating online and mobile marketing programs. With the Olympics taking place in China most consumers aren't at home watching from the couch when major events are taking place. Instead they're following Michael Phelps at the office, in meetings, and on the go. Internet and mobile technology allow consumers to access Olympic content when and where they want. Smart marketers will realize this and take advantage of this opportunity. Let’s see if any of the Olympic sponsors are savvy enough to engage and integrate an internet celebrity with valuable assets (like a loyal fan base) into their online and mobile marketing. If an Olympic sponsor can create something like this for their campaign then we’ll be impressed. If anyone does we’ll be the first to let you know.
By: Zola Short
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