Our team helps brands, their agencies and nonprofit organizations by assessing the business value of celebrities, negotiating smart partnerships and activating each program. We provide fast and accurate information and recommend talent based on many factors including their relevance, points of differentiation and cost. The results of our work are seen as television commercials, webisodes, publicity programs, YouTube posts, celebrity seeding, social media » Read More
- Money. You don’t need to overpay for talent at the Super Bowl. The difference between A, B and C list celebrities is minimized this specific week because of the attention of all fans and willingness of the media to have all athletes and celebrities on their air. Friday media time is typically reserved for more A-listers as that is when the movie studios will fly in their actors to promote the upcoming movie.
- Day of Week. Consider using your brand’s endorsee early in the week before there is “brand saturation” or even the Monday after the Game when everyone is still listening to the radio, reading results online or watching TV (Monday post-Super Bowl is a hidden gem for brands if your talent has the credentials to discuss the Game the night before).
- Exclusivity. Make sure you have language in your contract ensuring that your promotional time is the athlete/celebrity’s first activities during Super Bowl week (you can’t afford to be cannibalized by another brand’s media day just a few days before your own media day).
- Hospitality. Events at the Super Bowl always run late. Make sure your athlete/coach does not have an appearance immediately following yours with a “hard out”.
- Autographs. Make sure you get extra personalized items. When you return from the Game and share stories; other clients and C-level executives get jealous. Have a surprise gift for them.
- Time of Day. Everyone stays out late at dinners and parties. Remember that when scheduling morning activities – you don’t want the “type” of athlete that will be at a club until 3:00am when you have media at 6:00am. Same goes for early morning meet-and-greets (you want folks that are awake and want to engage with customers/fans).
After a strong performance in week 1 of the NFL season, Eagles QB Michael Vick continues at the center of the football world. As the season continues, players will not only be playing for wins on the field, but for off the field endorsement wins. Marketers will look to Vick in particular and decide if his troubled past no longer affects consumers. Since his troubles began, we have commented several times on his marketing value:
Last December, we wrote on this blog about our expectations for Vick in the marketing space (he started last fall with a viral video for a local Nissan dealer) – and the expectations have largely come to fruition.
In January of this year, Vick signed with Unequal Technologies (football pad manufacturers) – much to the surprise of many… but not us. We wrote about the deal and why, as an endemic deal, it made sense.
In April, we spoke with the Wall Street Journal about Vick’s marketability. At the time, he was one of the finalists for the Madden 2012, but later lost out to Peyton Hillis.
In July, Vick agreed to a new deal with Nike, four years after the sports apparel giant terminated his contract with him.
What’s next for him? More endemics. Products that translate into on the field performance – mouth guards, sports beverages and even potentially footballs.
What’s a long way away? Supermarket and products that mom is the key buyer for.
The NFL Draft starts tomorrow, a primetime event which takes place over 3 days. The current legal drama over the NFL collective bargaining agreement, paired with an exciting potential first pick in Cam Newton and a question mark for the 2011 season make this year’s draft an intriguing watch and Twitter follow.
Here’s our list of Who To Follow for the inside scoop and real-time updates on what’s happening at the Draft and the implications across the league.
The Analysts:
Todd McShay (@McShay13)
Mel Kiper Jr. (@MelKiperESPN)
Adam Schefter (@AdamSchefter)
MikeandMike (@MikeandMike)
Trey Wingo (@wingoz)
Herm Edwards (@HermEdwardsESPN)
Brian Billick (@CoachBillick)
Darren Rovell (@DarrenRovell)
Albert Breer (@AlbertBreer)
Jason LaConfora (@JasonLaCanfora)
Chris Mortensen (@mortreport)
Bill Simmons (@sportsguy33)
Troy Aikman (@Troy_Aikman)
Charles Davis (@CFD22)
Peter King (@SI_PeterKing)
Mark Schlereth (@markschlereth)
Tom Jackson (@TomJackson57)
Michael Smith (MrMicahel_Smith)
Tim Graham (@TimGrahamESPN)
ESPN Blogs AFC South (@espn_afcsouth)
Mike Sando (@espn_nfcwest)
ESPN Blogs NFC North (@espn_nfcnblog)
James Walker (@espnafc_north)
ESPN Blog NFC South (@espn_nfcsouth)
NFL LIVE on ESPN (@NFLLIVEonESPN)
NFL Netowrk (@NFLnetwork)
Dennis Johnson (@InsideNFLmedia)
Steve Wyche (@wyche89)
Rich Eisen (@richeisen)
The Brands
HashTags
#SportsBiz
#NFLdraft
#NFL
#2011NFLdraft
The League
Roger Goodell (@nflcommish)
Greg Aiello (@gregaiello)
NFL (@NFL)
Brian McCarthy (@NFLprguy)
Clare Graff (@ClareNFL)
Michael Signora (@NFLfootballinfo)
The NFL Players Association
NFL PLAYERS (@NFLPlayers)
DeMaurice Smith (@DeSmithNFLPA)
George Atallah (@GeorgeAtallah)
NFL Network
NFL Netowrk (@NFLnetwork)
Dennis Johnson (@InsideNFLmedia)
Steve Wyche (@wyche89)
Rich Eisen (@richeisen)
The Teams: A Twitter List to Follow
The NFL Draft (first round) starts tomorrow, Thursday, April 28 at 8:00 p.m. ET on NFL ESPN and NFL Network, followed by the second and third rounds on Friiday, April 29 at 6:00 p.m. ET. Rounds 4-7 will be held Saturday, April 30 at 12:00 p.m.
After seeing this photo outside the NFL Labor Negotiations this morning in Washington, DC, we thought it made sense to share the five keys to publicity stunt success.
1. Right time. Has to take place as current events break.
2. Right place. If Subway doesn’t have a store across the street, this doesn’t work. The media will love this.
3. Right product. Everybody must eat lunch. Washington DC workers will surely eat today, take photos and spread via twitter, facebook, etc.
4. Be nimble. Must be able to act fast.
5. Execute. Need a team on the ground to get the message out to the masses.
Tonight, the 2011 SI Swimsuit Edition cover girl will be revealed on the Late Show with David Letterman. Ten of the women included in the issue will do the “Top Ten Countdown” revealing this year's cover. The 2011 SI lucky lady will be shown on a billboard advertisement in Times Square, appear on The Late Show tomorrow night and do a ton of press for the magazine.
Many of today’s most recognizable and marketed female faces got their start on SI. Here’s a look back at some of SI's most notable and marketed:
Brooklyn Decker on the Cover of SI
· Brooklyn Decker – After appearing inside the swimsuit edition from 2006 to 2009, Decker landed the 2010 cover. Since then, she has enjoyed immense success including this past weekend where her movie, “Just Go With It” earned the top spot at the box office. She appears on the February covers of SELF and Esquire magazines. She was featured in the 2010 Victoria’s Secret swim collection, and was a guest judge on Germany’s Next Top Model. You can be sure that Decker's marketing opportunities will continue, maybe including a husband and wife deal (Decker is married to tennis star Andy Roddick).
· Tyra Banks – The face of the 1997 cover had been in the public eye for a number of years, appearing for CoverGirl and Victoria’s Secret, but SI launched Tyra into a new realm. Shortly after the cover, Tyra published a book, appeared in a feature film, started her own company and emerged as a powerhouse in the industry. Currently, Tyra hosts America’s Next Top Model (in its 15th cycle) and the Tyra Banks Show (for which she won a daytime Emmy) and is a spokesperson for CoverGirl.
· Marisa Miller – From 2002 to 2007, Miller appeared in the swimsuit edition, but not until 2008 did she catch her big break. Since then, she has sky-rocketed in marketability. Miller is a spokesperson for Harley Davidson (the first in their 100-year history), a Victoria’s Secret Angel and an ambassador for the American Cancer Society and the USO. Miller has her own line of shoes with Vans and her own paddleboard line with Surftech. In 2009, she was a guest judge for America’s Next Top Model. Miller is the “Official First Mate” of Captain Morgan and in 2010, she was named a spokesperson for the NFL.
· Christie Brinkley – The only cover girl to appear three consecutive times, Brinkley is one of the most recognized models of all time. An actress, illustrator, photographer, writer, designer and activist, Brinkley has done it all. Her 20-year contact with CoverGirl was the longest in history and they re-signed her in 2005. She has appeared on more than 500 magazine covers including Vogue, Newsweek and LIFE. She has been a spokesperson for MasterCard, Anheuser-Busch and Diet Coke and appeared in three Got Milk? ads. Last year, she debuted a jewelry collection on QVC. She will join the cast of Chicago on Broadway later this year. And let's not forget her long-standing Total Gym informercials with Chuck Norris.
Christie Brinkley on the Cover of SI
· Heidi Klum- She became a Victoria’s Secret Angel after her 1998 cover debut and has hosted the Victoria Secret Fashion Show four times. She has been a spokesperson for McDonalds (in Germany), H + M, Dannon Light & Fit, Liz Claiborne and Ann Taylor. In 2004, Klum accepted a role as a host, judge and executive producer for Project Runway on Lifetime, for which she was nominated for an Emmy and won a Peabody Award. In 2009, Klum became Barbie’s official ambassador for their 50th anniversary. Last year, Klum became the face and creative director for European brand Astor cosmetics and partnered with New Balance. Like Decker, Klum also gains added appeal from her husband, musician Seal.
Other global cover icons are: Elle Macpherson, Kathy Ireland and Beyoncé.
The SI Swimsuit edition is set to hit newsstands with its new and expansive digital strategy. The swimsuit iPhone app is back, with availability on the iPad and a new app for the Android. SI has grown its online presence through a partnership with Livestream, who broadcast a variety of live events, as well as utilizing Facebook and Twitter. For the first time ever, SI has a 3D licensing deal with Sony Playstation. By growing their digital presence, SI hopes to connect with a younger demographic and make the swimsuit edition a year-long experience.
The Late Show with Dave Letterman airs at 11:35 EST on CBS.
From commercials to celebrities, parties to most valuable players, Super Box XLV has dominated conversations across the sport and marketing worlds for the past week - and we kept a pulse on it all.
In the week leading up to the big game an unexpected storyline dominated headlines: inclement weather. Despite the ice and snow, brands fought aggressively to differentiate themselves - be it a cause marketing program or consumer product.
Check out our comprehensive recap on what brands, athletes and celebrities were doing in Dallas, despite the ice and snow:
NFL Stars Past and Present
Mike & Mike talk to Larry Fitzgerald about his Target partnership (after being gifted with an array of gifts ranging from Herradura Tequila to Snickers from previous guests)
ESPN's Mike & Mike in the Morning served again as a go-to platform for brand messages - delivered by NFL greats, both past and present.
Two members of the 2010 NFL Hall of Fame class (and DWTS alums) were very active this past week: Jerry Rice promoted Proctor & Gamble’s Take it to the House program on Radio Row and across Facebook and Twitter, and Emmitt Smith for Herradura Tequila (with a well placed Octagon shout out on both the Dan Patrick Show and Mike & Mike). Each also participated in Hall of Fame activities throughout the weekend honoring them.
Active NFL players who got in on the action include Osi Umenyiora for 5 Hour Energy, Mark Sanchez for Degree for Men, Sam Bradford for Axe hair products, Eli Manning for Gatorade and the Sports Science Institute, Ndamukong Suh for Subway, and Larry Fitzgerald with Target and the Heart of America Foundation.
Radio Row
Radio row also provided brands an opportunity to maximize exposure, as celebs and players alike made the rounds to promote various projects. Those who made appearances include:
Texan Hospitality
Marisa Miller runs her route at the 5th Annual Direct TV Beach Bowl
Many brands took advantage of influencers being in town and hosted hospitality events throughout the week. On Saturday, Pepsi & Gatorade hosted a dinner with Archie and Peyton Manning; MasterCard utilized Jerome Bettis and SI's Peter King for a Sunday morning pre-game chalk talk; and Time Warner Cable got in on the action, hosting a chalk talk featuring ESPN's Trey Wingo. On Saturday, DirecTV hosted the 2011 Celebrity Beach Bowl featuring 30+ celebrities including: Josh Duhamel, Taylor Lautner, Jesse Palmer, Hayden Panettierre, and Matthew Morrison. The event also included a free Maroon 5 concert.
Other brands who activated events and parties included: Audi, BudLight, GQ, Grey Goose, and Axe. Each brand capitalized on engagement opportunities with their respective hot spots hosting parties each night. Here’s a look at who attended and performed.
What's Next
The Class of 2011 for the Pro Football Hall of Fame was announced, and two players sure to see their marketability rise are Marshall Faulk and Deion Sanders due to personal appearances, memorabilia and PR programs around the induction and enshrinement. We recommend both do DWTS, should the opportunity arise, as we have seen what it has done for other NFL greats, and the impact is undeniable.
It remains to be see, but we think the biggest winners to come out of last night will be Aaron Roders and Clay Matthews. Matthews already has a deals with Suave and Rodgers was featured in this year's God Milk? ad alongside Hines Ward. In today's USA Today, Rogers appears in his very own Got Milk? ad and Matthews appeared in his own one-page Suave ad. Rodgers will be featured in the classic "I'm going to Disney World" spots this week. Both Rogers and Matthews are sporting clean, good-guy images and with this epic Super Bowl win, look out for more endorsement deals in the coming months.
Aaron Rodgers and Clay Matthews celebrate as the 2011 Super Bowl Champions
For a look at last night’s ads, check out our full overview here.
And, the Winners Are...
For those in the industry, competition between brands (and their commercials) often overshadows competition on the field - and the morning after, everyone wants to know who won. USA Today's annual Ad Meter , which measures ad success with second-by-second responses from a panel of viewers, had its first-ever tie. Both Doritos and Bud Light won the hearts of viewers with ads featuring dogs. No ad in the top 10 of the Ad Meter selections featured a celebrity (unless you count VW's Little Darth Vader ad featuring talented 6 -year-old Max Page who was a guest on The Today Show this morning).
Anticipating that viewers would turn to Twitter to share real-time reactions to commercials, Brand Bowl set out again to score and rank ads based on total number of tweets - containing hash tag #BrandBowl - and their positive or negative sentiments. (Ads are still being measured in real time). Here are a few of the most buzzed about brands of right now - for better or worse:
First Call's Michael Jacobson (@MJ4030) joined fellow marketing and brand experts for a live roundtable discussion via Twitter, hosted by Sports Business Daily. A summary of their conversation can be found in today's issue of The Daily (or you can follow the hash tag #SBDSB) - but in the end Chrysler and Volkswagen emerged as the clear winners.
Musicians Reigned the Night
Audi featured saxophonist Kenny G as a riot suppressor in their escape from "Old Luxury" prison spot. Audi says Kenny G was chosen for his "unmistakable music, whose songs and stylings brings the audience back to a certain era." The Black Eyed Peas appeared as cartoon versions of themselves in the commercial for Chatter.com, an online firm that allows colleagues to share files anywhere in the world with fellow employees. The spot aired just before the real Black Eyes Peas performed during the Half-Time Show. Eminem appeared in two commercials this year. In a spot for Lipton Brisk, he appears in claymation talking about being "asked to do commercials all the time." Set to the rapper's "Lose Yourself," his spot for Chrysler served as both a tribute to Detroit's past and a look to the future in introducing the Chrysler 200. Two-time U.S. Champion figure-skater Alissa Czisny, a member of the Detroit Skating Club, was also featured in the spot.
Country musician Faith Hill starred in a spot for Teleflora titled "Help Me Faith." The commercial takes place in a recording studio, with Hill offering advice to a young sound engineer who is sending a Teleflora bouquet to his girlfriend for Valentine's Day. Diddy loses his silver Mercedes-Benz in a spot for the car company and its new futuristic Mercedes-Benz Biome, which isn't expected to hit the road until 2015. Ozzy and Sharon Osbourne joined forces with teen-star Justin Bieber as they demonstrated the progression of technology from 3G mobile phones to 4G and even 6G for Best Buy. The cast of Glee starred in a new commercial for Chevrolet that aired during the post-Super Bowl episode of the series. The ad, which features Sue Sylvester telling the Glee club that she has booked them for a commercial, was teased during the actual game.
Sex Sells
Go Daddy once again went for risqué with two spots featuring their spokeswoman racecar driver Danica Patrick. Patrick was joined by television personality Joan Rivers, and fitness trainer and The Biggest Loser star Jillian Michaels as the new Go Daddy girls. Reality star Kim Kardashian flirted her way through Skeckers Super Bowl spot touting the message that you can break up with your personal trainer if you wear Skechers Shape-Ups. In their Super Bowl advertising debut, Stella Artois looked to Oscar-winning actor Adrien Brody. Brody appears to be serenading a group of women with a smooth, classy song. Only instead it turns out that he is actually singing to a glass of Stella Artois.
Unmistakable Voices and Faces
Oscar-winning actor Jeff Bridges continued his voiceover work for Hyundai, who featured three in-game commercials in its fourth consecutive year of Super Bowl advertising. Also doing voiceover work for Super Bowl ads were Tim Allen for Chevrolet and Jon Hamm for Mercedes-Benz. Trying to recreate the magic of Betty White's commercial last year, comedic legends Roseanne Barr and Richard Lewis appeared in Snickers' ad titled "Logging." The campaign will also include a series of print and digital ads that will feature the two stars. In the most controversial spot of the night, actor Timothy Hutton deplored the troubles of Tibetan culture while touting Groupon. Groupon's three Super Bowl ads were set to the same premise: saving something endangered, and a few bucks. The NFL aired a 60-second spot, titled "American Family," which featured over 40 actors who appeared on TV's most popular shows over the years, including The Brady Bunch, Cheers, Family Matters, Friends, Full House, Happy Days, Modern Family, Seinfeld, The Simpsons, South Park, and The Office, among others.
There will be a lot of chatter this morning about (NFL Philadelphia Eagles) Mike Vick signing his first national endorsement partnership (or at least the first one that has been announced publicly) since time in jail. If you recall, he partnered with a regional Nissan dealership for some viral videos this past fall too.
This new partnership is not surprising to me. On December 17, I wrote in this blog that I expect deals to come and "the next couple deals to be in the football space" - bingo. And this is a Pennsylvania company in a niche space.
Mike picked a product that is specific to his on-the-field results. It is a product that protects him and kids will want to protect themselves (and parents certainly want their kids protected).
Unequal Technologies is smart and taking advantage of the week before the Super Bowl in which everyone is still focused on football but there is a bit of dead time (which will make everyone talk about this partnership - like I am now)...the story even sits on the front page of ESPN, FoxSports and Yahoo Sports.
The big news will be if and when he signs a deal with a consumer packaged goods product sold in grocery stores or appears in a national TV ad that isn't football-themed.....he's not ready for that.
We'll see more NFL football player-related marketing efforts over the next five months than you'll see in MLB, NBA & NHL combined. And get ready for a heavy dose of Troy Aikman and Emmitt Smith this winter as the Super Bowl is in Dallas.
Below is a sample of current NFL programs (there are plenty of others) as well as a twitter list of some players, writers and other influencers in the football space (who knows, you might just see these folks in upcoming deals too). We also listed the number of tweets to give you an idea of how active they are.
A Sample of Marketplace Deals
If Vaseline, Subway, Sports Authority, Dr. Pepper & Office Max all run ads this fall, Michael Strahan will be in five commercials! Incredible.
Active Players:
Retired Players:
NFL Experts:
Miscellaneous:
With today's NFL owners meeting in Atlanta, there is a lot of buzz surrounding the potential decision to expand the regular season to 18 games (would take effect in 2012 at the earliest). We took a look at the ancillary business winners and losers of the potential change, outside of the obvious impact to the networks/cable TV world, team ownership, stadium revenues, the NFL and players.
Winners
Losers
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