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Posts Tagged ‘NFL’

NFLPA Elects DeMaurice Smith As New Executive Director

Posted by sportsmarketingguy on March 15, 2009

Update 3/16/09: Sports Illustrated’s Don Banks provides some great insight into how the NFLPA came to their decision of unanimously electing DeMaurice Smith, an outsider to become the new executive director of the  NFLPA.  A strong vision and detailed strategy on how Smith will approach the CBA discussions with the NFL and the belief that applying congressional pressure that threatens the NFL’s tax exempt status to ensure the league operates in good faith is just one of the strategies that put him over the top.  That strategy makes it clear that Smith is ready to play hardball in the CBA negotiations with NFL Commissioner Roger Goodell and could be a sign that a lock-out could realistically happen in 2011.  It is going to be a very tough negotiation with the two sides looking like they will want to hold their ground and demonstrate their power as new leadership.

Breaking from Hawaii: The NFLPA has elected Washington DC attorney, DeMaurice Smith as their new executive director.  Smith, an NFL outsider was considered a dark horse candidate behind former NFLPA Presidents Trace Armstrong and Troy Vincent.

Smith created a detailed business plan on how he would run the NFLPA that was more than a 100 pages long and highlighted the key issues facing the NFLPA and shared it with the NFLPA Executive Committee during his interview process, his initiative propelled him into becoming a finalist for executive director and the most powerful union in sports.

While he has no labor or employment background, Liz Mullen and Daniel Kaplan of the Sports Business Journal point out that his experience is similiar to NBA Players Association Executive Director Billy Hunter and the NHL Players Association Paul Kelly. Smith was an assistant U.S. attorney and has political connections to the Obama administration and U.S. attorney general Eric Holder.  Hunter had been a U.S. attorney and Kelly was an assistant U.S. attorney.

The NFLPA’s decision to go with Smith will allow the organization to move forward with a united front and put behind the controversies that came up during the selection process.  Smith’s election and position as an outsider with no sports industry experience symbolizes a major change for an organization that had been run by NFL Hall of Fame player, Gene Upshaw for the last 25 years and indicates that the players were able to break from what was thought to be a comfort-level of having a former player serve as the union boss factor into the decision.  Smith’s election also signifies that the NFLPA was looking for someone to serve as a competent CEO that also understood the importance of understanding the political landscape and ensuring that the NFLPA had a presence.

Smith’s first order of business will be to introduce himself to the players he will represent as the union faces negotiations for a new collective bargaining agreement with the NFL.  Given the timing and the need to move quickly, I would:

  • Put Smith through a media training boot camp
  • Take a proactive effort to introduce him to current NFL and retired players by holding a series of conference calls
  • Conducting select sit-down interviews over the next week with ESPN, SI’s Peter King, The Wall Street Journal, USA Today, The New York Times, Sports Business Journal and the NFL Network (all media outlets players are sure to be paying attention to)

More will be written over the next few days that will introduce Smith to the sports business world.

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Super Bowl XLIII Ad Winners – Not Who You Think

Posted by sportsmarketingguy on February 3, 2009

Super Bowl XLIII is over and the Steelers pulled it out much to my dismay – the unluckiest people with Santonio Holmes as MVP has got to be Disney World – they were :35 seconds away from either getting Kurt Warner or Larry Fitzgerald. The Steelers final drive cemented Holmes as the unlikely MVP and Disney had to be hoping to see Ben Roethlisberger as the MVP in a Steelers win.

Now let’s get down to the real winner’s – $3M for a :30 second ad is a hefty price, so Super Bowl advertisers that ran ads that were part of a much larger integrated effort to reach a mass audience/consumers are big winners.  The USA Today Ad Meter has spoken and a consumer-generated spot for Doritos entitled “Crystal Ball” has done what ad agencies across the country have been trying to do for the last 10 years – displace Anheuser-Busch from the top position. Of the top 10 ads in the USA Today Ad Meter only one, the Doritos “Crystal Ball” spot is one of my winners.

Doritos: Crystal Ball: I was watching the game with a number of people and all the guys in the room laughed when the spot aired.  In my blog entry on Jan. 26, I called for an un-tapped modern-day Don Draper to come out of the wood work and pull off the unthinkable – little did anyone know that the unlikely winners would be two unemployed brothers, Joe and Dave Herbert from Batesville, Ind.  These brothers aren’t novices, they took their first run at the Frito-Lay contest in 2007, Indianapolis Star reporter Erika Smith has their story and rise to quietly defeat Madison Ave with a spot that cost $2,000 to produce (safe bet that was just the entry tape).

So should ad agencies be concerned that a couple of consumers defeated hard working creative directors?  Not at all – this is the pinnacle of consumer-generated content and what ad agencies and marketers have been trying to convey to clients for the last three years.  With the rise of social media brands need to invite consumers to interact with their brands in more meaningful ways, even if it means giving up some control. Frito-Lay/Doritos is already seeing the ROI on the $1M bonus for the winning ad and the $3M cost to run the ad, in incremental media exposure of the promotion that generated 1,900 entries and the unthinkable of topping the USA Today Ad Meter.

Denny’s: Thugs: So how on earth could I ever pick the Denny’s spot as one of my winner’s?  I actually like the ad and thought it was funny as the “Soprano’s” like thugs are trying to figure out whether or not they need to knock off a rat only to be constantly interrupted by a waitress drawing clown faces on their pancakes with whip cream.  The kicker is when the ad closes offering a Free Grand Slam Breakfast (eggs, pancakes and meat) for everyone in America on Tuesday.  The message in a tough economy: We want to help you. The pay-off: major online buzz for a restaurant searching for consumers share of mind.  Did it work: Their website was inundated causing their server to crash as consumers went to the site to find the closest location.  According to GoogleTrends, five of the top 40 searches on Tuesday morning were Denny’s related and number 9 was “Denny’s locations.”  Denny’s was also top of mind on Twitter as “Denny’s” was number 1 and “Grand Slam” was number 7 on Twitter’s trending topics for Tuesday, not to mention the countless “Tweets” for “free breakfast” and “Denny’s server failures” according to the LA Times. A Google New Search finds more than 640 articles on the Denny’s free breakfast.

Monster.com: Director of Fandemonium: The spot plays right in to the excitement of the NFL on its biggest stage and with a record 98.7 million viewers according to Nielsen, it was the most watched Super Bowl in history.  It is the perfect platform to launch the activation of their NFL sponsorship (see my blog from Jan. 29), while highlighting Monster as a jobs resource.  The Director of Fanedomonium gives one lucky football fan a signing bonus of $100,000 and a lifetime experience as long as you enter by Feb. 15, 2009.

Those three brands stand to gain a lot of consumer awareness and traffic to their retail.

Posted in Advertising, Brand Marketing, Public Relations, Sports Marketing, Super Bowl | Tagged: , , , , , , , , , , , , , , , , , , , , | 2 Comments »

Super Bowl Advertising Update

Posted by sportsmarketingguy on January 29, 2009

Super Bowl Advertising:  Some interesting news on this front. After it was reported earlier this week that NBC had 10 spots remaining in their ad inventory, NBC Sports & Olympics Chair Dick Ebersol came out Tuesday and said that only 2 ad spots remained and that all of the ads sold for at least $2.4M with a “large number of them” being sold for $3M earlier this fall before the financial crisis.

Quick Hits: On Super Bowl advertising and a couple of ads I addressed in my last blog.  I highlighted the Coca-Cola Mean Joe Greene ad as one of the Super Bowl classics.  Coca-Cola is airing an ad that will feature current Pittsburgh Steelers S Troy Polamalu that “will be different.”  Will this be a classic?

Monster.com shared some insight into their Super Bowl ad plans on Fox Business saying that one of their ads would be humorous and the other would appoint a fan to the new position of “Director of Fandemonium” and would include a $100,000 signing bonus.  At first glance, this move seems to be a curious PR stunt that doesn’t make a lot of sense given the economic uncertainties.  But a closer look and I recall that in November, Monster announced a multi-year marketing deal with the NFL to become the league’s “Official Career Services Sponsor.”  It was also reported at the time that Monster would work with the NFL to create a year-long promotion that would kick-off at Super Bowl XLIII.  To me this ad is part of supporting Monster’s activation strategy for the partnership and makes a ton of sense.  I always preach sponsorship is useless if you are just putting your name on a billboard and you have to activate to resonate.  I give Monster credit – what better way to launch the year-long initiative then to let people know they could be the first “NFL Director of Fandemonium” during one of the most watched events of the year?  Although I would have wanted to have a message point on this to use when Fox Business questioned whether this was frivolous.

Bud Bowl I was another ad I mentioned in my previous blog entry on Super Bowl Advertising. Turns out, there were two finale’s that never aired (the first can be seen below)!  An equally better ending Grant Pace mentions when he lays it down in a  Q&A on Deadspin.  It would have been instant classic without a doubt – can anyone say Heidi Bowl?

Posted in Advertising, Sports Marketing, Super Bowl | Tagged: , , , , , , , , , , , , , | 1 Comment »