Sportsmarketingguy's Blog

Is it just noise or does it connect and move the needle

Posts Tagged ‘Tampa Bay Buccaneers’

Super Bowl Scene

Posted by sportsmarketingguy on January 29, 2009

Day 3 at the Super Bowl is underway and the rest of the week will be crunch time with 2 media tours and the Donruss Pop Warner Classic on Saturday featuring former NFL Players Vinny Testaverde, Steve DeBerg and Dave Moore. This year we have a huge presence with the NFL Host City Team, Tampa Bay Buccaneers stepping up to support the effort.  It will be very cool.

Now on to Super Bowl…

Super Bowl Atmosphere: I spent the last two days in the NFL Media Center and bumped into some former colleagues and producer friends.  Overall it feels different and I don’t know whether we can attribute that to the economy, state of the media as less stations seem to be down here or if it is just an overall lack of excitement for this year’s game?  There definitely are some big sports radio stations from around the country missing.  If WFAN is here, I can’t seem to find them.  There is no Boston sports radio, which is a surprise to me and makes me wonder – does ESPN Boston have an advantage over WEEI because it airs a majority of ESPN national shows including Mike & Mike, and The Herd with Colin Cowherd, as well as others that are broadcasting from Tampa? I know where I would be tuning in.

There are less athletes and non-football personalities that have made their way through the Media Center.

NFL Experience: Tuesday night I hit the NFL Experience to scope out the scene and hang with the Donruss guys.  As the “Official Trading Card Sponsor of the NFL Experience,” they have put together a great space.  They just released an amazing new set that is part of their National Treasures line called 2008 Playoff National Treasures Football that sells for a cool $500 a pack.  It’s HOT.

What’s Up Next: A media tour with 1987 Heisman Trophy Winner and Oakland Raiders Legend Tim Brown today to discuss a program to battle childhood obesity and keeping kids active by participating in sports like Pop Warner. Interviews include Sirius Sports Radio, ESPN.com, Yahoo Sports! and NFL Network.

NFLPA Party – Always fun, but should be interesting given it is the first since the passing of Gene Upshaw and considering a successor should be announced in the next three months – a story that I think will be one of the biggest sports business stories in 2009.  On the eve of the party, the NFLPA lost a major appeal that means they will have to pay retired NFLers $28.1 M in royalties and licensing agreements including the most visible one with EA Sports, Bloomberg News has the background on that. The NFLPA also holds it State of the Union press conference today and William Rhoden of the NY Times does a good job looking into the mindset of the players as they search for a new leader after two decades.

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Super Bowl Ads Worth The $$$ To Reach Consumers

Posted by sportsmarketingguy on January 26, 2009

Each year millions gather around big screen TVs to watch the Super Bowl, never caring or knowing who is playing in the game. Friends go silent when there is a timeout, in anticipation of Super Bowl ads. Past history has produced some memorable spots – Coke’s Mean Joe Green ad
Reebok’s Office Linebacker: Terry Tate and of course the Original Bud Bowl with Bob Costas announcing – Budweiser went on to defeat Bud Light 27-24 and launched a whole series of spots that became a part of Super Bowl lore. A special shout out to my boss Grant Pace who wrote the first Bud Bowl ads, the only thing better was the finale that never aired (maybe I’ll post that later this week).

Even in a down economy and with :30 second spots going for a reported $3M according to Aaron Smith at CNN.com, the game represents the best chance for brands and their agencies to shine and reach a mass audience when they won’t be fast-forwarding their DVRs. According to the Neilsen Company 97.5 million watched last year’s game.

Brian Steinberg of Advertising Age does a good job highlighting the newcomers and what’s at stake for this year’s Super Bowl advertisers in Saturday’s Boston Globe .

It’s safe to say we won’t see a lot of brands just blowing their money for a good laugh or spots designed to win the USA Today Ad Meter the following day. Smart brands will take the opportunity to reinforce what they stand for and how they can help consumers in these challenging times.

The return of Monster.com will be an interesting play and I’ll be curious to see the tone they take given the number of U.S. workers looking for jobs. E-Trade is a curious play given the financial crisis and stock market volatility – I give them credit for stepping up and am interested in seeing how they plan to execute their supported “internet initiatives” which are supposed to include executions on Facebook, YouTube and Twitter. Equally curious is Cars.com’s participation with a :60 second spot.

I don’t know if we will see any ads that will make Super Bowl history, but the ads I will be looking out for include GE’s ad featuring the Scarecrow from The Wizard of Oz, Pepsi’s 3-D ad for SOBE Lifewater, and the winning Doritos user-generated commercial that was part of its “Crash The Super Bowl Contest’ that garnered more than 2,000 contestants – the best part of that contest is if the winner gets the #1 rated position in USA Today’s Ad Meter the following day they’ll win a $1 million bonus prize. Who knows maybe there is a Don Draper out there waiting to be found.

Mad Men's Don Draper

Mad Men's Don Draper

Honestly, as a PR/marketing guy you have to love brands that are willing to build platforms to interact with consumers & support their investment in a Super Bowl ad rather than just blowing money to be a part of the Big Game. Stay tuned as we are bound to see some of the spots coming out this week.

I’ll be heading down to the Super Bowl on Tuesday for an event we created, the Donruss Pop Warner Classic that will include several former Tampa Bay Buccaneers players and will be sure to shed some light on the scene and all the other things happening in Tampa.

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