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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Wednesday
Mar182015

AT&T Goes Old School With Shaq, Dr. J, Laettner In New March Madness Marketing

By Barry Janoff

March 17, 2015: If you are going into battle, even on the marketing landscape, it doesn't hurt to have proven warriors on your side.

AT&T, an official Corporate Champion partner of the NCAA, is revisiting its strategy of using basketball legends in marketing by featuring four of them to support the company's presence as a major player during March Madness and to tout its message of having the "strongest 4G LTE signal."

The four men all played in the NBA following stellar roles in past NCAA Tournaments:  Shaquille O'Neal (LSU 1989-92), Julius Erving (Massachusetts 1968-71), Clyde Drexler (Houston 1980-83) and Christian Laettner (Duke 1988-92).

Two years ago, an AT&T spot featured hoops legends Kareem Abdul-Jabbar, Bill Russell, Larry Bird and Earvin "Magic" Johnson, each of whom starred in college before going on to NBA Hall of Fame careers.

AT&T's multi-media campaign is anchored by a series of humorous spots in which the four icons bring their experiences and historical perspectives to the current games they are watching on TV, covering such issues as brackets, nicknames, upsets and Cinderella teams.

The campaign will also include and support such AT&T platforms as the U-Verse app, which enables people to watch live NCAA March Madness games on their TV, computer, tablet  or smartphone.

A stand-alone integrated campaign, "Where Will You Be?" includes a TV spot, "Beyond Madness," which shows that you don't have to miss history — here, a No. 16 seed finally beating a No. 1 seed (vaguely hinted to be Kentucky) — thanks to the U-verse app.

AT&T's presence during Final Four weekend in Indianapolis (April 3-6), where the Final Four and Championship Game will be played in Lucas Oil Stadium, includes on-site ads, activations and as presenting sponsor of the March Madness Music Fest, (along with co-Corporate Champions Coca-Cola and Capital One), which includes the AT&T Block Party.

This year's campaign follows spots from the 2014 Tournament that featured techies Charlie and Frank, who worked 24/7 to improve AT&T networks, links and other applications to help connect fans with the games.

AT&T has been an official partner of the NCAA since 2007. Between 2005-2014, 279 different marketers totaled some $7.5 billion worth of national TV ad expenditures, according to marketing and research firm Kantar Media, New York.
 
The Top Ten spenders since 2004: General Motors ($83.2 million), AT&T ($61.9 million), Coca-Cola ($41.7 million), Anheuser-Busch ($41.6 million), Capital One ($41.2 million), Samsung ($31.8 million), Southwest Airlines ($31.5 million), Volkswagen ($29.3 million), Allstate ($28.5 million) and Unilever ($27.7 million).

Since 2004, the top two categories in terms of marketing spend are automotive ($216.9 million, 19.1% of total spend) and telecommunications ($128.5 million, 11.3%), led by AT&T, Dish and Sprint.

Media exposure to NCAA corporate partners reached a record $112.8 million in 2014 from such elements as in-arena signage, on-air graphics and verbal mentions and fan and experiential activations. Capital One led here with $29 million in media exposure, followed by AT&T ($23 million), aided by having the 2014 Final Four and Championship Game played in AT&T Stadium in North Texas.

Spend for a 30-second spot is expected to set a new record during Final Four games on Turner Broadcasting's TBS and the Championship Game on CBS. The average price of a 30-second spot during the 2014 Championship Game was a record $1.5 million, a 5% increase over 2013 ($1.42 million), according to Kantar.

TV spots are from BBDO Worldwide siblings BBDO NY and BBDO Atlanta.

In "Strong Nickname," the discussion of how players got their nicknames leads to Shaq, not so light on his feet but still jiggy with the moves, demonstrating the origin of his nickname "The Big Dance."

In "Strong Team," the legends agree that the strongest teams geret to cut down the nets. But Laettner, who is lounging on a hammock, adds that you can't just rest on your laurels, even though, as he says somewhat smugly, "I literally made this hammock out of laurels so that I could rest on them." He then explains as he points to spots on the mesh-laced hammock, "This is the '91 championship net, this is the '92 championship net, these red, white and blue ones are from my backyard when I was a kid." The others silently agree that, as the recent biopic on ESPN related, I Hate Christian Laettner.

"Bracket Curls" finds Drexler curling a weight made in the shape of March Madness brackets.

"Upset" sees the guys talking about underdogs coming through in clutch times, which leads Shaq to state that during the Tournament you should follow the Cinderella team, which he illustrates with a glass slipper and by making a noise like a clopping horse, much to the dismay of the others.

The spot for U-verse, "Beyond Madness," encourages people to get the app so that even if they are away from their TV they won't miss history, as in this commercial when a No. 16 seed defeats a No. 1 seed for the first time in NCAA Tournament history — with the losing team looking a lot like Kentucky.

How AT&T Got $46M In Media Value From OSU Title Game

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