From Sports Business Daily...
Adidas Launching New Star Wars-Themed World Cup Spot Saturday
Adidas has "hijacked the cantina scene from the original 1977 Star Wars for its lavish World Cup advertisement," splicing stars including Galaxy MF David Beckham, musician Noel Gallagher and a "light saber-wielding Snoop Dogg into footage featuring Han Solo and Obi-Wan Kenobi," according to Mark Sweney of the GUARDIAN.
The commercial, via Sid Lee, Amsterdam, "will launch on TV during" Saturday's U.S.-England match on ITV1. The ad promotes the Adidas Originals brand and is "being seeded online ahead of its TV debut."
Adidas "had to seek permission from George Lucas's Lucasfilm for the rights to re-edit the Mos Eisley Cantina scene."
Watch the video...
After watching the short video, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your overall impressions of the video. Relate your thoughts to "marketing" the World Cup. Does the commercial support the marketing efforts of the World Cup? How about Adidas? Be specific with your thoughts. In paragraph # 2, give your opinions on the overall marketing efforts of the World Cup. Are they doing a good job? Why or why not? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Tuesday, June 8, 2010
Block 1: Sports & Entertainment Marketing Blog Entry # 14 (25 points)
From Sports Business Daily...
Adidas Launching New Star Wars-Themed World Cup Spot Saturday
Adidas has "hijacked the cantina scene from the original 1977 Star Wars for its lavish World Cup advertisement," splicing stars including Galaxy MF David Beckham, musician Noel Gallagher and a "light saber-wielding Snoop Dogg into footage featuring Han Solo and Obi-Wan Kenobi," according to Mark Sweney of the GUARDIAN.
The commercial, via Sid Lee, Amsterdam, "will launch on TV during" Saturday's U.S.-England match on ITV1. The ad promotes the Adidas Originals brand and is "being seeded online ahead of its TV debut." Adidas "had to seek permission from George Lucas's Lucasfilm for the rights to re-edit the Mos Eisley Cantina scene."
Watch the video...
After watching the short video, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your overall impressions of the video. Relate your thoughts to "marketing" the World Cup. Does the commercial support the marketing efforts of the World Cup? How about Adidas? Be specific with your thoughts. In paragraph # 2, give your opinions on the overall marketing efforts of the World Cup. Are they doing a good job? Why or why not? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Adidas Launching New Star Wars-Themed World Cup Spot Saturday
Adidas has "hijacked the cantina scene from the original 1977 Star Wars for its lavish World Cup advertisement," splicing stars including Galaxy MF David Beckham, musician Noel Gallagher and a "light saber-wielding Snoop Dogg into footage featuring Han Solo and Obi-Wan Kenobi," according to Mark Sweney of the GUARDIAN.
The commercial, via Sid Lee, Amsterdam, "will launch on TV during" Saturday's U.S.-England match on ITV1. The ad promotes the Adidas Originals brand and is "being seeded online ahead of its TV debut." Adidas "had to seek permission from George Lucas's Lucasfilm for the rights to re-edit the Mos Eisley Cantina scene."
Watch the video...
After watching the short video, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your overall impressions of the video. Relate your thoughts to "marketing" the World Cup. Does the commercial support the marketing efforts of the World Cup? How about Adidas? Be specific with your thoughts. In paragraph # 2, give your opinions on the overall marketing efforts of the World Cup. Are they doing a good job? Why or why not? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Thursday, June 3, 2010
Block 3: Advanced Sports & Entertainment Marketing Blog Entry # 13 (25 points)
http://www.cnbc.com/id/15840232?video=1506682360&play=1
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, give your thoughts on the sporting goods industry as a whole. While the video claims store sales are rising and there are great deals to be had, what are you noticing when you visit a sporting goods store? Be specific with your thoughts. In paragraph # 2, write about a sporting goods retailer you feel does the best job marketing itself. What do they do well? What could they do better? Do you have a favorite? Why? Be specific with your thoughts. Please sign your name to the bottom of the blog entry.
Wednesday, June 2, 2010
Block 2: Sports & Entertainment Marketing Blog Entry # 14 (25 points)
From Darrren Rovel, CNBC Sports Business Reporter
Crons Enters Nutrition Space
Upstart apparel brands don't usually see sports nutrition as a natural brand extension.
Unless you're Pat Cavanaugh, that is.
The former Pitt point guard who is chief executive of Crons, a team apparel manufacturer, has a brother who is an executive at GNC and a mother who is a nutritionist.
And while the company's core business of making uniforms will remain its bread and butter, Cavanaugh says that he thinks his protein bar business could be a $1 million business in 2011 —a bold prediction for a company that did roughly $2 million in sales last year.
Continue to read the rest of the article.
http://www.cnbc.com/id/37333036
In a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss how you feel about Cron's chances of being successful with the Come Ready Performance Protein Bars. Good, not good? Why? Do they seem to have an edge on other companies like Power Bar? Why or why not? Be specific with your thoughts. In paragraph # 2, talk about the nutrition bar that you feel does the best job of marketing itself. What do they do so well? Do you feel there are any others that have been gaining ground and are on the rise? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Upstart apparel brands don't usually see sports nutrition as a natural brand extension.
Unless you're Pat Cavanaugh, that is.
The former Pitt point guard who is chief executive of Crons, a team apparel manufacturer, has a brother who is an executive at GNC and a mother who is a nutritionist.
And while the company's core business of making uniforms will remain its bread and butter, Cavanaugh says that he thinks his protein bar business could be a $1 million business in 2011 —a bold prediction for a company that did roughly $2 million in sales last year.
Continue to read the rest of the article.
http://www.cnbc.com/id/37333036
In a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss how you feel about Cron's chances of being successful with the Come Ready Performance Protein Bars. Good, not good? Why? Do they seem to have an edge on other companies like Power Bar? Why or why not? Be specific with your thoughts. In paragraph # 2, talk about the nutrition bar that you feel does the best job of marketing itself. What do they do so well? Do you feel there are any others that have been gaining ground and are on the rise? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block 1: Sports & Entertainment Marketing Blog Entry # 14 (25 points)
From Darrren Rovel, CNBC Sports Business Reporter
Crons Enters Nutrition Space
Upstart apparel brands don't usually see sports nutrition as a natural brand extension.
Unless you're Pat Cavanaugh, that is.
The former Pitt point guard who is chief executive of Crons, a team apparel manufacturer, has a brother who is an executive at GNC and a mother who is a nutritionist.
And while the company's core business of making uniforms will remain its bread and butter, Cavanaugh says that he thinks his protein bar business could be a $1 million business in 2011 —a bold prediction for a company that did roughly $2 million in sales last year.
Continue to read the rest of the article.
http://www.cnbc.com/id/37333036
In a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss how you feel about Cron's chances of being successful with the Come Ready Performance Protein Bars. Good, not good? Why? Do they seem to have an edge on other companies like Power Bar? Why or why not? Be specific with your thoughts. In paragraph # 2, talk about the nutrition bar that you feel does the best job of marketing itself. What do they do so well? Do you feel there are any others that have been gaining ground and are on the rise? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Upstart apparel brands don't usually see sports nutrition as a natural brand extension.
Unless you're Pat Cavanaugh, that is.
The former Pitt point guard who is chief executive of Crons, a team apparel manufacturer, has a brother who is an executive at GNC and a mother who is a nutritionist.
And while the company's core business of making uniforms will remain its bread and butter, Cavanaugh says that he thinks his protein bar business could be a $1 million business in 2011 —a bold prediction for a company that did roughly $2 million in sales last year.
Continue to read the rest of the article.
http://www.cnbc.com/id/37333036
In a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss how you feel about Cron's chances of being successful with the Come Ready Performance Protein Bars. Good, not good? Why? Do they seem to have an edge on other companies like Power Bar? Why or why not? Be specific with your thoughts. In paragraph # 2, talk about the nutrition bar that you feel does the best job of marketing itself. What do they do so well? Do you feel there are any others that have been gaining ground and are on the rise? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Thursday, May 27, 2010
Block # 3: Advanced Sports & Entertainment Marketing Blog Entry # 12 (25 points)
From Darren Rovel, Sports Business Reporter CNBC...
Athlete Social Media Value Could Be Realized Through Retail
In the late 90s, a company called Broadband Sports was signing athletes to Web site deals, with the idea being to empower the athlete to take control of their own brands by disseminating their own news and selling their own merchandise.
But, in the end, athletes weren’t really on board with writing about themselves frequently enough for fans to make their sites worthwhile destinations and the retail space never was fully developed.
Fast forward to today where a combination of factors have led to many athletes controlling the flow of their information more than ever before.
Social media sites like Facebook and Twitter have not only made it easier to put information out — full blogs need not apply anymore. But the athletes themselves are more into technology and understand the importance of connecting with their fan base virtually more than the last generation of athletes ever did.
Read the rest of the article.
http://www.cnbc.com/id/37362985
Now that you have read the article, next, check out the Lineage Interactive website. Make sure to look at the video. You may also want to browse and check out the careers section.
http://lineageinteractive.com/
In a two-paragraph response (a minimum of five sentences for each paragraph), answer the following questions. In paragraph # 1, discuss your thoughts about Lineage and their corporate mission statement "...to develop lifelong partnerships with clients that have the talent, ambition and vision to create a sustainable, meaningful brand. Our boutique approach to management helps clients operate at a high level in multiple fields.” What do you think about this new strategy of maximizing athlete's marketing potential? Be specific with your thoughts. In paragraph # 2, talk about your favorite athlete and his/her possibilities with a company like Lineage Interactive. If you were Mr. Rodriguez, how would you attempt to maximize the athlete's marketing potential? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
In the late 90s, a company called Broadband Sports was signing athletes to Web site deals, with the idea being to empower the athlete to take control of their own brands by disseminating their own news and selling their own merchandise.
But, in the end, athletes weren’t really on board with writing about themselves frequently enough for fans to make their sites worthwhile destinations and the retail space never was fully developed.
Fast forward to today where a combination of factors have led to many athletes controlling the flow of their information more than ever before.
Social media sites like Facebook and Twitter have not only made it easier to put information out — full blogs need not apply anymore. But the athletes themselves are more into technology and understand the importance of connecting with their fan base virtually more than the last generation of athletes ever did.
Read the rest of the article.
http://www.cnbc.com/id/37362985
Now that you have read the article, next, check out the Lineage Interactive website. Make sure to look at the video. You may also want to browse and check out the careers section.
http://lineageinteractive.com/
In a two-paragraph response (a minimum of five sentences for each paragraph), answer the following questions. In paragraph # 1, discuss your thoughts about Lineage and their corporate mission statement "...to develop lifelong partnerships with clients that have the talent, ambition and vision to create a sustainable, meaningful brand. Our boutique approach to management helps clients operate at a high level in multiple fields.” What do you think about this new strategy of maximizing athlete's marketing potential? Be specific with your thoughts. In paragraph # 2, talk about your favorite athlete and his/her possibilities with a company like Lineage Interactive. If you were Mr. Rodriguez, how would you attempt to maximize the athlete's marketing potential? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Tuesday, May 25, 2010
Block 2: Sports & Entertainment Marketing Blog Entry # 13 (25 points)
From Advertisng Age...
Why Market Size Won't Matter for LeBron James' Endorsements
Signing With a Team Like New York Knicks Is Said to Do Nothing to Inflate MVP's Value
CHICAGO (AdAge.com) -- LeBron James may or may not sign with the New York Knicks this summer, but -- contrary to a much-asserted bit of conventional wisdom -- Madison Avenue isn't going to factor in the decision.
"You can make more money playing in New York by far than you can in Cleveland," reads New York magazine's desperate plea for the sought-after free agent's services.
Read the rest of the article.
http://adage.com/article?article_id=144037
After reading the full article, in a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your thoughts and opinion of the article. Do you think where LeBron James plays will have an affect on his endorsement opportunities? Yes or no? Why? Be specific with your thoughts. In paragraph # 2, give your opinions on endorsements. Why do you think some athletes or entertainers are more marketable than others? Do you feel that consumers really pay more attention to products that are associated with a celebrity endorsor? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Signing With a Team Like New York Knicks Is Said to Do Nothing to Inflate MVP's Value
CHICAGO (AdAge.com) -- LeBron James may or may not sign with the New York Knicks this summer, but -- contrary to a much-asserted bit of conventional wisdom -- Madison Avenue isn't going to factor in the decision.
"You can make more money playing in New York by far than you can in Cleveland," reads New York magazine's desperate plea for the sought-after free agent's services.
Read the rest of the article.
http://adage.com/article?article_id=144037
After reading the full article, in a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your thoughts and opinion of the article. Do you think where LeBron James plays will have an affect on his endorsement opportunities? Yes or no? Why? Be specific with your thoughts. In paragraph # 2, give your opinions on endorsements. Why do you think some athletes or entertainers are more marketable than others? Do you feel that consumers really pay more attention to products that are associated with a celebrity endorsor? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block 1: Sports & Entertainment Marketing Blog Entry # 13 (25 points)
From Advertisng Age...
Why Market Size Won't Matter for LeBron James' Endorsements
Signing With a Team Like New York Knicks Is Said to Do Nothing to Inflate MVP's Value
CHICAGO (AdAge.com) -- LeBron James may or may not sign with the New York Knicks this summer, but -- contrary to a much-asserted bit of conventional wisdom -- Madison Avenue isn't going to factor in the decision.
"You can make more money playing in New York by far than you can in Cleveland," reads New York magazine's desperate plea for the sought-after free agent's services.
Read the rest of the article.
http://adage.com/article?article_id=144037
After reading the full article, in a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your thoughts and opinion of the article. Do you think where LeBron James plays will have an affect on his endorsement opportunities? Yes or no? Why? Be specific with your thoughts. In paragraph # 2, give your opinions on endorsements. Why do you think some athletes or entertainers are more marketable than others? Do you feel that consumers really pay more attention to products that are associated with a celebrity endorsor? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry
Signing With a Team Like New York Knicks Is Said to Do Nothing to Inflate MVP's Value
CHICAGO (AdAge.com) -- LeBron James may or may not sign with the New York Knicks this summer, but -- contrary to a much-asserted bit of conventional wisdom -- Madison Avenue isn't going to factor in the decision.
"You can make more money playing in New York by far than you can in Cleveland," reads New York magazine's desperate plea for the sought-after free agent's services.
Read the rest of the article.
http://adage.com/article?article_id=144037
After reading the full article, in a two-paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, provide your thoughts and opinion of the article. Do you think where LeBron James plays will have an affect on his endorsement opportunities? Yes or no? Why? Be specific with your thoughts. In paragraph # 2, give your opinions on endorsements. Why do you think some athletes or entertainers are more marketable than others? Do you feel that consumers really pay more attention to products that are associated with a celebrity endorsor? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry
Monday, May 10, 2010
Block # 3: Advanced Sports & Entertainment Marketing Blog Entry # 10 (25 points)
by Darren Rovel, CNBC Sports Reporter
After a bad loss to the Los Angeles Galaxy, the Seattle Sounders said they’d refund their season ticket holders for the game because of how poorly the team played.
The idea reportedly came from a player, Steve Zakuani, who said that the fans shouldn’t have to pay. Remarkably, the Sounders soon announced that the game would in fact be refunded to the team’s 32,000 season ticket holders.
Read the rest of the article here.
http://www.cnbc.com/id/37063718
In a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, what are your general thoughts on this type of guarantee? If you were the owner of a sports franchise, would you support an idea like this? Why or why not? Be specific with your thoughts. In paragraph # 2, discuss which sport to you think think this policy would work best with? Why? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block # 2: Sports & Entertainment Marketing Blog Entry # 11 (25 points)
by Darren Rovel, CNBC Sports Reporter
After a bad loss to the Los Angeles Galaxy, the Seattle Sounders said they’d refund their season ticket holders for the game because of how poorly the team played.
The idea reportedly came from a player, Steve Zakuani, who said that the fans shouldn’t have to pay. Remarkably, the Sounders soon announced that the game would in fact be refunded to the team’s 32,000 season ticket holders.
Read the rest of the article here.
http://www.cnbc.com/id/37063718
In a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, what are your general thoughts on this type of guarantee? If you were the owner of a sports franchise, would you support an idea like this? Why or why not? Be specific with your thoughts. In paragraph # 2, discuss which sport to you think think this policy would work best with? Why? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block # 1: Sports & Entertainment Marketing Blog Entry # 12 (25 points)
By Darren Rovel, CNBC Sports Reporter
After a bad loss to the Los Angeles Galaxy, the Seattle Sounders said they’d refund their season ticket holders for the game because of how poorly the team played.
The idea reportedly came from a player, Steve Zakuani, who said that the fans shouldn’t have to pay. Remarkably, the Sounders soon announced that the game would in fact be refunded to the team’s 32,000 season ticket holders.
Read the rest of the article here.
http://www.cnbc.com/id/37063718
In a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, what are your general thoughts on this type of guarantee? If you were the owner of a sports franchise, would you support an idea like this? Why or why not? Be specific with your thoughts. In paragraph # 2, discuss which sport to you think think this policy would work best with? Why? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Wednesday, April 28, 2010
Block 1: Sports & Entertainment Marketing Blog Entry # 10 (25 points)
Lance Armstrong's life has been defined by his against all odds cancer battle and his seven consecutive Tour De France wins that boosted his profile not only as one of the greatest athletes of all time, but as the most identifiable person in the world in cancer's fight, both symbolically and financially.
Continue to read the rest of the article.
http://www.cnbc.com/id/36822988
After reading the article, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss your thoughts about the article and how Lance Armstrong is marketing himself professionally. In paragraph # 2, provide your thoughts about endorsement deals in general. Are they are good thing? A bad thing? Who benefits the most? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block 2: Sports & Entertainment Marketing Blog Entry # 10 (25 points)
Lance Armstrong's life has been defined by his against all odds cancer battle and his seven consecutive Tour De France wins that boosted his profile not only as one of the greatest athletes of all time, but as the most identifiable person in the world in cancer's fight, both symbolically and financially.
Continue to read the rest of the article.
http://www.cnbc.com/id/36822988
After reading the article, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss your thoughts about the article and how Lance Armstrong is marketing himself professionally. In paragraph # 2, provide your thoughts about endorsement deals in general. Are they are good thing? A bad thing? Who benefits the most? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block 3: Advanced Sports & Entertainment Marketing Blog Entry # 9 (25 points)
Craftsman Brand to Produce Officially Licensed Major League Baseball Tools, Storage Units and Lawn and Garden EquipmentNEW YORK, April 26 /PRNewswire-FirstCall/ --The Craftsman brand announced today that Major League Baseball Properties has added Craftsman to an already formidable lineup of companies providing Officially Licensed Products. The four-year deal allows Craftsman to feature the logos of Major League Baseball and its 30 Clubs on products including hand tools, power tools, tool storage and lawn and garden tools and equipment.
"Craftsman, Sears, and Baseball have been American icons for generations," said Howard Smith, Senior Vice President, Licensing, Major League Baseball. "The addition of Major League Baseball products from Craftsman is a perfect fit, and we know our fans will be excited by this unique relationship and the innovative way that we are able to offer branded products of the highest caliber."
"We're thrilled to be working with MLB and to introduce Major League Baseball-Craftsman products," said Kris Malkoski, Vice President and General Manager of the Craftsman brand for Sears Holdings. "We know that Craftsman consumers are very passionate about our brand in much the same way MLB fans are about 'their' teams, and the agreement with MLB is another way that Craftsman is bringing innovative products to our customers and their devout counterparts who are Major League Baseball fans. All of the tools and products alike will be permanently branded with the logos of Major League Baseball, providing all of the innovation, reliability and trust in your hands that is Craftsman." Malkoski added.
All Craftsman hand tools are backed by a lifetime warranty, which means from Spring Training to the Fall Classic and all throughout the off-season, you can turn to Craftsman to enjoy your team, at the top of its game, for a wide range of projects. It might be the only thing rival baseball fans can agree upon -- Craftsman tools are ready for any project season after season.
Whether you put them to the test, or keep a separate set in pristine condition to display your allegiance, these tools are sure to be a hit with collectors and project enthusiasts alike.
For more than 80 years, Craftsman hand tools, power tools, lawn and garden equipment and garage storage units have been at the center of innovative garages and workrooms across America. Craftsman was ranked as the most trusted tool brand in America in the 2008 Harris Interactive Equitrend Brand Study.
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss the benefits of this licensing deal for Craftsman and for Major League Baseball. In paragraph # 2, provide another example of licesing in sports and entertainment. Discuss the licensing deal you are familiar with and the benefits each of the organizations receive from the agreeement. Be specific with your thoughts.
Please sign you name to the bottom of you blog entry.
Wednesday, April 21, 2010
Block # 2: Sports & Entertainment Marketing Blog Entry # 9 (25 points)
From Brand Channel...
No more Mr. Nice Guy (Mouse).
Far away in a secret lair (corporate park, rather), Mickey Mouse is undergoing a massive regeneration. Feared to be seen as a corporate overlord rather than an adorable, fun-loving cartoon brand, Disney has ventured into the world of brand rejuvination and begun to liven up the Mouse for a new generation of children and consumers.
The new Mickey will be slowly unveiled. First glimse will be in the video game Epic Mickey for the Nintendo Wii, due out next year. As the New York Times describes it, the game will "show the character's darker side." Our new Mickey is multifaceted, and can be at times "cantankerous and cunning, as well as heroic, as he traverses a forbidding wasteland."
But executives at Disney are treading carefully, afraid to tinker with their $5 billion cash mouse. The industry agrees: "There’s a distinct risk of alienating your core consumer when you tweak a sacred character,” said Matt Britton, managing partner of brand consultancy Mr. Youth.
Not to worry: "Mickey is never going to be evil or go around killing people,” according to game developer Warren Spector.
Mickey's popularity in the United States has begun to wane. He's been crowded out of children's hearts by growing competition from Nickelodeon, Pixar, and Dreamworks characters and personalities. Executives consider the rebrand of Mickey's personality necessary to remain relevant in the marketplace.
The recent success of the dark children's tale Where The Wild Things Are may provide a roadmap for Disney, proving that multiple generations can embrace a timeless tale that at times, gets a little scary, but remains good.
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph #1, what do you think about Disney's ideas on rebranding Mickey Mouse? Should they keep their hands off of Mickey, or does future success depend on todays intervention? Be specific with your thoughts. In paragraph # 2, discuss the risks involved when a company decides to rebrand. List at least 2 risks and why they are risks? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block # 1: Sports & Entertainment Marketing Blog Entry # 9 (25 points)
From Brand Channel...
No more Mr. Nice Guy (Mouse).
Far away in a secret lair (corporate park, rather), Mickey Mouse is undergoing a massive regeneration. Feared to be seen as a corporate overlord rather than an adorable, fun-loving cartoon brand, Disney has ventured into the world of brand rejuvination and begun to liven up the Mouse for a new generation of children and consumers.
The new Mickey will be slowly unveiled. First glimse will be in the video game Epic Mickey for the Nintendo Wii, due out next year. As the New York Times describes it, the game will "show the character's darker side." Our new Mickey is multifaceted, and can be at times "cantankerous and cunning, as well as heroic, as he traverses a forbidding wasteland."
But executives at Disney are treading carefully, afraid to tinker with their $5 billion cash mouse. The industry agrees: "There’s a distinct risk of alienating your core consumer when you tweak a sacred character,” said Matt Britton, managing partner of brand consultancy Mr. Youth.
Not to worry: "Mickey is never going to be evil or go around killing people,” according to game developer Warren Spector.
Mickey's popularity in the United States has begun to wane. He's been crowded out of children's hearts by growing competition from Nickelodeon, Pixar, and Dreamworks characters and personalities. Executives consider the rebrand of Mickey's personality necessary to remain relevant in the marketplace.
The recent success of the dark children's tale Where The Wild Things Are may provide a roadmap for Disney, proving that multiple generations can embrace a timeless tale that at times, gets a little scary, but remains good.
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph #1, what do you think about Disney's ideas on rebranding Mickey Mouse? Should they keep their hands off of Mickey, or does future success depend on todays intervention? Be specific with your thoughts. In paragraph # 2, discuss the risks involved when a company decides to rebrand. List at least 2 risks and why they are risks? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Block # 3: Advanced Sports & Entertainment Marketing Blog Entry # 8 (25 points)
ORLANDO, Fla. (AP) — Tim Tebow's marketing power is already reaching its potential, even if his NFL future isn't quite so certain.
When Tebow strolled through a gym recently with a five-man entourage for an EA Sports video game photo session, the polarizing figure drew stares from people and clicks from cell-phone cameras. Toddlers jumped when he passed the day care center, nudging their noses against the windows. Even they seemed to recognize his appeal was something special.
Continue to read the rest of the article.
http://www.latimes.com/sports/football/nfl/wire/sns-ap-fbn-marketing-tebow,0,2981870,full.story
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss the attributes that you feel makes an athlete "marketable" and attractive to a company. In paragraph # 2, provide your thoughts on whether or not teams should draft a player based on marketing star power. If you were the owner of an NFL team, what would be your policy? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Monday, April 19, 2010
Sports & Entertainment Marketing Project Videos
Check them out! Great job everyone.
http://www.youtube.com/watch?v=JcbqqbMIBKU (NIKE Basketball Shoes)
http://www.youtube.com/watch?v=DAyfEGSJqfs (Record Label)
http://www.youtube.com/watch?v=9V1stCH7xN0 (STX)
http://www.youtube.com/watch?v=s-UoRHwxP_s (NIKE Assasins)
http://www.youtube.com/watch?v=vPbKqeAohN0 (Jordans)
http://www.youtube.com/watch?v=FaaGNFby_74 (Gatorade)
http://www.youtube.com/watch?v=AoF4COzaQHo (Very Fine Lemonade)
Wednesday, April 14, 2010
Nationals Park Field Trip (April 14th, 2010)
Here is the link for some pictures. More pictures to come...
http://picasaweb.google.com/ehsmktgteach/NationalsParkFieldTrip#
Tuesday, April 13, 2010
Block # 3: Sports & Entertainment Marketing Blog Entry # 7 (25 points)
It's Crunch Time for Brand -- and CEO D'Amore -- as Sports Drink Looks to Acrobats, Surfers to Reverse 15% Fall
The pressure is on Gatorade to perform this year, following a tough 2009 that had analysts, beverage industry watchers and the ad industry believing the granddaddy of sports drinks had lost its mojo.
Read the rest of the article:
http://adage.com/article?article_id=143217
After reading the article, in a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, what do you think about Gatorade shifting its advertsing campaign message? "While last year's campaign was focused on image, this year's push will need to focus on educating consumers about the changes to the product lineup". Be specific with your thoughts. In paragraph # 2, discuss your thoughts on Gatarade's effort to attract teens to their products. Being a teenager, are they going about it in right way? Do you think they will be successful in their marketing efforts? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Subscribe to:
Posts (Atom)
