SBD/6/Sponsorships Advertising Marketing

HAS THE BELL RUNG FOR A TREND OF TEASER ADS?

     The "teaser" ad campaign by Taco Bell featuring Shaquille
O'Neal and Hakeem Olajuwon is profiled by Dottie Enrico of USA
TODAY.  Teaser ads "are now the marketing gimmick of choice for
new fast-food products and car introductions."  Taco Bell's Jerry
Gremaglia said they have "never done much in the sports marketing
area, but we certainly think we've become bigger players because
of our deal with Shaq and Hakeem."  Taco Bell also ran teaser ads
for their "Border Lights" during the Super Bowl, and that
"campaign's success encouraged Taco Bell to use teasers to
launch" their new product, "the Double Decker" that comes with a
hard corn shell wrapped by a soft tortilla shell.  The first Taco
Bell ads in the $25M campaign featuring the two stars will begin
Saturday (USA TODAY, 7/6).
     MO' MONEY, MO' MONEY:  O'Neal and Olajuwon "are mulling a
pay-per-view event where" the two would play each other one-on-
one.  O'Neal's agent, Leonard Armato, said the event is a
"possibility" (Dottie Enrico, USA TODAY, 7/6).
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