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Volvo Trucks of N.A. and Mail Boxes Etc. have created contests tied to their lone ads during NBC's Super Bowl XXXII telecast "in hopes of protecting their investment," according to the AP's Skip Wollenberg. Volvo has collected more than 12,000 entries in a contest for a $120,000 truck. Its Super Bowl spot features a message that will inform 25 entrants that they remain in the running for the top prize. Mail Boxes Etc. has gotten more than 3,500 small-business owners to explain in 100 words or less why they should be featured in its Super Bowl commercial. DeWitt Media's Bob Flood: "If you have a limited budget, it makes sense to build some sort of grassroots way to increase interest in your Super Bowl ad." Wollenberg reports that Volvo has Super Bowl parties planned at 40 truck stops and figures that "at least half of its intended audience will be watching." Volvo is spending a total of $3M for the promo and its Super Bowl ad (AP/FT. WORTH STAR-TELEGRAM, 12/9).
CT-based Clarion Performance Properties "has been forced" to resign Sprint, its largest account, because of a conflict with parent agency DMB&B's client, Southwestern Bell, according to Terry Lefton of BRANDWEEK. Clarion has handled Sprint's event marketing for "around" five years, including its NFL and World Cup sponsorships. But "concerns about the developing marketing wars" between local and long distance telecom companies caused SW Bell "to exert pressure" through DMB&B for Clarion to resign the $1M account. Lefton notes the "prime beneficiary of Clarion's misfortune" is MO-based Marketing Associates Int'l, who has handled Sprint's local marketing, and now adds its postseason and Super Bowl business (BRANDWEEK, 12/8 issue). BUCS STOP HERE: adidas has inked a three-year licensing deal with the NFL that will see its shoes on NFL fields starting next season. adidas, which will supply apparel to the Bucs next season, is also expected to sign "as many as" five additional NFL endorsers to add to Eddie George and Keyshawn Johnson (BRANDWEEK, 12/8 issue). NOTES: IL-based Halo products has added stair signage at the Charlotte Coliseum, Reunion Arena and the L.A. Sports Arena. Halo now has signage in 16 major league sports venues....True Value "is ready to drop kick" its three-year- old NFL corporate sponsorship, which expires in March. Ace Hardware "is a likely successor"....NY-based Momentum Partners is the exclusive worldwide licensing agent for figure skater Michelle Kwan (Terry Lefton, BRANDWEEK, 12/8).
Celtics President/coach Rick Pitino has signed a five- year personal services contract with Citizens Bank, according to an AP report in the BOSTON GLOBE. Financial terms were not disclosed. Pitino will be featured in print and broadcast ads, participate in community service and customer events for Citizens, which is already the Celtics official bank sponsor (AP/BOSTON GLOBE, 12/9).
ADVERTISING: U.S. ad spending is expected to see a "strong boost" from the Winter Olympics in '98, and a 6.2% increase to $198.4B is anticipated for next year. Cable TV advertising is expected to grow 13% to $5.96B. CBS Exec VP/Marketing & Research David Poltrack expects the Olympics will account for 3-4% of an expected 9% overall rise in ad revenue for CBS (Wayne Friedman, HOLLYWOOD REPORTER, 12/9).. ..In N.Y., Richard Sandomir notes in his "conflict-of- interest" update that NBC's Ahmad Rashad and ESPN's Roy Firestone are appearing in a Hanes underwear spot with Michael Jordan. Sandomir writes that ESPN's Firestone "should have known better" (N.Y. TIMES, 12/9). NOTES: Little Caesars is selling replicas of the Red Wings Stanley Cup Championship ring for $2.99 with a pizza purchase, $3.99 without, at all its MI restaurants and Kmart Kcafe locations that feature Little Caesars. The rings will be available until all 300,000 are sold (DETROIT FREE PRESS, 12/8)....Inline street skater Ryan Jacklone has selected NY- based Park Avenue Productions to represent him for all marketing and promotional packages. Jacklone currently has deals with K2, Pawn, FR, Bones, Protech and G13 (PAP).
NY-based Partners & Shevack has been selected to handle the first-ever Professional Bowlers Association (PBA) advertising campaign. Billings were not disclosed. The agency will create an image campaign to coincide with the PBA's move to CBS and the new TV spots will be telecast in mid-April during CBS' PBA Tour coverage and on ESPN throughout the year. The campaign will also include a print element. Partners & Shevack will handle all aspects of the ad campaign and its implementation (Partners & Shevack).
THE DAILY continues its feature on the shoes worn by NBA players. As of Friday, November 28, 75 players wore Reeboks. The following charts player, model and size, listed alphabetically by model. NOTE: Information on Horacio Llamas, Charles Smith, Chris Morris, Ronnie Grandison and John Thomas was unavailable (THE DAILY).
Allen Iverson Answer11 Ernest Hall School U.10.5 Dana Barros Masher9 Eric Leckner School U.17 Sam Cassell Masher13 God Shammgod School U.12.5 Clyde Drexler Masher14.5 Walt Williams School U.16 Mario Elie Masher14 Dee Brown S.T.T.14 Chris Gatling Masher13.5 Tyrone Hill S.T.T.15.5 Eddie Johnson Masher15 Glenn Robinson S.T.T.15 Dennis Scott Masher16 Keith Askins Thunder14.5 Mark Jackson Ragin14 Cha. Billups Thunder13.5 Shandon Anderson Ragin II14 Duane Causwell Thunder18 Bimbo Coles Ragin II12 Cedric Ceballos Thunder15 James Cotton Ragin II12 Rand. Childress Thunder15 John Crotty Ragin II13 Derrick Coleman Thunder18 Mike Curry Ragin II17 Bill Curley Thunder15 Terry Davis Ragin II16.5 Dale Davis Thunder18 Andrew DeClerq Ragin II15 Howard Eisley Thunder14 Jamie Feick Ragin II17 Nick Van Exel Thunder13 Duane Ferrell Ragin II14.5 A.C. Green Thunder17 Dean Garrett Ragin II16 Alan Henderson Thunder17 Aaron McKie Ragin II14 Bobby Hurley Thunder10.5 Eric Montross Ragin II18.5 Avery Johnson Thunder11.5 Doug Overton Ragin II13.5 Joe Kleine Thunder16.5 Sam Perkins Ragin II16 Voshon Lenard Thunder13 Eric Piatkowski Ragin II13.5 Lamond Murray Thunder15 Dickey Simpkins Ragin II16 Vinny Del Negro Thunder11.5 Eric Snow Ragin II13.5 Robert Pack Thunder12.5 Derek Strong Ragin II16 Bobby Phills Thunder13.5 David Wesley Ragin II10.5 E. Recasner Thunder12 George Zidek Ragin II16 Brian Shaw Thunder14 Kenny Anderson Reignman II10.5 Steve Smith Thunder14 Shawn Kemp Reignman II15 Kebu Stewart Thunder16 Vitaly Potapenko Reignman II17 Kurt Thomas Thunder17 Bobby Sura Reignman II13.5 Otis Thorpe Thunder15 Shaquille O'Neal Reflection22 Chris Whitney Thunder11 Yinka Dare S chool U.16 Herb Williams Thunder17.5