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SBD/Issue 73/Sponsorships, Advertising & Marketing
Orange Bowl: FedEx Debuts New Ads; Disney A Crowd-Pleaser
Published January 5, 2005
Title sponsor FedEx broke six new spots on ABC’s broadcast of the Orange Bowl last night. The half-dozen spots continue the “Relax, it’s FedEx” campaign from longtime agency BBDO, N.Y., which debuted in September ‘03. The new spots tout the company's core overnight delivery capabilities, along with its int’l, ground, FedEx Kinko’s and FedEx.com offerings. Competitor DHL had its array of signage at Pro Player Stadium covered up last night, in deference to the FedEx Orange Bowl entitlement (THE DAILY). In Chicago, Lewis Lazare writes the new series of FedEx spots “falls short of the inspired work seen” in BBDO’s recent FedEx spots (CHICAGO SUN-TIMES, 1/5).
SHIP IT: In L.A., T.J. Simers notes that USC shipped tickets for the FedEx Orange Bowl to their season-ticket holders via DHL (L.A. TIMES, 1/5). But Traveler VII, USC’s horse mascot, is being shipped home by FedEx. The horse’s trainer said it was coincidence (SEATTLE TIMES, 1/5).
DISNEY: As part of a campaign for the 50th anniversary of Disneyland, Disney gave away theme park tickets at the end of the third quarter to all attendees of last night’s game. When ABC returned from commercial to start the 4th quarter, Brad Nessler said, “During our commercial break Mickey Mouse finally revealed his big surprise, let’s take a look.” As the stadium PA announcer explained that fans received the tickets, ABC showed Mickey in the crowd at Pro Player Stadium. The PA announcer asked, “You just received a ticket to the biggest celebration in Disney history, what are you going to do next?” The crowd then shouted, “We’re going to Disneyland!” (“FedEx Orange Bowl,” ABC, 1/4). The AP noted that Disney plans to use the reactions from the crowd in its next “What’s Next?” commercial. Disney spokesperson Duncan Wardle: “It is the biggest giveaway ever for our company” (AP, 1/4). The tickets are valid at any of Disney's worldwide theme parks. The company began the global ad campaign for the 50th anniversary with an ad during the Tournament of Roses Parade, where Mickey served as grand marshal (ORLANDO SENTINEL, 1/5).
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Around Auburn’s Perfect Season
APPAREL: In Ft. Lauderdale, Richardson & Gorten report the Collegiate Licensing Company “scoured South Florida for unlicensed Orange Bowl merchandise.” CLC Senior VP & General Counsel Bruce Siegal said the company found “a couple hundred” items on South Beach and at Pro Player stadium prior to the game (SUN-SENTINEL, 1/5). KNIGHT RIDDER’s Christa Turner reports that immediately after Monday night’s Sugar Bowl, “there were T-shirts available touting Auburn as the national champions. Official Auburn merchandise celebrating the 13-0 season could be found soon” on www.auburntigersshop.com (KNIGHT RIDDER, 1/5).