SBD/Issue 93/Sponsorships, Advertising & Marketing

Infiniti To Activate Around College Hoops Games On ESPN, CBS

Infiniti M Sedan Will Get Its First Advertising In
Spot To Air During Championship-Game Tipoff
Infiniti is "launching a multiplatform campaign in support of its new line of luxury sedans, activating a full court press that includes buys in ESPN's college basketball telecasts and throughout CBS' March Madness coverage," according to Anthony Crupi of MEDIAWEEK. As part of the campaign, via TBWA/Chiat/Day, the automaker is "sponsoring a new pre-game feature on ESPN." The "Infiniti College Basketball Tip-Off" will air immediately before eight games, "including seven Saturday prime-time games" and one Tuesday night game. Crupi noted each Tip-Off show will feature "interviews with head coaches ... with an eye toward giving fans a better sense of the role that inspiration plays in securing victory." A "supplemental 'Inspiring Coaches' spotlight series will be available on ESPN.com and ESPN Mobile, immediately prior to each Infiniti-sponsored game," which will feature Q&As with 15 college coaches hosted by ESPN's Andy Katz. Infiniti also will buy time during CBS' broadcast of the NCAA men's basketball tournament, "ensuring it will be in position to reach its target demo" of males ages 35-45 with a household income of $110,000-plus. Crupi noted Infiniti's creative will "shift to the 2011 Infiniti M sedan, a $48,000 four-door set to hit dealerships in the spring" on the night of the national championship game (MEDIAWEEK.com, 1/25). Infiniti said that the Infiniti M sedan will "get its first advertising in a spot to air during the championship-game tipoff" (MARKETING DAILY, 1/27 issue).

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