SBD/Issue 73/Sponsorships, Advertising & Marketing
Discover Offering Card Members Access To Orange Bowl Events
Published December 28, 2010
Orange Bowl Committee COO Michael Saks said that Discover is "tailoring programs to consumers" as part of its activation plans for the Jan. 3 Stanford-Virginia Tech Discover Orange Bowl, according to Sarah Talalay of the South Florida SUN-SENTINEL. Discover is in its first year as title sponsor of the bowl after replacing FedEx, "which earlier this year said it was not renewing after 21 years." Discover's "focus has been on offering its card members, who are also football fans, a chance to use Discover's cash-back bonus to purchase tickets" to the game. The tickets also "provide free admission to the Game Day Fan Zone, which otherwise costs $20 and includes entertainment and a chance to get your photo taken with the Orange Bowl trophy." All Discover card members, "even those who didn't buy tickets through Discover, will get entry to a special tailgate party at the stadium before the game." Discover Dir of Advertising Jennifer Murillo noted that some card members "have been invited to a rehearsal of the game's halftime performer, the Goo Goo Dolls, on Jan. 2." Murillo added that the game's new logo, which features Discover, is "printed on tickets and will be on key cards at hotels across South Florida." Talalay noted Discover "has put up electronic billboards advertising the game." Murillo "would not reveal how many card members the company has or how many have taken advantage of the Orange Bowl offers," but Saks said that "3,000 to 4,000 people are expected at the Discover Tailgate" (South Florida SUN-SENTINEL, 12/24).
DRAWING UP GAME PLANS: Taco Bell has launched a "Touchdown $5 Buck Box" in conjunction with its agreements with ESPN and the BCS. The college football-themed box includes marks from ESPN and each of the five BCS bowl games. ESPN will feature Taco Bell in its first "virtual billboard" on "SportsCenter" this week and next week, and the net will show Taco Bell integrated features on its BCS pregame coverage. Additionally, Taco Bell at the Tostitos Fiesta Bowl and Tostitos BCS National Championship Game will stage a skills competition called the QB Scramble. Chicago-based Intersport manages and executes Taco Bell's on-site BCS activation. Meanwhile, Hyundai will debut its national marketing campaign behind the '11 Sonata Hybrid during CBS' broadcast of Friday's Notre Dame-Miami Hyundai Sun Bowl. Hyundai Motor America's agency of record, Innocean Worldwide Americas, developed the campaign. Hyundai's title sponsorship of the game includes eight 30-second TV spots (THE DAILY).