Sprint Dropping NASCAR Title Sponsorship After '16 Univ. Of Miami Could End Nike Deal New Nike Campaign Features LeBron's "Heroes" Comic Book Makes Superhero Merch With QBs Patrick Brought On As Face Of Chicago Area Hospital ASU Sold Adidas On Future Vision QuikTrip Promoting Nonprofit With NASCAR Deal Rihanna Becomes Puma's New Creative Director Daytona Int'l Speedway Partners With UNOH UA Expected To Announce Deal With Murray
SBD/May 23, 2012/Marketing and Sponsorship
David Beckham Stars In Samsung's Olympic Ad For Galaxy Note Smartphone
Published May 23, 2012
GET YOUR SPRINT ON: MARKETING magazine’s Matthew Chapman reported Microsoft is “aiming to capitalise on summer sporting events such as the Olympics and Euro 2012 with a marketing campaign for its Xbox console featuring Chelsea footballers and a mass-participation 100 metre sprint.” The “Summer of Sports” campaign, run “in partnership with the Right To Play charity, will focus on an attempt to secure the Guinness World Record for the world’s largest simultaneous 100 metre sprint” on either June 16 or 17. A series of ads “on platforms including Xbox Live and MSN will encourage consumers in Europe, the Middle East and Africa to take part.” The push will also “include videos starring Champions League-winning Chelsea stars Didier Drogba, Michael Essien, Petr Cech and Fernando Torres” (MARKETINGMAGAZINE.co.uk, 5/22).