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SBD/December 20, 2012/Marketing and Sponsorship
Published December 20, 2012
CURB APPEAL: Mercedes-Benz USA President & CEO Steve Cannon said that “you can't just play a normal ad of a car in the Super Bowl.” ESPN.com’s Darren Rovell wrote: “You have to spice it up a bit.” Thus in the “spirit of connecting breakthrough celebrities with the type of young buyer they are looking for, they hired supermodel Kate Upton and Usher.” Cannon said, "If you want to get the younger generation, you are going to have to make a pop culture play. You can't bring out Clint Eastwood from the Republican convention" (ESPN.com, 12/19).
UP TO BAT: In Baltimore, Chris Kaltenbach reported the Orioles are sponsoring the city’s Inner Harbor New Year’s celebration and it “should surprise no one that the musical accompaniment to the fireworks will include the Orioles' unofficial anthem, ‘Orioles Magic,’ and The Wanted's ‘Glad You Came,’ a song played repeatedly during the team's playoff drive” (BALTIMORESUN.com, 12/19).