SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/March 19, 2013/Marketing and Sponsorship
Published March 19, 2013
FINDING FAULT: Coke Zero during the NCAA Tournament will introduce its new marketing campaign titled “It’s Not Your Fault,” the next stage in its "Enjoy Everything" campaign. The campaign debuts with a 30-second TV ad titled “Bracket,” followed by another 30-second TV ad titled “Video Game.” Digital content will be the focus of a seven-part video series. The campaign will continue throughout the year and also will be used in connection with football and NASCAR (Coca-Cola).
SEED MONEY: In Portland, Allan Brettman reports Nike, which has “dabbled for years in digital gadgets, took another step into the genre” yesterday, naming 10 “fledgling companies to develop or refine an array of digital games, smartphone applications and websites.” The company’s Nike+ Accelerator program “gives the 10 companies access to Nike resources, mentor expertise as well as $20,000 apiece for the three months they will be based in a Portland office.” The companies will “develop products and services that use the Nike+ platform and NikeFuel -- the activity measurement in the Nike FuelBand that was introduced last year -- to serve athletes” (Portland OREGONIAN, 3/19).
'BACK PAIN: The D’Backs yesterday announced a partnership with AZ Pain Centers featuring former MLBer Luis Gonzalez as spokesperson. The AZ Pain Centers graphic for the campaign shows Gonzalez along with former Olympic swimmer Amy Van Dyken and former NFLer Danny White. The static super graphic is displayed on the Phoenix Convention Center Parking Garage across from Chase Field. AZ Pain Centers also will be displayed on digital LED signage throughout the Legends District Network (D’Backs).