SBD/March 29, 2013/Marketing and Sponsorship

AOL Teams With Phil Jackson On Twitter Foray For March Madness Activation

Former NBA coach Phil Jackson Wednesday made “what seemed like a grand but bumbling entrance on Twitter,” but it was just part of a promo with AOL, according to Jason Del Ray of AD AGE. Jackson’s second tweet, posted on Thursday afternoon, links “to a video hosted on AOL's video hub, AOL On, showing Mr. Jackson trying to compose that first tweet while wearing his 11 championship rings.” An AOL spokesperson said that the tweet and video are “actually teasers for an upcoming ‘activation’ around March Madness.” Additional information was not disclosed, but Jackson's Twitter account will “soon provide some updates.” The spokesperson added that a report the Twitter account was “a PR stunt for his new book isn't accurate” (, 3/28). ESPN’s Tony Kornheiser said Jackson is typing with his championships rings on “in a promotion for AOL, which sounds so cheesy." Kornheiser: "But if you see the video you fall in love with it.” ESPN’s Michael Wilbon called the video “charming” (“PTI,” ESPN, 3/28). In L.A., Melissa Rohlin wrote the “more skeptical out there might believe this is all just a ploy to start promoting his book: ‘Eleven Rings: The Soul of Success,’ which will be released in May.” His Twitter photo and background are “taken from the cover of the book” (, 3/28).
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