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SBD/January 20, 2014/Marketing and Sponsorship
Super Bowl Marketing Notes: Seahawks' Lynch Spreading "Beast Mode", But Has Rejected Nike
Published January 20, 2014
THE RAINBOW CONNECTION: AD AGE's Alex Kantrowitz cites Kantar Media data as showing that with Lynch heading to the Super Bowl, the "free exposure for Skittles could be worth" up to $5M. That figure was reached by "building a model based off camera time and mentions of Skittles by broadcasters" during the Seahawks-Saints playoff game. It also "included the assumption of a short segment" about Lynch's "relationship with the candy." Kantar Media found that the total advertising value "could be upwards of" $7M, but the $5M number was "drawn from a slightly tempered 'sponsorship value' calculation which accounts for the fact that being talked about by others is worth less than using screen time to air your own tailored message" (ADAGE.com, 1/17).
BATTERY LIFE: In Boston, Kevin Paul Dupont wrote Duracell's ad featuring Seahawks FB Derrick Coleman is an "excellent, moving piece," by Saatchi & Saatchi, N.Y., and "could be the leader in the clubhouse for 'best in show' these next couple of weeks when TV is saturated with talk about Super Bowl commercials and the running and rerunning of the commercials themselves." There is "a lot to like about both the Coleman commercial and his story." His Q score is "never going to reach those of the big boys," but "so what?" His story is "real, compelling, relatable" (BOSTON GLOBE, 1/19). Coleman was profiled on NBC's "Nightly News" Friday in a segment called "Breaking the Sound Barrier." NBC's Brian Williams said Coleman has become a "role model" for other hearing-challenged people" ("Nightly News," NBC, 1/17).
GOOD CALL: In Omaha, Michael Kelly notes Broncos QB Peyton Manning "audibled 'Omaha!' 31 times at the line of scrimmage" in yesterday's AFC Championship Game against the Patriots. Because eight Omaha companies "said they would donate $100 for every time he shouted 'Omaha!' that means $24,800 for Manning's charity, the Peyback Foundation for at-risk kids" (OMAHA WORLD-HERALD, 1/20).