The WALL STREET JOURNAL's Nathalie Tadena cited ESPN Lab research as showing that combining TV and digital ads "can increase awareness and, perhaps most importantly, a consumer’s intent to purchase." The results showed that airing a combination of TV ads, short-form videos and ads on the WatchESPN app "led to a 160% increase in purchase intent than if the marketer only ran a TV ad." Awareness "increased 36% and word of mouth rose 67%" (WSJ.com, 3/24).
SWEATING IT OUT: CSNNE.com's Phil Perry noted Patriots coach Bill Belichick "is not a member of the NFL Coaches Association, a group that is paid by EA Sports to use the likenesses of its members in the Madden game franchise." Thus Belichick has "never appeared in the game." When Belichick "joined the rest of the league's coaches for a photo at the owners meetings on Monday -- something he has missed in the past -- the question followed as to whether or not Belichick may have joined the union." But when asked about the video game, he said, "I have no idea. You should ask John [Madden] about that." Judging by his response, EA Sports "should probably have 'NE Coach' ready to go for the game's next installment" (CSNNE.com, 3/24). ESPN BOSTON's Mike Reiss wrote Belichick "didn't appear to be joking on that one" (ESPNBOSTON.com, 3/24).
ARCH MADNESS: In Chicago, Phil Thompson reports adidas and McDonald's "unveiled the uniforms and shoes players will wear at the McDonald's All-American Games" on April 1 at United Center. Mirroring the "more muted look of February's NBA All-Star Game," the jerseys "will feature black with white accents, or vice-versa, and a large McDonald's logo on the shorts." The shorts "have wide waistbands in a contrasting color and the numbering uses reflective material that gives it a subtle metallic look" (CHICAGO TRIBUNE, 3/25).
FOR A CAUSE: Bristol Motor Speedway yesterday announced that it signed a multiyear sponsorship renewal with Lilly Diabetes for its April NASCAR Xfinity Series race, now known as the Drive to Stop Diabetes 300 (TRICITES.com, 3/24).
