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Examining The New Wave Of Sports And Entertainment Marketing
April 4, 2013 08:42 AM
Sports and Entertainment Marketing
Sharon Byers, Coca-Cola North America
Stephen Chriss, Mondelez International
Steve Pamon, JPMorgan Chase
Tom Shine, XIX Entertainment
Andrew Wilson, EA Sports
Alan Zucker, IMG Talent Marketing Group
The emergence of social media and Twitter has allowed both sports personalities and entertainment stars to “interact together on a minute-to-minute, hour-by-hour basis,” said Andrew Wilson, executive vice president for EA Sports. EA put rapper Snoop Dogg in a commercial for its “FIFA” videogame franchise last year, and Wilson noted the appearance added to the authenticity of the game “because before we had a relationship, he was tweeting about ‘FIFA.’”Additionally, actor Paul Rudd starred with former Ravens linebacker Ray Lewis in a series of ads for “Madden 13,” in part because he actively plays the game. Wilson: “Not only did he want to be involved in the campaign, he wanted to bring his whole writing crew to work on the campaign.” He added, “What we found is the level of passion out there that’s been created by social media, and Twitter is actually bringing these two groups together very, very naturally.”
– Stephen Chriss of Mondelez International on keeping its sports and entertainment properties separate: “My budget might not be as deep where I can begin to bring things together, so I have to be laser focused.”
– Steve Pamon of JPMorgan Chase: “If you’re a 13-year-old girl that lives in Queens, you might not care about the Knicks or the Rangers. But if One Direction shows up for Jingle Ball, you’re there early.”
– Shine, on activation mistakes: “I don’t think there’s a bigger fault in all of marketing than people that buy something, put their name on something, then walk away from it.”
Here's a slide show of the panelists. Click on any photo to launch.