NCAA Marketing Notes: Sheraton Could Keep Site Up After Tourney
Sheraton Hotels & Resorts digital agency Avenue A/Razorfish, which last week launched www.Sheratonwave.com, has "contingency plans to keep the site running" beyond the completion of the NCAA Division I men's basketball tournament "should it catch on with users," according to Brian Morrissey of ADWEEK. The Web site encourages people to submit video of themselves doing the wave. Avenue A/Razorfish Dir of Strategic Initiatives Shiv Singh: "The traditional campaign model doesn't work anymore. If you have a social-media driven campaign, you can't stop it necessarily when you want to stop it. It's akin to having a dinner party and suddenly turning the lights off" (ADWEEK, 3/17 issue).
DR. DRAKE RAMORAY: The success teams experience in the NCAA men’s basketball tournament brings not “only instant fame, it also brings a rise in applications, merchandise sales (and) those alumni donations,” according to CNBC’s Darren Rovell. Drake Univ., which finished the regular-season with a 28-4 record, is making its first appearance in the tourney in 37 years. Drake President David Maxwell: “Our marketing communications people also have been keeping tabs on the media coverage since the end of last year and estimate that it’s about $35[M] worth of media coverage in the last two-and-a-half months, which is just astounding. Beyond that the two obvious impacts will be in alumni support and donor support of the institution and perhaps in admissions” (“Squawk Box,” CNBC, 3/20). -
|
