In addition to seeing a host of
familiar products and services advertised during this month’s Big Game, you’ll
likely also see a slew of familiar faces, which brings us to our second theme to
glean from Big Game commercials:
2.
Celebrity endorsements. Crawford
had more than just her ice-cold can of Pepsi sweating in the soda company’s
1992 commercial. In 1993, McDonald’s
pitted basketball legends Michael Jordan and Larry Bird against one another in
an epic hoops-shooting contest. Just
three years ago in an interesting twist,
Snickers featured Betty White not as someone who enjoyed the candy bar but as someone who needed it.
And that’s certainly not all. The list of celebrity-focused commercials promoted
during The Game--and throughout the year--is as long as the playing field
itself.
According to Dean Crutchfield’s
September 22, 2010, article in Ad Age,
roughly $50 billion is spent on corporate sponsorships and endorsements
worldwide. Some brands have seen sales
increase by as much as 20% because of them.
But celebrity endorsements are not
without risk. “Good” celebrities can go
bad in the buying consumers’ eyes.
Remember Tiger Woods? Michael
Vick? Paula Deen? They all endured period of public examination of personal
experiences that left them without credibility and without sponsors.
Your organization can play the
sponsorship game without the drama and expense of an entertainment icon or
sports hero. A more localized figure that
is both recognized and respected by the community, whether that community is
your organization’s town, county, state, or region, could increase your brand’s
visibility and consumer response just as well.
The key is to choose someone is who both relevant to the brand and to
the consumer.
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