Creativity in Public Relations » athletes http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Hot Rugby Guys Getting Naked http://blogs.hillandknowlton.com/ryanpeal/2009/05/13/hot-rugby-guys-getting-naked/ http://blogs.hillandknowlton.com/ryanpeal/2009/05/13/hot-rugby-guys-getting-naked/#comments Wed, 13 May 2009 11:39:32 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=589 This one is for all of the ladies out there who need a hump day pick me up (you are welcome in advance).  We all are quite aware of the theory that “sex sells,” and I think the team at adidas in New Zealand has just proved it with their new campaign site called “Jersey Swap.” It’s a simple idea (again, always the best) that has been brought-to-life masterfully by the adidas team — pick one guy wearing one jersey and pick another guy wearing another jersey.  They exchange glances and take their shirts off – unveiling their athletic bodies in the process – and throw their jersey to the other.  That’s it – jersey swap, brought to you by adidas.

The campaign site – beyond the jersey swap element – provides a fun way to create a personal poster of any of the players (with the ability to write your own message on it) and the chance to buy a jersey and win a ticket to a game and the possibility to really swap jerseys with one of the stars.  Love it!

Yes, it works for several reasons.  The first, sex sells.  The second, a subtle reminder that adidas is behind some of the greatest athletes involved in some of the biggest sports in the world.  The third, the pass-along factor is extremely high, especially in the circle of ladies in my office.  Fourth up, the subconscious effect it has on women watching, that maybe the men in thier lives need a new adidas jersey (that they can take off) for their next birthday.  And finally, as mentioned before, it’s simple.

A great example of creative, smart thinking in action.

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New Rexona TV Show Starring Australia’s Top Athletes http://blogs.hillandknowlton.com/ryanpeal/2009/02/09/new-rexona-tv-show-starring-australias-top-athletes/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/09/new-rexona-tv-show-starring-australias-top-athletes/#comments Mon, 09 Feb 2009 00:49:33 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=448 I’ve been watching for a while the growing area of “branded entertainment” – loosely defined as brands who pay for the production of content (i.e., tv shows, movies, documentaries) as a new way to engage their desired audiences.  This marketing technique acutally dates back to the early 50’s in the US when makers of laundry detergents wanted to create a TV show that could naturally highlight its products.  Today’s new twist doesn’t necessarily have the brand front and center in the show but mainly in the title and some on-air branding and all over the digital home of these efforts.

I was reading over at my friends bannerblog today who highlighted a new program that recently started for Rexona (leading maker of a variety of personal care products including men and women deoderant) simply called the “Rexona Greatest Athlete Australia.”  The show has lined up some great guy athletes across a variety of sports and puts them in head-to-head challenges to see ultimately who is the best all-around athlete in Australia.

The show has great star power as some of athletes are extremely well-known and has a sort of Survivor meets The Real World meets Iron Man feeling to it.  The show airs for eight weeks on Channel Nine in Ausralia on Saturdays at 4:30 – for me not the best time to reach men or women in their twenty’s (who I am assuming are the target audience) who I would bet would be at the beach or somewhere as its Summer down under.  But the campaign has full episodes on a pretty solid website so if they have done solid work on the PR front as well as tapping into fans of each participant via social media they should get some good eyeballs to check out the show.  And I’m betting given the “hot” scale of the guys (like Billy Slater pictured with the Australian Prime Minister Kevin Rudd) will definitely have the girls at least hitting the record button if they are out that day (and the first few episides seem to have water themes so shirts are off – coincidence?).

In any case, if you are working with a company considering some new ways to spend their advertising dollars (given the decline of the effectiveness of traditional advertising – especially reaching a youth audience) this is a great example of the kinds of alternatives that are out there with the right smart thinking in place.

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