Score Some Success with Super Bowl Creativity
Mind if I change the subject a sec? I want to talk sports a minute—Super Bowl football, specifically. Some members do, too. In fact, the Super Bowl can be a fun way to huddle with members, score some free press, and tackle a few tough social problems simultaneously.
Here’s what I’ve seen some of your colleagues doing pre-kick-off this weekend to creatively highlight their organizations. Maybe there’s still time to throw together a special play of your own…. Feel free to post at the bottom.
Whoa, despite a $3.2-million price tag for 30 seconds of ad time and tons of buzz about the hilarious eTrade babies, the American Heart Association and King Pharmaceuticals are getting early kudos for running their always-great ad about fighting heart disease. This year’s goal: Drive people to AHA’s virtual tool for assessing high blood pressure risk. Watch it at http://www.liveleak.com/view?i=c164abc595. It’s funny, too.
Instead of a fancy ad spot, the American Urological Association (AUA) Foundation and the NFL have partnered to use the Super Bowl as a chance to encourage men over age 40 to "Know Your Stats about Prostate Cancer," the second leading cause of cancer death for men in America. The AUA wants guys to visit its www.knowyourstats.org site to read new guidelines
about prostate cancer screening and find free or inexpensive screening sites. NFL superstar Mike Haynes serves as leading spokesperson, since he was diagnosed early with the disease during an AUA Foundation screening. The organization also is giving free screenings today at a local hotel for media and players, and will debut a public service announcement on a message board in the Super Bowl stadium. The partnership launched in 2007 when the NFL Player Care Foundation started offering screenings to players and their families.
Lots of chatter is happening around whether and how Super Bowl advertisers will be integrating TV ads with mobile, Internet, and traditional print/air advertising. The National Football Players Association is getting laurels from media watchers for soon distributing up-close-and-personal videos of NFL players to fans' mobile phones. The outreach is being supported via materials supplied to specific sports web sites and social media outlets, as well as outdoor ads at Miami International Airport. If you want to see how it works, text “NFLPA” to 21534 for an exclusive video featuring Brandon Jacobs, Matt Hasselbeck, A.J. Hawk, and Darren Sharper. Anyone who gives their mailing address also gets a free gift from the association! The association isn’t ignoring face time, either; it sent a cadre of NFL players to visit Miami-area classrooms of selected students this week to encourage youngsters to stay in school and do well.
And here’s my personal fan favorite: the 8th annual Super Bowl Smack Down by the Philadelphia Chapter of the American Marketing Association. A panel of marketing experts argue the plays as they critique those popular ads and debate the top 10 ads named by Pavone Advertising. Wouldn’t you love to see that webcast live?
Meanwhile, in the must-have munchies department, the National Pasta Association has posted its Super Bowl Manicotti Enchiladas and Super Low-Fat Tomato Sauce recipes at http://www.ilovepasta.org/recipes/Manicotti_Enchiladas.html and http://www.ilovepasta.org/recipes/Low-Fat_Tomato_Sauce.html. And the National Restaurant Association is using the game as a chance to remind members that Sunday is one way to drive in business; watch the real-time poll as its members check in on whether they hold Super Bowl promotions: http://www.smartbrief.com/news/NRA/poll_result.jsp?pollName=31822B4B-A57C-49CB-808D-048ACB002147&issueid=6540BF97-D3A9-4CF9-952C-DBD9BF12B4FB. Looked like a lot of high-fives from what I saw.
And finally, unless you want yourself teamed with a fighter jet, the National Business Aviation Association and the Aircraft Owners and Pilot Association are warning member pilots about tightened flight restrictions around the Super Bowl air space.
Game on!
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Comments
Something I think will be cool is "Brand Bowl 2010":
http://www.mullen.com/2010/02/the-ultimate-twittersuperbowl-experience-brought-to-you-by-mullen-and-radian6/
Kind of along the same lines as the Philly AMA's smack down, but anyone can participate via Twitter.
Can you tell I couldn't care less about the actual football part of the event? ;)
Posted by: Maggie McGary | February 3, 2010 2:54 PM