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Lawrence Duffy, joint managing director of Endemol Sport, which currently
operates Eredivisie Live, the round-the-clock Ductch football cable channel
music stars, including David successful people in our in-
Beckham, Kevin Garnett, Missy dustry are also the most hy-
Elliott, The Ting Tings and brid. It’s exciting.”
Jeremy Scott, turning up at a Content producers are also
crowded house party. Rolled active in matching brands with
out across television, cinema, sports and entertainment. En-
print, digital, and retail and demol Sport, a division of re-
to-three minutes of extra time ful Nike blog when thousands led to two exciting develop- activation events, the cam- ality-TV pioneer Endemol,
that it was a great platform of journalists were writing about ments, Liguori reports: “The paign was designed to reboot is a successful example of this,
for an activation plan,” he says. the same event daily. Ultimately, first was pre-event stunts, like and reposition adidas’ Origi- creating branded programmes
As the Wrigley example we focused on posts meant to having stars play matches on nals brand to a wider audi- and formats for international
shows, you don’t have to in- challenge young footballers, top of cars in Miami, or on a ence, says Hermann Deininger, multi-platform distribution.
vent your own event. But you inspired by highlights of Nike- desert island near Doha. This chief marketing officer of the “Advertisers are keen to be
do need an original spin. The sponsored players in the tour- generated great PR. The other adidas Sport Style Division: much more involved in con-
Dutch electronics giant Philips, nament. It was a simple deci- was an ad campaign for the “adidas Originals’ biggest tent creation and to ally their
in partnership with agencies sion, but we set traffic records WTA Tour, which promoted strength is the ability of the brands with sports on multi-
Carat and Vizeum, developed for
nikefootball.com.” the player’s lifestyles. This brand to be a relevant part of ple platforms,” says Lawrence
an interesting idea out of its The goal for all brands is to helped to generate exposure people’s lives, in whatever Duffy, joint managing direc-
sponsorship of Formula One find new and innovative ways in different parts of the me- lifestyle they have — skater, tor of London-based Ende-
team AT&T Williams. In this to connect with audiences, dia, such as fashion magazines.” rocker, artist, musician, sneak- mol Sport.
case, it created an ad-funded erhead, sports fan, whatever. The company currently op-
show called The Factory, which
follows the day-to-day work-
MATT EDWARDS:
This campaign is an open in- erates Eredivisie Live, the
vitation to consumers to join round-the-clock Dutch foot-
ing life of the team as it pre-
pares for Grand Prix races. Aired
“SPORT PROVIDES
in.” But why, you may ask, is ball cable-TV channel, in part-
on Eurosport, The Factory
reached 25 million viewers in
BRANDS WITH A SHORT-
Eva Longoria in a Nike run- nership with the Dutch Pre-
ning ad and David Beckham mier League, and programming
59 countries during its first
CUT TO THE CONSUMER’S
at a house party when he should produced includes the inter-
be tucking up the kids in bed? active quiz show Stumped
series. There was also a com-
petition, which offered EMOTIONS”
It all becomes clear when you which was created to raise the
realise that fashion accounts profile of the ICC World
fans/viewers the chance to drive for $45bn of the sports ap- Twenty20 cricket tournament
a Formula One car. says Aldo Liguori, corporate This attempt to link sport parel and footwear market, for the India edition of the
Coming from the ad agency vice-president of global com- with fashion and entertain- compared to $25bn for per- ESPN Star network. Football’s
perspective, 72andsunny’s Cole munications and PR at Sony ment is also being driven by formance products, accord- Next Star meanwhile, is a re-
agrees that most people now Ericsson Mobile Communi- sportswear brands such as Nike, ing to NPD figures. With that ality show that sees 7,000 jun-
expect a deeper conversation cations, which sponsors ten- adidas and Puma, all of which kind of money, it would be ior players compete for a once-
with companies than just ad- nis properties such as the WTA want a bigger slice of the lifestyle no surprise to see Beckham in-a-lifetime chance of a place
to-consumer messaging. “One Women‘s Tour and the Russ- market. adidas, for example, working it on the catwalk and in the academy of Italian foot-
of our most interesting exper- ian star Maria Sharapova. “In is usually thought of in terms Longoria in a Milan jersey. ball team Inter Milan,
iments was focused on last sum- our case, it’s difficult to achieve of its Impossible Is Nothing For Cole, it is important “We’re threading together
mer’s European Champi- stand-out around the edge of campaign. But its biggest brand not to lose sight of the fun the entertainment value of
onships,” he says. “We ran a the court, because there are campaign of the last year was, brands can have with sport: Endemol with the interactiv-
blog at
nikefootball.com. It so many sponsors in the same in fact, a fashion ad. “Marketing is less about com- ity expected by audiences to-
doesn’t sound like a revolu- space,” Liguori says. “Instead, The campaign — from Mon- municating with an audience day in content that has sport’s
tion, but it was a real task to we look at off-court oppor- treal-based agency Sid Lee — and more about serving that credibility at its core,” Duffy
define the role of a meaning- tunities.”This approach has involved sports, fashion and audience year round. The most says. a73
THURSDAY 25
TH
JUNE 2009
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