Every year when the Super Bowl rolls around, I’m offended by the ‘professionals’ in my industry who kickoff campaigns at this time. Granted, from a media efficiency standpoint the Super Bowl is a pretty decent investment. On a per-person basis, the cost of a commercial in the big game is virtually the same price as a 30-second primetime weekday commercial throughout the year.
My problem is that the overwhelming majority of commercials fumble when they simply try to shock or make viewers laugh with no regard to motivating them to buy. And, few have ever built market share or earned a significant return on investment.
It’s no wonder at all to me why the C-suite of executives lack respect for the marketing function. Shame on us marketing folk and shame on the ego driven brand executives who approve this rubbish.
I’m so looking forward to tomorrow, December 23 because its the 40th Anniversary Celebration of the Immaculate Reception. I was 10 years old and was listening to the Steelers Raiders football game on the radio (local broadcast was blacked out) and heard the news LIVE!
What a thrilling end to a game that propelled the Steelers to future greatness. In addition, this single play would change a city and would forever be immortalized as the greatest NFL play in history!
Immaculate Reception Marketing Memories
Ranking just as high on my list of favorite Steelers memories, was back in December 1997 when as the Director of Marketing and Sales Operations for Sprint PCS, I came up with an idea to help us more effectively communicate our digital ‘call clarity’ position.
You guessed correctly – it was also around the same time as the 25th Anniversary of the Immaculate Reception.
To clearly position our new wireless phone service in a hyper competitive wireless phone market, I searched and found a high profile customer (football great Franco Harris) whose testimonial and personal brand matched up perfectly with Brand Sprint.
The marriage between Franco’s most famous play in football and Sprint’s unique selling proposition of digital call clarity, helped drive favorable awareness, considerable store traffic and effectively communicated our unique product positioning (the first and only digital phone service in the market). And, the timing was perfect. The 25th anniversary of the Immaculate Reception coincided perfectly with our new product launch.
Testimonials are one of the most effective methods of building brands, and Franco’s testimonial helped us to effectively pull together a strong brand building and sales effort.
Our strategy was so on target that Sprint PCS realized record store traffic and sales.
Now 15 years later, I’m proud to say our campaign – like Franco’s famous catch – has been immortalized by the NFL Network in its feature film A Football Life – The Immaculate Reception.
Click here to watch the entire video of the Show and be sure to check out the mark at 31:57 to 32:04 to see one of our ads!
Happy Anniversary Franco and thanks for the memories!
P.S.: See Case Study here. Also, many thanks to my boss Doug Cotton for giving the idea a ‘thumbs up.!’ And to photographer Harry Giglio, designers Kathy Kendra, Mark Power; Mike Cusick Sprint Director of Sales; and Sprint marketing partner Maria D’Abruzzo.
Your birthday. Your spouse’s, kid’s, parent’s, grandparent’s, brother’s, sister’s etc., birthdays. Your wedding anniversary and/or your parent’s anniversary. The 4th of July – America’s anniversary. All big time events and occasions to celebrate right?
Well, as a ‘homer’ living in Pittsburgh, and as a professional marketer I’m baffled by the fact that the Pittsburgh Pirates marketing team did absolutely nothing – zero – not a thing – this season to celebrate the 10th anniversary of PNC Park (a gift by the citizens of Pittsburgh), arguably the best ballpark in all of Major League Baseball.
Hey, but don’t take my word that the Pirates’ PNC Park is the best, check out this brief ranking list of the best Major League Baseball ballparks by some of the ‘folks that really know’:
Now, certainly you can argue that PNC Park might not be the best Park in all of Major League Baseball, but you’d have to agree that it’s at least in the Top 5. And, even if PNC Park wasn’t ranked that high, why wouldn’t you still take advantage of the significance of the date and celebrate all season long?
In fact, the symbolism for a 10th year anniversary for the Pittsburgh Pirates is incredible too. The symbol for the 10th year anniversary is aluminum or tin and here we have one of the greatest companies ever headquartered in Pittsburgh – ALCOA – the Aluminum Company of America (its Headquarters is only .19 miles or 44 seconds from PNC Park) and the world’s leading producer of aluminum! And the designated gemstone of a 10 year anniversary is the diamond…get the symbolism, baseball diamond?
You could also argue, that the Pirates didn’t have much to celebrate and/or remember over the past 10 years, but don’t we all have bad years? It doesn’t mean you forgo celebrating your birth!
We do a ton of hospitality marketing consulting and anyone in the business will tell you the profitable, sales building significance of celebrations such as birthdays and anniversaries.
It’s sad and disappointing that the Pittsburgh Pirates missed the tag on the 10th anniversary of PNC Park. They would have hit the cover of the ball knocking it clear out of the Park and into the Allegheny River!
Don’t forget to step up to the plate and swing for the fences when your brand’s birthday/anniversary rolls around!
Growing up in the city of Pittsburgh in the 60′s and 70′s, hockey wasn’t the hot sport it has become, and even today I’m what the NHL calls a “casual fan.”
However, when it comes to NHL hockey marketing, I’m a rabid fan. After the lockout season of 2004-05, the NHL has put forth an amazing marketing power play. The NHL has become more relevant, is skating with a cool, new swagger and is scoring huge marketing goals!
This New York Sports Journalism feature outlines several of the key marketing initiatives the NHL has embraced such as getting back to the roots of their game with the Winter Classic, embracing and communicating player’s unique stories, creating special events aligned with sponsor brand needs, taking full advantage of the 2010 Olympics in Canada, becoming an online category killer and more. Their social media strategy is a killer one too.
The NHL offers great marketing lessons to all brands in search of a comeback.
As an added bonus, here are a few mobile marketing insights from the Chicago Blackhawks featuring an SMS case study and the New York Rangers $1 million dollar mobile sweepstakes.