Archive for the ‘super bowl’ tag

FedEx Extends NFL League Deal, Looks For Closer Ties With International Series Games

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FedEx will continue sponsoring the Air & Ground Players of the Week Awards. Financial terms of the multiyear extension were not disclosed. (Ben Liebenberg via AP)

FedEx has extended its long-running sponsorship of the NFL to stay on as the official delivery service partner of the league, the Super Bowl and Pro Bowl.

By John Bauernfeind, Staff Writer, @SBJSBD

Published

Source: SportsBusiness Daily
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Written by Stephanie Rudnick
Stephanie Rudnick

April 27th, 2017 at 10:27 am

Super Bowl 50: We’ve got you covered

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FB SB Countdown Template

We are so thrillSB Host Committeeed and proud to have been representing the San Francisco Bay Area Super Bowl 50 Host Committee for the last 16 months, including developing and running THIS AWESOME TOUR. It has been such an exciting road and we can hardly contain ourselves that The Big Game less than 20 days away. And, the major fan activations kick off on January 30th across the Bay Area, just 12 days from now!

MKTG and Team Epic have got you covered, as we are helping some of SB50’s biggest partners activate fan experiences like you’ve never seen before. From events at the NFL Experience at the Moscone Center, to Super Bowl City along Market Street, and beyond, follow us on our social feeds (and our hashtag #MKTGEpic) listed below. We’ll not only help you prepare for your visit to The Bay Area, but keep you posted in real time thanks to our on-the-ground team who will be in the thick of it all. The countdown continues and WE ARE READY!

Twitter: @mktg_inc and @anepiccompany

Instagram: @mktg_inc and @anepiccompany

Hashtag: #MKTGEpic

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

January 19th, 2016 at 12:54 am

Guest Q&A: American Sports Journalist Bonnie Bernstein

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Bonnie CI final 72dpiPhoto Credit: Jeff Parks

For this month’s Guest Column, we sat down with Bonnie Bernstein, American sports journalist and executive with a 20 year career. Currently Vice President, Content & Brand Development and On-Air Host for Campus Insiders, Bonnie was named one of the most accomplished female sportscasters in history by the American Sportscasters Association. Additionally, she freelances for The Dan Patrick ShowESPNespnW and DirecTV and serves as a guest commentator on several news networks, including MSNBCNBC and FOX News Channel. Bonnie shares her thoughts and expertise on the world of sports, broadcasting and public health.

BONNIE BERNSTEIN
@BonnieBernstein
www.bonniebernstein.com

How did you get your start as a sports broadcaster?
I decided when I was 12 or 13 that I wanted to be a sports writer, majored in broadcast journalism at the University of Maryland, then landed my first gig out of school at a start-up country radio station in Lewes, DE, called KIX 106. I was the News and Sports Director–a much more glamorous title than the job actually entailed! I’d wake up at 4:30 every morning for hourly studio updates from 6-9am, then head out in our white, clunky van adorned with a massive cowboy boot on the side and drive up and down the state of Delaware, covering everything from city council meetings to state politics to local high school basketball games. It was a blast and a tremendous learning experience… and I actually grew to love country music (Which, for a kid from NJ, was something you’d probably not expect!)

What’s your favorite part about broadcasting?
I love the adrenaline rush of “live.” It’s the closest thing I’ve ever felt to the actual rush of athletic competition (I did gymnastics for 14 years, all the way through college). You’re spewing information into a microphone and you have precisely one shot to get it right. I also love storytelling. There’s nothing better than gleaning a piece of information from someone or eliciting an anecdote from an interview subject he or she is sharing for the first time. Knowing even the most informed fan will walk away thinking, “Huh. Didn’t realize that” is a great feeling!

What is your favorite sporting event to attend each year, working and then as a fan?
Don’t really have a favorite in either category. I’d just say championship games, in general. Super Bowl, College Football Playoff Championship, Final Four. It’s the culmination of a season’s worth of hard work for both teams, but only one will be crowned when the clock expires. The biggest thrill, quite frankly, is being on the field/court for postgame. Confetti’s flying everywhere. Emotions are soaring (or sinking, in the case of the losing team). And I get to be at the center of it all as we round up interviews with players and coaches!

Do you have a favorite team and if so what is it?
New York Giants. Been a rough couple of years for Big Blue, but I’m hopeful for next season, especially with the prospect of having Victor Cruz and Odell Beckham, Jr, healthy and on the field together! If Eli can’t get it done with those two, I just don’t know…

IMG_7738Photo Credit: Bonnie Bernstein

You have forayed your experience as a broadcaster to the boardroom. Can you tell us a little bit about what you are doing now?
I am the Vice President of Content and Brand Development for a new college sports network called Campus Insiders. It was an extraordinary entrepreneurial opportunity I couldn’t pass up! Essentially, I’m wearing two hats: I do a lot of on-air work during the college football season and March Madness for college hoops, but I also have the chance to touch other verticals of our business. I do everything from attending sales pitches and helping develop branded content concepts to working on PR/social media strategy to devising brand extensions for the network. It’s kinda like going to business school, but getting paid and the learning curve is truly invigorating!

In our research, we learned that you suffer from Deep Vein Thrombosis, as does one of our colleagues. Can you tell us a bit more about DVT, your story and what we can do to help?
I was diagnosed with DVT in 2006. A massive blood clot that ran the length of my entire left leg broke off and infiltrated both of my lungs (known as Pulmonary Embolism). I was just 36 years old, so for the many folks out there who feel blood clots only inflict the elderly, I can tell you first hand, that’s not the case. More than two million Americans suffer a DVT each year and and complications take the lives of more people than breast cancer and AIDS combined. The good news is, the condition is largely preventable, if you’re aware of the symptoms and risk factors. Common risk-factors include age (over 40), family history, obesity, smoking, (for women) use of estrogen-based birth control (the Pill, Nuvaring, etc) or hormone replacement therapy and frequent travel where you’re immobile for extended periods, such as long-haul flights. Additionally, if you’re being treated for cancer or heart disease or are having major surgery, you’re at increased risk for blood clots. If you’re experiencing leg pain, redness and/or swelling, shortness of breath or acute chest pain, it’s always best to check with your doctor to see if you may have suffered a clot. The rule of thumb is, if you have three or more risk factors, you are high-risk, but again, the point to hit home is that by and large, DVT is preventable.

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Top Brands to Watch at Super Bowl XLIX

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ALLSTATE MAYHEM SALE

During the Allstate Sugar Bowl, Allstate released an interactive advertisement. Crowd-favorite ad character, Mayhem, proceeded to notify viewers that the couple was out of town. He intentionally broke their property and told viewers that he was selling all of their belongings on www.mayhemsale.com. The URL was active, allowing viewers to go online and actually see all of the couples’ belongings “for sale.” Needless to say, the campaign was a hit, reaching nearly 20 million impressions on Facebook in just one day. We can’t wait to see what they have up their sleeve for the Super Bowl.

TOSTITOS

Tostitos have partnered with Jimmy Kimmel for several different programs over the past year including “The Worst Contest Ever” in which Kimmel’s viewers were encouraged to send him one chip in the mail. All the chips received were to be put in Kimmel’s bowl and he would eat them while viewing the Tostitos Fiesta Bowl. There were no additional prizes besides knowing that Jimmy Kimmel may have eaten the chip. Additionally, Tostitos recently began a new campaign about being “The Official Chip of the NFL” with fan-favorite coach Chip Kelly of the Philadelphia Eagles. With both campaigns taking place back-to-back, who knows what direction Tostitos will go in their Super Bowl Ad.

SKITTLES

Skittles is making a Super Bowl debut this year, releasing their first ever Super Bowl Ad. The teaser to the ad features Kurt Warner and a small group of fans tailgating weeks early in Phoenix out of excitement for the next ad. The brand is clearly excited for their comeback and we can’t wait to see what they have in store.

DORITOS

Doritos held their annual Crash The Super Bowl contest in which consumers are encouraged to create their own Super Bowl ad for Doritos. Doritos selects several finalists and America votes on their favorite. This year, Doritos partnered with Director, Producer and Actress Elizabeth Banks for this contest. Finalists received personalized calls from the Hollywood star notifying them of their accomplishment. The video with the most fan-votes and the video the Doritos brand chooses as their favorite will be aired during the Super Bowl and the creators will receive a $1 million prize as well as an opportunity to work at Universal for one year. The catch? No one knows who the winners are until the spots air on TV.

View the finalist ads HERE and tune into the Super Bowl on February 1 to see which Ads air!

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Getting Down to BIZBASH with David Adler (Part 2)

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Photo Courtesy of BizBashIn Part 2 of our Q&A with BizBash founder David Adler, we talk about the future of event marketing and he identifies 2014’s biggest industry innovations.

What are the 3 most innovative events you’ve seen this year?
The most impressive thing I’ve seen this year was the coat check line at the opening media party for the Super Bowl. It was a freezing cold night and thousands of execs were gathered at Chelsea Piers. The company coatchex.com used texting and QR codes as coat-check tickets — you took a picture of your code, then your phone number became your ticket number; this made the experience of retrieving your coat actually fun. As I was going to get my jacket, I got a text saying that my coat would be ready for me. It was one of those new ideas that gave me goosebumps.

I also liked the Summit Series, a conference started by a group of innovators who bought a mountaintop resort, turning it into a $100 million real estate deal. The event itself was a gateway into relationships that changed the world. Attendees interacted with everyone from astronauts to politicians to Internet billionaires. They also created the world’s largest collaborative dinner by hiking people into the mountains and creating a table for 1,000 people.

C2 Montreal has also been a game-changer. People who attend feel like they’re entering a whole new role of collaboration that invigorates, inspires and creates lasting relationships.

Some brands that we think are really capturing the power of the event are outlined in our Top 10 Innovative Brands of 2014 story.

How has the growth of mobile technology affected your business?
Mobile has been one of the most important developments in events. That, along with responsive design, has changed the game. Event professionals want to hold the world in their pocket, and the concept of photo sharing has changed events—because ROI can now be judged not by the people in the room, but by the application of those people.

I’m reminded of the book The Mobile Wave, which talks about going up to a tombstone, holding up your phone, and having augmented reality show every video and article about that person. Imagine doing that in a live room just by wearing Google Glass or another device.

What do you envision to be the next trend or industry shift?
An empowered attendee is the next big thing. With new technology, we are seeing more power in the hands of the attendee. Now, the attendee needs to know how to be a great guest, and use it. They need to interact with other people to get the most out of the event, and they really have to want to be there.

Previously, I was the VP of corporate communications for major companies and spent hours preparing CEOs for events. We would collect guest bios and provide strategies on how to get what we wanted from them. Now with the advent of things like event apps, attendees have more power than ever, and can use the tools created by organizers to enhance their experience.

Youve said that one of your interests is using events as a philanthropic tool. What does that mean to you?
I believe in the concept of managed serendipity. Get the right people in the room, inspire them, show them how other people are using collaboration, and people will get on board to help your cause. There’s nothing like face-to-face events to motivate people. In Simon Sinek’s TED-talk, he says great leaders don’t have plans, they have dreams. He also says that people don’t buy what you do, they buy why you are doing it. Events are a natural gathering place for people who want to follow their hearts, rub elbows and share experiences.

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Brands and the Audience Evolution

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Screen Shot 2014-04-30 at 2.42.30 PM

Frank Bruni wrote an interesting piece in the New York Times about what Princeton prof. Daniel Rodgers calls the “Age of Fracture.

The idea is, as our knowledge has gotten more specialized, there is less common ground that draws us together. Everyone is taking in content with their own customized feeds. Even at Princeton, in a room full of geniuses, the average teacher struggles to find common cultural references.

In the mid-70’s, America’s top rated show, All in the Family, drew 23% of all Americans. That means that almost 1 in 4 Americans were reacting to the same thing at the exact same time. Today, America’s top-rated show, NCIS, draws 1/16th of all Americans (7%), including those who DVR it.

Sure, there are a few cultural events (like the Super Bowl) that draw up to 35% of us, but on a regular basis, there is no MASS AUDIENCE anymore. Everything is going niche and finding a very specific following. Some of us are watching HBO and Netflix Original Series, some are watching cable and network series, and some of us simply watch videos through our social feeds.

The same is true of social networks.

Parents and brands joined Facebook, so influencers switched to Instagram. Then they moved to Instagram, so influencers migrated to Snapchat. Fred Wilson, the legendary investor who wisely invested in Twitter, Tumblr, Zynga, Etsy & Kickstarter, recently commented on this on a fascinating profile in Business Insider.

On Instagram, he says:

“A lot of the stuff that was on Instagram has now moved to Snapchat. It doesn’t mean that people are not using Instagram, but if I go back and look at my Instagram feed a year ago versus today, there’s a lot of people who were in my Instagram feed a year ago who aren’t there today. They’ve been replaced by brands.

So now my Instagram feed is full of things like the New York Knicks and restaurants posting amazing photos of food. The young Facebook user base who left Facebook to go to Instagram has now seemingly moved mostly to Snapchat and my generation (baby boomers) plus brands are what’s on Instagram now.”

So…what is the NEXT BIG Social network once all the brands and parents get to Snapchat? Maybe nothing! In an era of niches, there’s no next big network that has attained critical mass. Instead, there are a bunch of small communities forming that cater to specific interests with very devout followings. Here are a few of the communities that are developing:

There are communities for Musicians:  40 million musicians share their music with 200,000 listeners;

Communities for Students: a network of 34.2 MM students and teachers around the world that is dedicated to helping everyone become more educated;

…and even communities for Storytellers: 25 million people around the world writing and reading 40 million stories.

The landscape has changed, but there are still a lot of great ways to reach an audience. In fact, brands may have an easier job targeting their core consumers because these communities have done such a good job of singling out very specific demographics.

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Super Bowl 2014: Nike Hall of Innovation & Training Day

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With the bright lights of football’s biggest moment shining on NYC, NIKE capitalized on the energy around Super Bowl XLVIII by creating a ‘Hall of Innovation’ in the heart of Manhattan.

Located at Moynihan Station, the Hall of Innovation was a one of a kind, football and training-based energy space created to showcase the latest in NIKE product innovation, entertain special guests and drive home NIKE’s mantra for the week: UNLEASH SPEED. MKTG INC was responsible for overall production around three elevated events in the space as part of the ‘NIKE Fast Night Series.’

The series kicked off on 1.28 with HS Fast Night, an ultra-high-energy competition that challenged students from four NY/NJ high schools to Unleash Speed in hopes of being named the fastest team in the tri-state. Participants competed in an obstacle course, 40-yard dash, tug of war, social media competition and dance contest to measure all aspects of speed as NFL stars like Tavon Austin, Rueben Randle and Jairus Byrd decided the champion. In the end,  Don Bosco Prep (NJ) emerged victorious and took home the first-ever Fast Night trophy.

To round out the programming at Moynihan, Young Athletes (1.29) and a select group of VIPs (1.31) got their moment in the Fast Night sun as well, going through similar competitions and drills allowing them to experience first-hand the latest in Nike innovation.

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TRAINING DAY

During the Super Bowl, Americans eat approximately 30 million lbs. of snacks and drink over $10 billion in beer and soda.  The next day 7 million of them call in sick.

With that insight in mind, NIKE and MKTG INC took over the days following the game to get New Yorkers moving and out of a post-Super Bowl slump. On Day 1, we headed to PS1 and PS218 in the Bronx, and motivated kids to move with a workout from NIKE Master Trainer Holly Rilinger. NY Giants WR Victor Cruz joined in the action at PS218, adding some football-based star power to the movement.

On Day 2 it was time to hit the commuters, as we popped up with coffee trucks at 3 high-traffic locations (Washington Square, Union Square, Penn Station).  With the enticement of free coffee/hot chocolate and a NIKE tee, ambassadors motivated consumers to complete a series jumping jacks or squats to get moving in the early morning. We followed up our commuter activation with gym takeovers at BRICK NYC and Barry’s Bootcamp, where consumers were seeded with Training Kits featuring a NIKE+ Fuelband and NIKE gift card as a reward for their commitment. WNBA superstar Skylar Diggins rallied troops at Union Square and Barry’s, as NIKE and MKTG INC laid the foundation for activating beyond the final whistle.

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MKTG INC Q&A with Tracy Perlman at the NFL

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Y-PERLMAN-master675Photo Credit: Richard Perry/The New York Times

MKTG INC was fortunate enough to sit down with Tracy Perlman, the Vice President of Entertainment Marketing and Promotions with the National Football League. She gave us some great insight into her years at the NFL, how the Halftime Show was born, and what it’s like to be a woman working in sports.  MKTG INC produced the NFL’s Legends Lounge, a VIP hospitality area, during this year’s Super Bowl.  Enjoy!

MKTG INC Q&A

Tracy Perlman (Vice President of Entertainment Marketing and Promotions, NFL)

Q: You’ve been at the NFL for close to 20 years. How’d you get started?

A: I interviewed during my senior year of college and started the day after college graduation, on my 22nd birthday! I was in the HR department as a floater, so I got to “float” to every department at the League and fill in when someone was out. Talk about learning on the fly! I worked for the Commissioner, in PR, in Football Ops, Events, you name it. After 10 months something that appealed to me was open: a programming coordinator for NFL Films. From there I took the opportunity to grow and develop in different positions. I have worked for the League, NFL Films, NFL Enterprises, NFL Properties and NFL Business Ventures on everything from NFL Sunday Ticket to producing events and TV programming to marketing and promotions to entertainment and players.

Q: What’s the cocktail-party description of your day-to-day job?

A: Working every day to develop content and opportunities to extend our game and our brand beyond the field. A great fan promotion like Together We Make Football; a general audience movie that drives fans to embrace our game; an amazing TV integration that shows moms interacting with our Player Health and Safety platforms. Working with the Legends of the game to create content for NFL Network and NFL.com to show their love for football and put the game in perspective for the fans. It is different every day and it allows me to take the game I love and highlight the passion through entertainment and the player/fan connection.

Q: The NFL has a reputation for seamlessly executing high-profile events, but in the marketing business, we know that sometimes things can go awry. Can you share an example that really tested your ability to stay cool?

A: There are so many I’m not sure where to start! Early in my career, we did a Super Bowl in Atlanta. We were hosting a party for 5,000 people at a place called Dean Estates, 30 minutes outside of the city. All of sudden it started to ice-storm. Atlanta was NOT ready for the weather. We were told to cancel the event because they had no salt for the roads so the busses couldn’t get there. So the day of the event, we moved the entire party into a hotel ballroom. We actually had the National Guard move all the décor. It was pretty crazy! But in the end, it looked like the event was supposed to be there the entire time.

Q: The NFL is as much an entertainment business as it is athletic. How do you strike a balance that keeps both casual and hardcore fans engaged?

A: We are storytellers, and there’s no better storyteller than NFL Films. We appeal to the casual fan who wants to know the personal story and the avid fan who wants to know about the competitiveness. We have offerings that cover everything and we are very careful not to be intrusive when it comes to the competition.  We offer avid fans access to things like the Draft and Combine, and we offer casual fans music, entertainment and unique opportunities.

Q: From Halftime Shows to the spread in Marie Claire, a lot is being done to attract and engage female fans. Why is it so important to have so many female fans taking an interest?

A: Female fans make up 45% of our fan base. They are as knowledgeable and as engaged as their male counterparts. Our ratings are up with female fans and we want to keep them interested. We also want them to use football as a connector for their families and friends. We want them be confident in their children playing the game and we want them to engage with our product. Going to them where they are is part of the strategy. Homegating products, women’s apparel, and nailgating with COVERGIRL are all hitting that demo.

Q: Warren Sapp, Jerry Rice, Emmitt Smith: all NFL legends who went on to compete on Dancing with the Stars. How has the evolution of football players into mainstream celebrities affected the NFL’s visibility?

A: It has helped elevate the profile with different demos and expose our players to a new fanbase. A few years ago Emmitt Smith and I were on the NFL Thanksgiving Day parade float and about 100 13-year-old cheerleaders were chanting his name. He had just won Dancing with the Stars. He leaned over and said, “Who would ever have thought that would be part of my fan base?!”

Q: The Super Bowl is coming to the New York area this year. What does it mean to have the world’s most high-profile game played on the country’s biggest stage?

A: It means the most media and entertainment programming coverage we’ve ever had. It means more events, more high-profile media placements, more sponsor activation. It means the standard is elevated and we will strive to deliver!

Q: MKTG INC is producing the Legends Lounge this year. ­What’s your take on that experience?

A: We want to reconnect our Legends to each other and the game of football. We want to celebrate their accomplishments and have them truly embrace the history.  It will be an amazing opportunity to see guys reconnect for the first time in years. It will create the standard for all Legends events moving forward.

Q: The NFL is a strong supporter of many charitable causes, from support of the military to cancer awareness. Is there one that rings particularly true to you?

A: Play60 and fighting childhood obesity is a cause that we can all stand behind. We want to make sure we communicate to our fans that you can have a truly balanced lifestyle. We want kids to go outside and play, and it doesn’t have to be football!

Q: You’ve worked for two different commissioners over an era that’s seen drastic changes to the game and the NFL experience. Can you think of one thing in particular that made the biggest impact?

A: They are very different leaders. Commissioner Tagliabue changed the game when he cut the original deal with the Union. He built a strong game that was very stable. I believe that Commissioner Goodell has strengthened the NFL brand and allowed us to stretch our goals and thinking. Innovation and challenging the status quo is the mantra. The focus on the fans and the players is extraordinary and has helped us continue to grow.

Q: Women like you, Val Ackerman, Marla Miller and Kim Ng are seen as trailblazers for women in this business. What’s the future for women in sports?

A: The sky is the limit. As the fan bases grow and the games grow beyond the field, women will help mold the messaging and the strategy to keep up with the technology and the fans.

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Beyoncé Bowl

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Beyonce3Photo Credit: beyonce.com

So I’ve been a 49ers fan since I was a kid growing up in the Bay Area.  Who wouldnt’t be a fan when the team consisted of Joe Montana, Jerry Rice, Ronnie Lott and Roger Craig?  Of course, I’m excited to see the home team make it to the Super Bowl, but what I’m more excited about is this year’s half time performance by Beyoncé.  Now, I’m not a Beyoncé “stan” (obsessed fan), but I must say all the hype and promotion is making me look forward to what Queen Bey will bring to NOLA.

Unless you’ve been living under a rock, you’ve heard about Beyoncé’s infamous lip-syncing performance of the Star-Spangled Banner at the inauguration.  After horrible headlines (Beyoncé-gate…REALLY?!) and hilarious memes (Milli Vanilli comparisons), enough is enough. I think everyone would agree that she gave a great performance and could care less whether she lip-synced or sang live.

So, it’s not surprising that Beyoncé sang the national anthem a cappella during the NFL press conference. With that performance she squashed any doubts of her ability to sing and her love for America.  It was just another example “B” being a flawless performer, which I can attest to from witnessing her Roseland Ballroom concert for the album 4 where she was running across the stage and jumping on top of a piano all while belting out song after song (impressive? yes).

That being said, it will be exciting to see what’s in store for Sunday’s game. Will Beyoncé’s performance slay the stage? I’m pretty confident she will give people something to talk about leave them wanting more (oh wait, she’s announcing a tour soon!)–of course. But more importantly, will the Niners bring home their 6th Super Bowl ring (yes…count them!) home to the Bay? My money is on the Red and Gold.

Bonus: A little treat for my 49er’s fans. http://youtu.be/lo8wWpxJi4s

Written by: Jawara Delane

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Written by Admin
Admin

February 2nd, 2013 at 4:51 pm

FORTUNE FAVORS GUINNESS

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Fortune also favors the bold.  As the ancient Latin proverb goes, the  Goddess of Luck, Fortuna, favors those who consummately undertake course of action and risks.  We like risks at MKTG INC. We also really like Guinness.

Guinness, robust with roasted flavors of chocolate and coffee,  has been audacious enough to infiltrate sports bar environments of late, challenging consumers to go Head-to-Head in pouring the Perfect Pint.  Boom! Karate chop! Take that Bud and Miller!

And to the victor go the spoils. Guinness invited only the best and boldest to their Grand Finale event to tenaciously pour for a trip to Las Vegas in celebration of Super Bowl XLV. While there was one ultimate Perfect Pint Winner in the NE Region, it is rumored there will be another Guinness Head-to-Head competition between Jerome Bettis and the individual with the most outrageously, bold moment.  Want in? Keep a lookout for MKTG INC in a sports bar near you.

In fact, it’s 5pm on Friday – we’re going to practice.

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