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Direktmarketing mit der EURO 08

April 17, 2007 on 8:31 am | In General, Consumer Relations, Event Management | No Comments

Langsam wärmen sich die Unternehmen für den grossen Run auf die EURO 2008 auf. Das Direkt Marketing Team der Schweizerischen Post gibt seit längerem einen EURO 08 Newsletter heraus, in dem es Tipps und Tricks von der Strategie, über das Konzept bis hin zu konkret anwendbaren Ideen gibt. Im heutigen Newsletter geht es um Dialogideen für die Euro 08.

Den Newsletter finden Sie hier.

Sport-Movies: Eine ideale Sponsoringplattform

April 10, 2007 on 9:13 am | In General, sponsor relations, Consumer Relations | No Comments

Blades of Clory ist das neuste Beispiel, bei dem Sport verfilmt wird und dabei einem einzigen grossen Werbespot nahekommt. Bereits bekannt sind vergleichbare Autorenn- oder Boxfilme. Beim Streifen “Blades of Glory”, der noch 2007 erscheinen wird geht es um eine Eiskunstlaufkomödie die gespickt ist mit Brands:

7-Eleven, adidas, Airwalk, Arthur Murray Dance Studios, Aveeno, Budweiser, Capri-Sun, Captain Morgan, CBS, Chevrolet, Cigar Aficionado, Cool Whip, Crest, Cup Noodles, DC Shoes, Dunkin’ Donuts, ESPN, Fiji, Foot Locker, Forbes, Google, Honda, Honeycomb, Johnson & Johnson, Lincoln, Mane ‘n Tail, Maxim, Men’s Health, Milk Duds, Money, Nationwide, Nintendo Game Boy, Orbitz, Original Penguin, Pepsi, Philips, Pioneer, Pop-Tarts, PUMA, Robeks, Salomon, Sealy Posturepedic, Sennheiser, Skittles, Slim Jim, SoBe, Sports Illustrated, Subway, The North Face, Time, TrimSpa, Trojan, Verizon, Volvo, VTech, Xbox, Zamboni.

Die Story selbst kommt hingegen recht platt daher. Zwei im Einzelwettkampf gescheiterte Eiskunstläufer tun sich zusammen, um am ersten Männer-Paar-Eiskunstlauf teilzunehmen. Die harten Trainingswochen und der Wettkampf werden unterstützt von sage und schreibe 57 Marken. Damit ist der Film wohl einer der meist “verbrandeten” Blockbuster in diesem Jahr.

Es fragt sich da der kritische Kinobesucher: Wieviel Schleichwerbung verträgt die Filmindustrie noch? Werden Filme denn nur noch produziert um Werbeplattformen zu schaffen?

Fragt sich zudem, ob die Sponsoren des Eiskunstlauffilms sich auch in Wirklichkeit für den Sport engagieren oder ob sie lediglich Hollywood nutzen, um sich sich sportlich zu geben. Wer sich meines Erachtens filmisch mit Product Placement an die Zuschauer wagt, muss dies immer auch in Abstimmung mit der restlichen Marketingstrategie tun. Passt es beispielsweise, dass Budwiser - sonst Sponsor der National Hockey League (NHL) - sich bei Blades of Glory auch im Eiskunstlauf positioniert. Nehmen die Zuschauer dem Bier den Schritt vom harten Männerbier (NHL) zum philigranen (Damen?)-Bier (Eiskunstlauf) ab, oder ist bei Budwiser Hopfen und Malz verloren? ;0)