Tag Archives: NBA

Carmex and the Half-Court Hero!


Marketers know that the best campaigns contain various marketing tactics which are integrated for maximum exposure. Showing an advertisement is one way to gain exposure, but that is a push-feed at the consumer and doesn’t allow for any two-way interaction to build a relationship. However, adding other media such a contests and give-aways increases consumer interest and participation, as well as expands the brand’s image and exposure for a longer period.

Case in point: Carmex lip balm and personal care products. In mid-2012, Carmex launched a sweepstakes called “Be a Half-Court Hero” offering consumers a chance to win a trip to Miami to see a NBA game and make a half-court shot to win $75,000, with another $75,000 donated to a charity. A long shot, sure, but for one lucky person it was the chance of a lifetime.

Before going any further, watch the video and prepare to be amazed at the shot: http://www.nba.com/video/teams/heat/2013/01/26/Carmexhalfcourtshotwinnerjan2520-2365116/index.html

In the end, the winning shot was shown on national news channels for several days – gaining incredible exposure for Carmex, Labron James, the NBA, and Miami Heat. Challenge your students to design a similar contest and see what they come up with to meet the challenge.

Group Activities and Discussion Questions:

1.      View the company’s Web site at www.mycarmex.com.
2.      Show the video at http://www.nba.com/video/teams/heat/2013/01/26 /Carmexhalfcourtshotwinnerjan2520-2365116/index.html
3.      Divide students into teams and assign each team a product (i.e., detergent, gasoline, snack foods, etc.). Have each team design a contest or give-away that could be sponsored by a company.
4.      What are the objectives of the contest?
5.      How can the contest be integrated with various marketing tactics and social media.
6.      How would students promote the contest and the results?

Source:  Various news sources, 1/26/2013

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Lin and Volvo match up for China

Jeremy Lin is one of the hottest athletes for endorsements, and his appeal goes far beyond the New York Knicks market. Lin is a hot star in the Chinese market – and that is a good reason for Volvo, a Chinese-owned company, to sign up the 23-year old basketball phenomenon to promote its cars in China, other Chinese-language markets in Asia, as well as the U.S.

Why link Lin and Volvo together? According to comments made in the press conference by Lin, “both of us are striving to be better and smarter at what we do, and to do it in our own way.”

Lin also represents a strong component for Volvo’s increasing use of social media. The company has used the athlete’s name in Facebook and Twitter entries, generating strong consumer response for the partnership. A television ad should be available soon.


Group Activities and Discussion Questions:

  1. Why is Jeremy Lin such a hot commodity for endorsements right now?
    1. What is his appeal for companies? For consumers? For a global marketplace?
    2. What are other products he has endorsed?
    3. Show the video clip of the Volvo/Lin press conference.
      1. http://youtu.be/fv5G-pJMaDA  (also available on company’s Web site)
      2. Have students view the Volvo Web site: www.volvocars.com
        1. How is the company using Lin to promote its products?
        2. What are other opportunities for Lin to promote Volvo?
        3. Ask students to list other athletes who are endorsing companies and products?
          1. Who are they? Are these successful?
          2. How does Lin compare with other celebrity endorsements?
          3. What is the importance of Lin for penetrating the Chinese market?
          4. What are the risks, and rewards of celebrity endorsements for companies?


Source:  Brandchannel.com, 3/20/12; Los Angeles Times; New York Times.


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