The Biggest Sports Endorsement Deal of All Time|海报/平面|广告营销案例【ADGuider广告指南】

有史以来最大的体育代言交易

案例简介：相关性这个想法利用环境媒体让消费者与品牌互动并获得新闻报道。这是一个难以置信的低成本想法，但赢得了重要的新闻报道，导致 300% 的销售增长。 ClientBriefOrObjective 总预算为 340 美元。我们把一个很少有人听说过的品牌和一个很少有人听说过的棒球运动员变成了一个巨大的新闻故事。这导致阿彻产品的销售额增长了 300%。更不用说媒体对该品牌的报道了。概要阿彻是一家男性家居用品公司。他们生产各种各样有男子气概的家庭护理产品，如空气清新剂和香皂。阿彻只有五岁，是一家小公司，但在市场上有很大的影响力。他们走近我们，寻找一个颠覆性的想法，尽管预算非常有限，但这个想法可以突破拥挤的类别，与他们的目标联系起来。活动描述阿彻想制造一些轰动，所以我们与独立联赛投手克莱 · 查普曼签署了历史上最大的体育代言协议: 34亿年支付 1000万美元 (可以选择延期)。战略我们需要与热爱运动的男人建立联系。问题是体育营销昂贵，阿彻的年度营销预算很少。我们知道我们需要破坏。这就是为什么我们没有复制那些大的体育品牌，追逐收入最高的球员。也因为他们的律师给我们发出了停止和停止信件。相反，我们直接去了小联盟，在粗糙的地方发现了我们的钻石: 风城霹雳投手克莱 · 查普曼。克莱非常适合这个品牌，因为他是一个年轻、饥饿的球员，他非常喜欢空气清新剂 (因为他在更衣室呆了很多时间)。为了确保这笔交易足够大，可以登上头条，我们举行了一次新闻发布会，宣布有史以来最大的体育代言。执行当我们把 34亿美元交给一名体育运动员时，我们做了任何人都会做的事情。我们在一个体育博物馆主持了一个新闻发布会，以一位著名的棒球播音员的名字命名。我们让克莱对媒体讲话，媒体带来了新闻摄像机和记者。我们通过 Facebook Live 为来自世界各地的粉丝和媒体直播了这次活动，所有的社交和数字内容都将人们带到 archermen.com。最重要的是，我们有粘土签名。很多很多的签名。结果那么，它起作用了吗？你打赌。福克斯、美联社、美国全国广播公司和数百名克莱的粉丝等主要新闻机构参加了这次新闻发布会。我们从没有人听说过我们，到每个人都在一夜之间谈论我们。阿彻的销售额增长了 300%，仅投资 340 美元。对于合作的第一年来说，这是一个非常好的投资回报，我们预计这一轨迹将在未来 9,999,999 年继续下去。

有史以来最大的体育代言交易

案例简介：Relevancy This idea leveraged Ambient media to allow consumers to interact with the brand and earn press coverage. It was an incredibly low cost idea, but earned significant press coverage that resulted in a sales lift of 300%. ClientBriefOrObjective The overall budget was $340. We turned a brand that few people had heard of, and a baseball player that even fewer people had heard of, into a huge news story. This resulted in a 300% increase in sales for Archer products. Not to mention more media coverage the brand had ever seen. Synopsis Archer is a home goods company for men. They make a variety of manly home care products like air fresheners and dish soaps. Only five years old, Archer is a small company, but is well-positioned to make a big impact in the marketplace. They approached us looking for a disruptive idea that could break through a crowded category to connect with their target despite a very limited budget. CampaignDescription Archer was looking to create some buzz, so we signed independent league pitcher Clay Chapman to the largest sports endorsement deal in history: $3.4 billion paid out over 10 million years (with an option to extend). Strategy We needed to connect with men who love sports. The problem is sports marketing is expensive and Archer had a small annual marketing budget. We knew we needed to be disruptive. That’s why we didn’t copy those big sports brands and chase the highest paid players. Also because their lawyers sent us cease and desist letters. Instead, we went straight to the minor leagues and found our diamond in the rough: Windy City Thunderbolts pitcher Clay Chapman. Clay was the perfect fit for the brand because he’s a young, hungry player who really appreciates a good air freshener (since he spends so much time in locker rooms). To make sure the deal was big enough to grab headlines, we held a press conference to announce the biggest sports endorsement of all time. Execution We did what anyone would do when handing over $3.4 billion to a sports player. We hosted a press conference in a sports museum, named after a famed baseball announcer. We had Clay speak to the press, who brought news cameras and reporters. We streamed the event over Facebook Live for fans and media from around the world, with all social and digital content leading people to archermen.com. And, most importantly, we had Clay sign autographs. Lots and lots of autographs. Outcome So, did it work? You bet. The press event was attended by major news outlets like FOX, The Associated Press, NBC, and hundreds of Clay’s fans. We went from no one having heard of us, to everyone talking about us overnight. Archer sales increased by 300%, with just a $340 investment. That’s a pretty good ROI for the first year of the partnership, and we expect the trajectory to continue over the next 9,999,999 years.