5 of the Best Sports Marketing Campaigns of All Time

Do you ever wonder what the building blocks to a great marketing campaign are? Is it the brilliant use of research to develop demographics and psychographics that are most commonly found through a brands target market? Is it the thousands of surveys, and constant use of focus groups, expert testimonials, a various other data collection and analytics methods? Maybe it’s just simply the ‘Hollywood’ approach, where a famous face and a few laughs build a brand in the eyes of the consumer?

My answer to you, is all of the above. Ad. Campaigns, especially ones that leave us as the consumer with a new admiration for a brand, are so critical to lasting impressions of a company. The really good ones that we re-visit on YouTube and share on Facebook for months, or even years, after can generate millions in revenue. Concurrently Ad. Campaigns that fail can re-design a company’s entire image, leaving a public relations proverbial trail of tears for years to come.

Some ads are brilliant, many fall flat on their face-we all remember the depressing Nationwide commercial  featured in Super Bowl XLIX that starred a deceased child. Regardless of the success rate, good or bad, ads on both ends of the spectrum had one thing in common: they all sparked debate throughout our nation. Here’s my list of some of the best campaigns of all time.

 5. Nationwide Jingle featuring Peyton Manning

My list begins with the aforementioned company Nationwide, even though their ad in Super XLIX is regarded by many as the worst Super Bowl commercial of all time, it was not irreparable towards Nationwide’s reputation.

The continuing success of one of the most popular jingles has been matched with NFL great Peyton Manning to consummate a wonderful relationship of wit and personable marketing that has overcome the disastrous outcome Super Bowl XLIX.

To Nationwide’s credit, they recognized the immediate success of this campaign and quickly made it one of their marketing focuses. Expanding the campaign past commercial and into on-site sponsorships distributing nearly 40,000 “chicken parm you taste so good” t-shirts to eager Denver Broncos fans at a recent home game.

Proving that effective marketing strategies can transform from a campaign directed at one sector, but if an opportunity arises can be transformed into various other formats. In Nationwide’s case they can even be transformed into one of the company’s single most effective promotions ever.

Nationwide Jingle featuring Peyton Manning

 4. Oreos: Dunk in the Dark

Many of you may think that a fatty creamed-filled cookie has no business being in a list of sports marketing campaigns, and you may very well be right. However, the reason that Oreo is on this list is because of one of the most illustrious moves in marketing history.

Strategies in marketing are ever-changing and as a marketing professional it is quintessential that one is able to adapt and see trends before the average person can. The revolution of technology and the implementation of social media into our culture has made this skill ever so important. Marketers can now reach their market in a matter of seconds, meaning that real-time marketing has become one of the most widely used and hardest to master strategies utilized by all marketers across the globe.

Oreo took this challenge head on in 2014 when the lights at Super Bowl XLVII mysteriously shut off. While 99% of viewers were wondering what had happened, Oreo decided to make the best of the situation by releasing their dunk in the dark advertisement across social media platforms within a matter of minutes.

This brilliant marketing ploy, and effective real time application is why Oreo makes my list, and further proves that strategy and position make a world of difference in promotion. A quick decision and a few words across several platforms that turned into a revenue generating super campaign.

XXXX

3. Under Armour: Protect This House

For year’s athletic apparel manufacturer and distributor Under Armour was always considered a second-tier company behind the likes of Nike and Adidas. This thought process changed when Under Armour released its ‘Protect this House’ ad campaign over a decade ago.

The campaign that was directed mainly towards the gridiron and its football division took off so fast that many will make the argument that the company has become an industry leader, if not at the very least on par with the top apparel companies in the world.

This campaign has gone on to cornerstone the numerous other successful campaigns developed over in Maryland by the brilliant marketing team at Under Armour. For a company that was designed to protect the athlete that sweats a little too much, it only goes to show how effective the right marketing strategies can be, bringing Under Armour to the forefront of the fastest growing sector in the apparel industry.

Under Armour: Protect This House

2. Nike/Jordan Brand: RE2PECT

The perfect combination of paying homage to a sports legends while still branding a company’s image come in the form of Nike’s RE2PECT campaign. The campaign which debuted 2014, featured the Jordan Brand sponsored MLB legend Derek Jeter in some of the final at bats of his career with fans all across the country ‘tipping their hats to the captain. A video that proved no matter who your team is, everyone respects an individual that is widely considered as the archetype of their sport.

Much like the Dunk in the Dark campaign, RE2PECT was an omnichannel marketing sensation. Reaching over 50 million views on YouTube and countless others through television and various other social media shares.

The campaign may have only been one video, but the class and “respect” that was shown through Nike and the Jordan brand, is what leaves me tipping my hat to Nike with the number two spot on my list.

Nike/Jordan Brand: RE2PECT

1.Bo Knows

The top spot on my list goes to one of the greatest campaigns in marketing history, sports or otherwise. In a time where the technology did not play a major role in promoting, and marketing was done the good ole’ fashion way a struggling company released a campaign that would sky rocket them past every other apparel company in existence.

Before “Just do it” Nike was a company that was battling Reebok for superiority in the shoe sector of the apparel industry. Thus “Bo-Knows” was born, taking advantage of the multi-sport superstar Bo Jackson. Featuring him in a commercial participating in over 15 different sports featuring the diversity of their products. “Bo-Knows football, Bo-Knows baseball, Bo-Knows shoes”.

This led many to attest to the superior athleticism of Bo making him the perfect endorser for Nike’s cross-training footwear. In a matter of months Nike surpassed Reebok claiming nearly 80% of the shoe market share across cross-training shoes, and their overall brand image sky-rocketed, making it one of the fastest growing and most successful campaigns in history.

Bo Knows

If you have any memorable moments that these promotions brought you, please feel free to share them in the comments. If you believe that there is any campaigns that I may have snubbed Add a comment and persuade me!

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The Case for T.D.

As the NFL season wrapped up earlier this year, the Super Bowl 50 champion Denver Broncos were welcomed home by a variety of fans, executives, former coaches and players. Standing at the front of the line to meet the team as they arrived home from Santa Clara was Broncos all-time leading rusher, Terrell Davis.

As a sixth round pick of the 1995 NFL draft Davis was a relatively unknown player, who found himself merely fighting for a roster spot as a rookie. However after monstrous hit on a special teams play in a preseason game, the man fittingly known as T.D. was born and blasted onto the radar of every Broncos fan nationwide.

Continuing into the regular season Davis mounted an impressive rookie season accumulating over 1,000 yard rushing along with 7 touchdowns on just over 200 carries. Davis continued on to shoulder the load of the Broncos offense for the next six years accumulating some very impressive accolades. Accolades that have landed many other players into the prestigious NFL Hall of Fame. Many, myself included, have wondered why T.D has been snubbed for a nod into the hall himself.

Td

The Argument Against

Following four seasons that compare to just about any back that is already in the hall, Davis fell victim the common ‘Injury Bug’ that is every athlete’s worst nightmare. After only playing in 16 games through his final three seasons in the league and capped by a gruesome knee injury, Davis’ career was cut short after just 7 seasons.

On the mere fact of longevity sits the only reason that T.D. does not already own a gold jacket. An argument that in fact could discount several NFL greats from wearing the Jacket themselves. If we were to classify hall of fame inductions by how long players were in the league than the likes of many such as the great Gale Sayers would be turning in their jackets tonight.

The Argument For

Aside from the creation of the Mile High Salute.

In an article on footballperspective.com Adam Harstad breaks down the statistics of all 15 running backs that have been elected into Canton in the modern Super Bowl era and uses Davis as a comparison. A comparison that provides hard statistical evidence that even though his career was short, Davis matches his number extremely well against all others in the hall.

Out of every NFL alum that is Hall eligible, Davis remains the only player that has won an AP regular season MVP and Super Bowl MVP award that had not been elected.

Only seven players throughout league history have rushed for 2,000 yards in a single season. Out of the five players to accomplish this impressive feat that are eligible for the hall Davis remains one of two that has not been elected.

Out of all seven 2,000 yard rushers Davis was by far the most prolific scorer of the group, amounting a total 23 touchdowns in his 2K season. To put this into perspective, Chris Johnson was second in scoring with 16 touchdowns during his 2,000 yard campaign.

The NFL community often states that the post season is where legends are born. Davis himself stated “you can be the best in the league, but if you don’t win championships something is missing.”

That being said T.D. has one of the most outstanding post season resumes of any football player, running back or otherwise. Arguably the greatest post season running back in history, Davis’s statistics outweigh almost every running back, in almost every category that is currently already enshrined in Canton.

The Former Broncos running back is tied with Emmitt Smith (H.O.F. inductee) for the most 100 plus rushing yards games in post season history with seven. A mark that Davis accomplished in a mere eight games. Smith needed 17. Case in point.

If that isn’t enough to sway your mind, Davis still has the most yards per attempt at 5.59, and averaged 142 yards per game in the postseason, while also ranking fifth all time in postseason touchdowns with 12. His accomplished all of these marks in far fewer games than any of his fellow backs that are already all in Canton.

Let’s also not forget the heroic effort put forth by Davis in Super Bowl XXXII where Davis led the franchise to its first Lombardi trophy with 157 yards on the ground and three touchdowns. A game in which one of the greatest quarterbacks to ever play the game and first ballot Hall of Famer John Elway threw for only 127 yards with zero touchdowns and one interception.

Take Away

In an age where we have come to understand the physicality of football and the havoc that it can bring on a players body can bring a career to an end in one play. Why do we consistently refer to the length of a career as a benchmark for greatness?

Other than the fact that Davis’s career was tragically cut short, his accomplishments reign throughput record books to this day.

The fact of the matter is that we do not refer to it as the “Hall of Longevity” it is the Hall of FAME. Even though his career was short Terrell Davis made his mark on the game just as much as anyone currently with a bust sitting in Canton.

What will it take for Davis to finally receive his bust? Why is it that a franchise that has more Super Bowl appearances since 1983 than it does losing seasons only have four players representing them in Canton?