This afternoon my 541 group and I were talking about marketing ideas for our campaign project. Recognizing that we have quite an advertising challenge and a limited budget, we talked about how we need to think way outside the box to make our campaign and product make a statement. We talked about guerrilla marketing techniques as a they could be great if they are used wisely and make sense with the product. Later on, while viewing my daily email blast from PSFK, I saw an article entitled “Buttocks Used As Placement For Olympic Advertising”. My only thought was “now that is way out of the box thinking”. Outdoor advertising has now been taken to new heights, or bottoms.
Athlete endorsements are still a way advertisers aim to leverage their presence in key events like the Olympics. For them, moving beyond the traditional television campaign is a crucial media strategy that supports their brand message. But does it really work? With the saturation of endorsements, we (the viewer) can almost become immune to them and many times see them as only part of the athlete’s uniform. I don’t recall if Michael Phelps uses AXE or Head and Shoulders, or if Misty May wears Nike or Nautica. So, what would make a sponsor buy space on an athlete’s butt? Would anyone really pay that much attention? Or would the novelty of the effort be enough to catch some media mentions? And why would athletes (like the U.K. female beach volleyball team) go to such an extreme to gain a sponsorship?
As an advertising professional, this attempt to break through the clutter only makes me smile. With limited budgets, tight competition and a multitude of media outlets, advertisers need to look beyond the traditional means to make their statement. And while the Olympic committee may still be discussing whether this type of advertising meets their codes, buttocks all over London may be getting ready to roll out their own campaign. Let the game of sponsorship begin!
Via PSFK: http://www.psfk.com/2012/07/olympic-butt-advertising.html#ixzz21yX7vYrh