The sports industry has discovered that reaching consumers has never been easier than in the past several
years. With the click of a mouse, sports fans can sign
up for their favorite team’s latest news. These teams
can E-mail fans regarding upcoming ticket sales and
special discounts for team-related merchandise.
Famous sports figures are now being
used as brand names as well. Former pro
wrestler Hulk Hogan and boxing champion
George Foreman, for example, are nearly as
well-known nowadays as DR spokesmen for
grills as they are for their past careers.
These two use their credibility with their
fan bases to reach out to those fans and others familiar with their names.
And while the direct response
world has always offered success
for marketers selling fitness products, direct response marketing has
branched out toward the sports
side of the sports and fitness industry during recent years, with large
corporations and marketing firms
working together to sell products.
The advertisements reached nearly 12
million subscribers, and ran before and during ESPN’s Monday Night Football. The
ads were designed to urge viewers to access
player profile videos, play NFL trivia to win
NFL jerseys, and purchase Reebok replica
NFL jerseys during the television broadcast
by entering
their credit
Reebok and NFL Team on
Interactive Campaign
When sports clothing company
Reebok Intl. Ltd. sought to make
itself known as the official outfitter
of the National Football League
(NFL), it partnered with media
companies Bright Line Partners, The Media
Group (TMG) and Ensequence to bring
Dish Network satellite television subscribers an interactive television experience.
The direct marketing campaign launched in
September and aired during the first eight
weeks of the NFL’s regular season, entertaining viewers while raising awareness of
Reebok’s new deal.
Reebok’s interactive campaign allowed Dish Network
subscribers to play NFL trivia and purchase jerseys of
their favorite teams.
card information via their Dish Network
remote controls.
“We tracked the results during the campaign, and we saw lots of viewers interact
with the campaign immediately,” says Doug
McGary, president of TMG’s The
Interactive Group. “The first day alone saw
thousands of jerseys sold and consumers
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