The PromaxBDA: The Conference session, “Integrated Marketing, Creative Solutions and What’s Next,” happening, today, Wednesday, June 19, at 4:45 p.m., explores the evolution of how marketers are balancing content, creative and strategy and seamlessly blurring the lines between marketing the channel or program brand, the consumer brand and content.

As we have neared the session, PromaxBDA has presented a series of sports marketing case studies featuring memorable brand integrations from the past year. In our final study, Deion Sanders turns into Leon Sandcastle to bring NFL Network and Under Armour together:

Deion Sanders played in the NFL from 1989-2005, won Super Bowl XXIX with the San Francisco 49ers and Super Bowl XXX with Dallas Cowboys, and was elected to the Pro Football Hall of Fame in 2011. But as an analyst for the NFL Network, Sanders “dreamed” of making his NFL return, and tried to do so as his alter ego, Leon Sandcastle.

In the multifaceted campaign, Sanders as Sandcastle, wearing a mustache and afro, scored high numbers during the NFL Scouting Combine (in which scouts and coaches assess incoming rookies), became part of the “Madden NFL 13” video game and signed a deal with Under Armour that was announced via a national press conference and TV commercial. A report published on NFL.com said that the Kansas City Chiefs would draft Sandcastle as the overall No. 1 pick in the NFL draft – a story that was taken as reality by some despite the fact that the story was published on April Fool’s Day. Prior to the NFL Draft in late April, NFL Network had Sanders interview Sandcastle. And NFLShop.com had Sandcastle jerseys and T-shirts for sale.

Further clouding reality was a TV spot showing Sandcastle actually being drafted by the Chiefs and being introduced by commissioner Roger Goodell, who looks at Sandcastle and asks, “Have we ever met before?” The campaign drove traffic and viewers to NFL Network and solidified Under Armour’s status as an NFL partner and the presenting partner of the NFL Scouting Combine. It continues via social media, where Leon Sandcastle has his own website and destinations at Facebook, Twitter, Tumblr and Instagram.

Barry Janoff is director of sports media marketing initiatives for PromaxBDA. He also is the executive editor for NYSportsJournalism.com which covers national sports marketing, business and media news; and a contributing writer for Yahoo! and MediaPost.

Tags:


  Save as PDF