Global Marketing Blog Assignment # 4 (25 points)

NBA Superfan Challenge Gives Fans Access to Pre-season Tour

Digital Contest Will Give Two Winners Behind-the-Scenes Access to NBA Players Like Yao Ming and Tour Events

SHANGHAI (AdAgeChina.com) – The National Basketball Association is reaching out to sports fans with an interactive campaign to promote next month's NBA China Games 2010. In a pre-season publicity tour, the Houston Rockets, including local hero Yao Ming, will play two games against the New Jersey Nets in Beijing and Guangzhou.


The Rockets and Nets will play in Beijing on Oct. 13 at the Wukesong Arena and in Guangzhou on Oct. 16 at the Guangzhou International Sports Arena.

The week-long tour includes community and charity events, basketball development programs, player appearances, and fan promotions likely to attract viewers across China, where basketball has a long history. The sport dates back a century to an era when American missionaries turned up with a Bible in one hand and a basketball in the other to lure young Chinese to church.

Read the rest of the article here: http://adage.com/china/article?article_id=146172

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss the promotion that fans will have the opportunity to enter.  Do you think the promotion has fan appeal? Why or why not?  In your opinion, what aspect of the promotion do you think will be the most attractive to fans?  Be specific with your thoughts.  In paragraph # 2, discuss the NBA's challenge to appeal to a diverse target market in China, which has over 300 million basketball fans, according to CBA (China Basketball Association) estimates.  By doing this big promotion, are they going about tackling the challenge in the right way?  Why or why not?  Do you think other strategies should be tried?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

SEM Blog Assignment # 4 (25 points)

NBA Superfan Challenge Gives Fans Access to Pre-season Tour

Digital Contest Will Give Two Winners Behind-the-Scenes Access to NBA Players Like Yao Ming and Tour Events

SHANGHAI (AdAgeChina.com) – The National Basketball Association is reaching out to sports fans with an interactive campaign to promote next month's NBA China Games 2010. In a pre-season publicity tour, the Houston Rockets, including local hero Yao Ming, will play two games against the New Jersey Nets in Beijing and Guangzhou.


The Rockets and Nets will play in Beijing on Oct. 13 at the Wukesong Arena and in Guangzhou on Oct. 16 at the Guangzhou International Sports Arena.

The week-long tour includes community and charity events, basketball development programs, player appearances, and fan promotions likely to attract viewers across China, where basketball has a long history. The sport dates back a century to an era when American missionaries turned up with a Bible in one hand and a basketball in the other to lure young Chinese to church.

Read the rest of the article here: http://adage.com/china/article?article_id=146172

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss the promotion that fans will have the opportunity to enter.  Do you think the promotion has fan appeal? Why or why not?  In your opinion, what aspect of the promotion do you think will be the most attractive to fans?  Be specific with your thoughts.  In paragraph # 2, discuss the NBA's challenge to appeal to a diverse target market in China, which has over 300 million basketball fans, according to CBA (China Basketball Association) estimates.  By doing this big promotion, are they going about tackling the challenge in the right way?  Why or why not?  Do you think other strategies should be tried?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

SEM Blog Assignment # 3 (25 points)

Sports Marketers Challenged To Sell In New Landscape      

From CNBC, Sportsbiz

What intrigued me most about taking in the IMG Sports Marketing Symposium in New York City today was that — from all external signs — sports marketing has never been in better shape.

People are watching live sports in numbers that measure up against pre-Internet era consumption. For all the talk about fragmentation, fans are forgoing the DVR, flipping on Facebook or Twitter on a side device and tuning in to sports, en masse. New technology is enabling phenomenal new and exciting levels of interaction between fans and sports (with marketers finding a place within the medium).

Read the rest of the article here.  http://www.cnbc.com/id/39293244

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), respond the following questions.  In paragraph # 1, what do you think of the word and concept “Eventize” as it applies to current sports marketing trends.  Do you think this concept is what consumers are looking for?  Why or why not?  Be specific with your thoughts.  In paragraph # 2, tell me about your favorite sport (cannot use the NFL or College Football because it is already discussed in the article) and what technolically unique marketing strategies it is using to attract new fans/customers and retain existing ones.  Do you think they are acutally working?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Assignment # 3 (25 points)

Lucha Libre Video Game Gets Ready to Tackle U.S. Market

'Heroes del Ring' Introduces Americans to Storytelling Starring Masked Mexican Wrestlers

NEW YORK (AdAge.com) -- With the recent focus on Hispanic-targeted media and entertainment, one arena has remained largely untapped: video games. But that's about to change as "Lucha Libre AAA 2011: Heroes del Ring," a Mexican wrestling game from upstart publisher Slang, prepares to enter the ring next month.

 

"Heroes del Ring" is the largest video-game project to be conceived and created entirely in Latin America, and Slang is the first Mexican publisher of video games for the Xbox, PlayStation (PS3, Play Station Portable PSP), Wii and Nintendo DS consoles. Only 2% of characters in current video games are Hispanic, according to executives at the Vox Collective, the New York-based independent shop handling advertising for "Heroes," so this launch is a "cultural milestone," said Roberto Ramos, CEO and president of the Vox Collective.

Read the rest of the article here.  http://adage.com/hispanic/article?article_id=145965

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), respond to the following questions.  "In order to get audiences excited about the sport, Vox has created three trailers in both Spanish and English that each tackle various aspects of the game: the storytelling element of lucha libre, the characteristics of the sport and the gamer's experience. Thirty-second spots will air on cable channels such as ESPN, SyFy, MTV, MTV2 and G4 starting next week, as well as on Hispanic media outlets".  In paragraph #1, discuss the marketing activities that Slang plans for this product. What are your thoughts?  Do you think the marketing will be successful here in the USA?  Why or why not?  Be specific with your thoughts.  In paragraph #2, discuss what you think will ulimately determine the success of Lucha Libre AAA 2011: Heroes del Ring in the USA.  Think about the 5 P's and the 9 functions of marketing. Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

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Global Marketing Blog Assignment # 2 (25 points)

Burger King Introduces Iconic Character in the U.K.

Fast-Food Chain Hopes the King and New Owners Will Reverse Sales Slump

LONDON (AdAge.com) -- Burger King is introducing the iconic King character in the U.K. as part of a new campaign with the tagline, "Taste is King."

The King has landed in the U.K.

The 60-second spot, created by Crispin Porter & Bogusky, broke over the weekend during a prime-time airing of "The X Factor," the hugely popular British version of "American Idol." It launched just as Burger King confirmed it had agreed to a $4 billion sale to 3G Capital Management.


The commercial is part of an integrated campaign for the brand that will see the King making a tour of major U.K. cities this month. Residents of these cities, including London, Edinburgh and Glasgow, will be encouraged to follow the King, just as a growing horde of people do in the TV ad, to receive discounts and other offers at their local Burger King restaurant.

Read the rest of the article:

http://adage.com/globalnews/article?article_id=145798

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss how Burger King plans to market the "King".  In other words, what marketing activities (i.e. commercials, etc) are they planning to implement over the next few months that will become part of their overall marketing campaign in the U.K?  Do you feel they will be successful?  Why or why not?  Be specific with your thoughts.  In paragaph # 2, discuss some of the cultural considerations that Burger King would need to be aware of when taking their brand to another country. Watch the short commercial.  What did you see in the commercial that was culturally specific to the U.K?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

SEM Blog Assignment # 2 (25 points)

Tim Tebow joins Twitter, Facebook as part of new marketing push

Four days before his first NFL regular season game, Tim Tebow is now on Twitter.

The popular rookie Denver Broncos QB launched a Twitter account and a new website -- TimTebow.com -- on Wednesday. Tebow, who also started a Facebook page, drew thousands of followers in just a few hours after joining Twitter.

His first tweet:

"Thanks for all the years of support - I'm really excited about being able to keep in touch with all of you on twitter and facebook"

The launching of the social media platforms is part of a coordinated unveiling of a new company -- XV Enterprises -- that will manage Tebow's marketing interests. XV Enterprises (Tebow's uniform number is 15) is run by Tebow's brother, Robby Tebow, and friend Angel Gonzalez, CNBC reported.

Continue to read the rest of the article. 

http://content.usatoday.com/communities/thehuddle/post/2010/09/tim-tebow-joins-twitter-facebook-as-part-of-new-marketing-push/1

In a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, think about an athlete and their potential endorsement opportunities.  For example, signing a deal with Nike or Gatorade.  Discuss how may Tebow's Twitter account have a positive effect on his image and endorsement opportunities?  Is there potential for his Twitter account to have a negative effect on his image and endorsement opportunities?  Be specific with your thoughts.  In paragraph # 2, discuss your views on Social Media outlets like Twitter and Facebook as they relate to athletes, entertainers, and sports and entertainment organizations.  How can athletes, entertainers, and sports and entertainment organizations use them to their benefit?  Be specific with your thoughts.

Please sign your name to the bottom of you blog entry.