I love marketing tie-ins with sports. Tonight in New York, a great one is scheduled. The Wise Potato Chip people have arranged for everyone at the Reds-Mets game to get a small bag of chips on the way in, and, after the second inning, “crunch” in unison to set a Guinness World Record.
This one’s kind of fun. although I’ll bet the stadium cleanup crew won’t think so as they’re picking up 42,000 little potato chip bags from under the seats. I like the fact that one of the smaller regional brands is attempting to get visibility with a unique tactic that will cost, in total, less than Frito-Lay spends running a few prime time TV spots. I”m just disappointed they didn’t wait for Chipper Jones to come to town.
And I’ll even ignore the fact that chips are so often promoted on the basis of their “crunch.” Do you really buy them based on “crunch”? I just like the taste, and as long as they’re not too stale to crunch, I’m happy. (But maybe that’s just me; if crunch matters to you, let me know!)
You’ll find some of the best (?) tie-ins at minor league baseball stadiums. Everthing is sponsored somehow, in the ballpark and on radio broadcasts. Our local team has things like a “Family Fare” fair ball” and the “Faygo” pop-up. Home plate is occasionally swept by a local chimney sweep, and trash is collected in the stands by a formally-dressed couple representing a local dry cleaning chain. You get the idea.
Seems like NASCAR has sponsorships down, too – considering it’s hard to tell what color the car is under all the logos. But I think golf is missing an opportunity here. Just think of how those stuffy telecasts would sound if the announcers pointed out that what you just saw was a “Frito-Lay” great chip or a spectacular “Ore-Ida Potato” wedge shot. Each round would start, of course, with a “Tetley” tee time. And I don’t know how much promotional dough they’ll be able to spend post-bankrupty, but I’ll bet a certain car company could think of a way to capitalize on those previously under-appreciated “caddies.” Or considering they walk the whole way, maybe not. Perhaps Fiat would be interested.