… that marketing campaigns can sponsor events? I knew companies could but I got introduced to this concept just now on the Rose Bowl where viewers will be treated to the “Built Ford Tough Postgame Show.”
I’m not sure how I feel about this one. I mean, I understand where they were coming from – “We need to embed our messaging into the sponsorship, etc” but it doesn’t seem like a good fit. First, “Built Ford Tough Postgame Show” does not flow trippingly off the tongue. Second, a slogan/idea/positioning statement/sentence fragment (!?!) is a confusing descriptor for a postgame show. It’s like Home Depot sponsoring it and calling it the “You Can Do It. We Can Help Postgame Show.”
On the other hand. They’re Ford. They’ve been dropping huge chunks of change on big sponsorships and advertising for years. I think it’s safe to assume that most people know who they are. So why not use this opportunity to communicate something about the brand? Good so far but where the Motor City giant veers off track is in it’s messaging.
“Built Ford Tough” is more business as usual and in case anyone has been living under a rock, the landscape in the automotive industry has been changing dramatically – especially for the Big 3. One idea would have been to take one of their new models that they are pinning their ’07 hopes on and have that sponsor it. Like the “Ford Edge Postgame Show.” Or the “Bold Moves: The Ford Postgame Show.” That is their current slogan and actually sounds exciting and is relevant to the event.
Just my thoughts. You got any? Oh … Happy 2007.