On the heels of signing Rory McIlroy to what’s rumored to be a $200M contract, Nike releases the ‘youngs’ version of a classic dueling athlete commercial – dubbed, “No Cup Is Safe”. For those of us in the middle age department of life, you’ll recognize this very familiar story line ‘borrowed’ from McDonalds, featuring Larry Bird vs. Michael Jordan (apologies for the poor YouTube quality). It’s a great spot, and a hat tip to Rory becoming the ‘air’ apparent to Tiger within the walls of Nike Golf.
Nielsen just released their latest ‘Three Screen Report‘ (quarterly report) that analyzes the use of video across 3 screens (TV, Internet, Mobile Devices) either live, or ‘time shifted’ through their DVR or downloaded means. Key takeaways from the report indicate that DVR usage is up (+21.1%) and the viewership of Online Video spiked significantly in Q3 of this year (+34.9%). The Nielsen spokesperson made a key statement on their blog today:
“Americans today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”
My take? Your video strategy better encompass all three screens – with an increased emphasis on the Internet and Mobile platforms. I’m not saying that the 10-foot TV experience is dead, but I think you’ll see an increased customer emphasis on mobile, portable content that can be consumed on their timeline – wherever they are.
In a move to stem their flagging viewership, MTV has ‘gone social‘. The Alex Chung Show, slotted in the highly important after school slot will be the Total Request Live of the social networking generation – going so far as to allow users to interact directly with programming in real time by uploading their favorite videos, including their own creations, that might be slotted in for air time on the show. Appealing? Maybe. Then again – maybe they should remember what they started in the early 80s and actually play some videos. Will Social Media Kill the Radio Star?
I am finding more and more that when I watch TV, I actually watch the commercials – whether I’ve DVR’d the show or not. If I am zipping through what I’ve recorded, I still pay attention, and if something catches my eye, I stop, rewind and watch. That happened last night. I found the newest Gatorade spot, featuring Tiger Woods, very interesting. Upon first blush, I really thought it was a Nike commercial (other than a very small mention of ’Gatorade’ Tiger on the voiceover) - notice the Nike logo on the front of Tiger’s hat, the Nike logo on the ball, and the TW logo (his sub-brand within Nike Golf) on the back of his hat. Next you see a Nike visor on the next animated character. It’s not until 30 seconds in that you see any visual glimmer that this is a Gatorade spot, and it’s very subtle - a logo on a sign… Only at the end do you get the full pitch from Gatorade on their ‘Focus’ offering.
Interesting tactic – leverage the halo of the Nike brand (down to Tiger’s famous Nike Golf spot) and the overall Tiger ‘brand offering’ to give lift to your product. Final note – you go to Gatorade’s site, and there is no mention Tiger under the ‘Athletes‘ section – only under the Focus Product Line. Intentional? Probably – if there is one person that’s excellent at protecting their ‘personal’ brand – it’s Tiger.
The Networks (CBS, NBC, ABC, and Fox) have been streaming their program lineup online for some time now. NBC’s HULU combines current shows with favorites from our past, including a limited selection of full movies. When I travel and can’t wait to watch a show that I have DVR’d at home – I’ll tune in online and get my fix. In the Big Apple there are plenty of folks that are ‘cutting the chord‘ completely to save money during this rough economic time… If it weren’t for live sports, I might think about doing the same. Can’t live without my SportsCenter!