November 16, 2009

NFL Guerrilla Marketing

When the Dallas Cowboys played the Philadelphia Eagles last week, tight end Brad Celek of the Eagles caught a touchdown in the third quarter and immediately struck a pose that was oh so Captain Morgan familiar. This guerrilla marketing stunt earned the Eagles a 15-yard penalty in a game they eventually lost. According to a report on Yahoo, in hopes of raising brand awareness, Captain Morgan intended to offer lucrative charity contributions to the Gridiron Greats Assistance Fund in exchange for each instance a player was caught on camera doing its pose during a game. The Celek / Eagles stunt actually happened prior to the announcement, and with the NFL clamping down hard and announcing severe penalties, this campaign most likely ended before it started. But it certainly gave Captain Morgan a ton of exposure just the same.


No comments:

Post a Comment