Use celebrity endorsement at your peril
Posted Wednesday, June 21, 2006 at 8:10pm in Off topic, PR General |
For those who have been living under a rock (or in the US :)) for the last couple of weeks, you may be unaware that the world’s most representative team sport event, the World Cup, is currently taking place in Germany. The World Cup event is huge and winning it means so much to so many people in the competing countries. Football fans are probably the most passionate fans in the world. Some have no limits to how far they will go to support their team.
Needless to say, advertisers have a field day in the build up to the event and through the event itself. And, to be fair, PR isn’t doing too bad from it either. You can’t watch TV without Beckham, Rooney, Ronaldinho, Lampard and the rest in your face trying to sell you something. Even the old England lions are taking a bite of the pie.
But an element of risk will always be part of working with high profile individuals. That’s the chance you take I’m afraid and often the use of celebrities in PR, marketing and advertising campaigns does backfire. Take for example, England striker, Michael Owen. Anyone who watched the England v Sweden match last night will have seen Owen crawling off the pitch no less than two minutes into the game with a knee injury.
Shame too. Owen plays for my team of choice, Newcastle United, in his regular day job. Coincidentally, Newcastle United is sponsored by building society, Northern Rock, who have also been running an advertising campaign featuring Owen wrapped in the England flag with slogans saying “One of ours over there” and “Can we have him back in one piece please”.
These ads were meant to be run for as long as England were in the World Cup and there’s even one with Owen alongside England rugby World Cup winner, Jonny Wilkinson, and Ashes winning cricketer, Steve Harmison, saying “No pressure Michael.”
Well, it’s no surprise Northern Rock have cancelled the ads and now Newcastle United is left to “pick up the pieces”. I can’t begin to imagine how much this campaign would have cost but I’m thinking ridiculous amounts. Oh well, use celebrity endorsement at your own peril I guess.
Via Media Guardian
Wanna hear the best England song of all time? Watch the YouTube vid below.
“Three lions on a shirt, jewels we made still gleaming, 40 years of hurt, never stopped me dreaming … It’s coming home. Football’s coming home.”
Goosepimples everytime.
Related Posts
- Job goin' at Cake 03.27.
- PR people shouldn't do brothels 08.24.
- Two things 03.13.
- Vote for us! 03.20.
- Interview: talkToshiba 08.16.
- Next post: « PR bloggers: Can you Digg em?
- Previous post: This is a post from guilt »
20 Comments
Richard Millington
Thursday, June 22, 2006 at 8:10am
I don’t want to be picky, butttt….
it’s “Jules Rimet still gleaming” (french pronounciation).
That was the name of the World Cup trophy that England won and were given a replica of to keep.
http://en.wikipedia.org/wiki/Jules_Rimet_Trophy
Stephen
Thursday, June 22, 2006 at 8:19am
Richard, not picky at all. I think you’re right.
But I’ll keep it ‘jewels we made still gleaming’. So much easier to sing in my car on the way to work.
Richard Bailey
Thursday, June 22, 2006 at 11:04am
I was there (Euro 96 semi-final, England v Germany at Wembley) complete with face paint. You’ll like this: in the row behind me was a vocal Geordie along with his heavily pregnant partner. Each time I jumped to my feet I had to hope that my elbow wouldn’t cause any fatal damage. I hope the child’s well; perhaps s/he’s a ten year-old would-be Shearer.
Stephen
Thursday, June 22, 2006 at 11:16am
Hah! Great story. Sad to say I’ve never been to an England/Germany game. Would absolutely love to though!
Richard Bailey
Friday, June 23, 2006 at 10:34am
Thought you’d like that. You’ve not been to an England-Germany game but you have been described as ‘the UK’s top student blogger’ in PR Week today (back page, in reference to Tony Bradley’s blog.) Guess who first called you that?
Stephen
Friday, June 23, 2006 at 10:48am
Hah! Someone mentioned that. Although, I’m not a student any more … I’ve earned my wings now!
Richard Millington
Friday, June 23, 2006 at 10:50am
You were there at THAT england -vs- germany game. I remember it so clearly. That Gareth Southgate penalty was terrible, he went to my old school as well.
Who takes a pregnant lady to a football match?!?
Congratulations Stephen on that PR week accolade.
Stephen
Friday, June 23, 2006 at 11:52am
Cheers R,
Alexandra Pullin
Friday, June 23, 2006 at 4:07pm
So what do we think will happen as far as celebrity endorsements for the England team if they do win? It is going to be sheer madness.
I have (rather frightening) visions of Peter Crouch’s ugly mug on buses and giant billboards. Eurgh!
Stephen
Friday, June 23, 2006 at 4:27pm
“So what do we think will happen as far as celebrity endorsements for the England team if they do win?”
I think it’s going to make them even more ridiculously filthy rich!
Not jealous at all.
Karel
Friday, June 23, 2006 at 4:33pm
Not only do advertisers and the companies they represent have much to gain from a strong, visible presence in the World Cup arena, countries also have much to gain from this visibility. Take the case of Trinidad and Tobago and its Soca Warriors. The Soca Warriors were the underdogs of this World Cup and emerged as a team that was respected and loved for their pure passion and determination. Added to which, the many Trinbagonians who were in T&T and the hundred plus cultural contingent did their bit to showcase T&T as a country full of fun-loving, passionate and determined people. On any major web entry page, e.g. AOL, MSN or Yahoo, T&T had a few front page mentions. Nothing can beat that sort of publicity. Now, it’s to see what it will do for tourism.
Stephen
Friday, June 23, 2006 at 7:15pm
Nice points Karel,
Indeed you’re right. It will be interesting to see what the World Cup has done for T&T. It’s certainly raised my awareness of the country.
samwilcox
Tuesday, June 27, 2006 at 12:20pm
Hi Stephen,
Great point about the celebrity endorsement, it seems now that a product doesn’t exist without the celebrity seal of approval! I have quite an issue at the moment with the World Cup ‘official sponsors’ but I suppose thats the great thing about weblogs, I now get to vent my opinions! And with regards footballing sponsorship anything that allows me to see more of Lampard and Terry is ok by me! lol
Stephen
Tuesday, June 27, 2006 at 9:15pm
“And with regards footballing sponsorship anything that allows me to see more of Lampard and Terry is ok by me! lol”
Hmmm … we’re not Chelski fans are we Sam?
Richard Millington
Thursday, June 29, 2006 at 8:09am
We just all want to see Crouch play and do the robot again. I’m surprised he stopped doing it, he was getting so much publicity from it.
Alexandra Pullin
Thursday, June 29, 2006 at 10:25am
Have you seen ‘Michael Owen’s Blog’?
http://worldcup-uk.spaces.msn.com/PersonalSpace.aspx/
Stephen
Thursday, June 29, 2006 at 6:59pm
Yeah I blogged about it a couple of months ago strangely enough. I subscribed to the feed but got bored with it.
Alexandra Pullin
Thursday, June 29, 2006 at 11:31pm
Sorry I am so very behind the times!
Richard Millington
Friday, June 30, 2006 at 2:39pm
http://www.the-times.co.uk
Nick Schmidt
Tuesday, July 4, 2006 at 4:45am
yea this world cup stuff is pretty crazy!!
lastlapnick.blogspot.com