Picks of the Week: May 15, 2017
Just Eat & The X Factor UK Deliver a Tasty Sponsorship Deal
Food ordering Platform, Just Eat, has recently signed a multimillion-dollar sponsorship deal with ITV’s flagship singing competition, The X Factor UK. At the heart of the sponsorship will be the “Chef Factor” campaign, where Just Eat will scour its 27,600 restaurant partners nationwide to find the chef with the best vocal chords. Real chefs will star in the branded TV idents that will appear at the beginning and end of commercial breaks during The X Factor weekly broadcast. Viewers will be able to vote for their favourite chef. To round out the program, Just Eat will also offer UK customers exclusive access to the show, including behind-the-scenes content and ticket giveaways throughout the series. For Just Eat, partnering with a TV giant has some clear draws. For one, they are hoping to piggyback on the indisputable success and popularity of the show, which continues to pull in millions of viewers each week. Second, they are hoping to bring the brand into the homes of more families and move them along the purchase funnel from awareness to consideration as they enjoy a night] in front of the TV. After all, food tends to play a big role in the prime time, TV-watching ritual. Ultimately, the partnership promises to deliver the scale that Just Eat is looking for and will provide a unique opportunity to showcase the breadth and diversity of the cuisine it offers. Chefs are the unsung superstars of the kitchen and now, they get to be brought into the spotlight. It’s music to the ears… and bellies!
Online Gambing Company Bumbet, Secures deal with Sudamericana Cup
Online gambling is continuing its drive into the sporting world. This week, Brazilian online betting company Bumbet became a premium sponsor of the South American Football Confederation (Conmebol)’s Sudamericana Cup for the next two years. Bumbet will enjoy regional visibility at venues, on TV, via press coverage and social media. This exposure will help to identify their brand as a leading Sportsbook site in South America. With recent actions by Conmebol, including the addition of more teams to the league this coming season, and talks with UEFA of restarting the Intercontinental Cup, it is clear they are looking to expand. Estimates have placed a value higher than $700 billion USD on the sports betting industry. With more online betting brands engaging in sports sponsorship, the public is slowly more accepting of this practice. Conmebol recognizes this trend and took the opportunity to sign a deal with a Bumbet, securing a leading partner in a major industry.
Tough Mudder & Amazon Form New Partnership
This week, the endurance event series, Tough Mudder announced a partnership with the online retailer, Amazon. The deal cements the e-commerce giant as the “official online retailer” for Tough Mudder’s 2017 event season. This will result in the creation of a dedicated digital storefront including race-related video content and an exclusive co-branded mini-series entitled “Coachified”. The targeted content will be developed by Tough Mudder and will showcase fitness and wellness experts, providing information on training and nutrition with the integration of specific products available for purchase through the dedicated storefront. Prior to this partnership, Tough Mudder was limited to sharing video content via social channels such as Youtube and Facebook. They will now be able to drive their following to a curated space where loyal enthusiasts will be able to consume relevant content and purchase race related items in a one-stop-shop environment. Amazon stands to benefit from increased traffic which could lead to increased sales. This will also support their original content creation initiatives via the distribution of exclusive videos that are curated and created by Tough Mudder. Other Tough Mudder CPG sponsors can now be featured in the curated retail space, driving sales and adding value to the fitness brand as a viable investment property.
Kathy Griffin Stars in Crappy TV-Spot...
Squatty Potty was originally pitched on Shark Tank and was successful in receiving investment from Shark Lori Greiner. The product claims to help prevent colon cancer and other ailments that affect the older population which helps this spot hit the mark. Kathy Griffin’s brash sense of humour is well known by the 40+ demographic and translates well in this “full of sh-t” spot. The unique product takes a tongue-in-cheek approach to their marketing and secured an endorser that can effectively communicate that approach.