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    The Problem With Saying "Super Bowl"

    John Melley - Tuesday, January 26, 2010
    So around this time every year we're presented with the challenge of getting the advertiser's desire to capitalize on the Super Bowl hype in their marketing. It's smart because entering the "Conversation in the consumer's mind" is a tried and true marketing tactic.

    The problem is the NFL is very protective of their trademarked terms, "Super Bowl" being one of them. Others include "Super Sunday" the names of the teams and many others. Use of these terms in advertising is limited to those companies and organizations that have ponied up a substantial sum of cash to be an "Official Sponsor" of the event which grants them the exclusive rights to use the trademarked terms. That means if a non official sponsor uses the trademarked terms they can not only get into hot water with the NFL, but also from the other Official Sponsors for using things they paid for the exclusive rights to use.

    Getting the advertiser's marketing objectives accomplished can be tricky, although not impossible. In fact, using the fact that we can't say "Super Bowl" can lead to some creative ways to get the message across loud and clear... without having to worry about getting a cease and desist letter or worse.

    I had a client today that wants to get people into their club to watch the Big Game. I put together something that does this in a fun way. It doesn't necessarily break new ground, but it's a different twist on things, fun and hopefully effective.

    You can listen to it by clicking the play button below.

  • The Big Game
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