Football Tailgating As Consumer Insight

Tuesday, October 20, 2009
By Rick

Sure, you can reach the common man by targeting him through his love of football. For instance, you can talk TV like Sears:

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or beer like Coors Light:

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But if you really want to hit home with your target, then you have to go someplace a little deeper. That’s right, I’m talking tailgating.  It seems there are a slew of ads out there that are using tailgating as the creative platform to reach men. Here’s a sample:

Bud Light has been running a “Tailgate Tested, Tailgate Approved” campaign this season. Pretty clever execution, though I previously called in to question the effectiveness of the communication.

Toyota has a “Great Moments in Tailgating History” campaign they are running on the NBC sports website.

Allstate (client) is using a character called Bergwood to support their college football sponsorship:

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Here’s one for Kingsford charcoal from 2008

[youtube]http://www.youtube.com/watch?v=-6oYeqGLTy8[/youtube]

I actually like all these spots, but at some point the tailgate platform will start to become cliche. It will be time to pull out a deeper consumer insight. That reminds me of the original MasterCard (client) Priceless ad from about 10 years ago:

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That’s still a powerful commercial because it taps into a real insight that will still be true in 50 years.

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2 Responses to “Football Tailgating As Consumer Insight”

  1. [...] playground • Mom Unplugged announces a Frito-Lay Tailgating Contest • Football Tailgating As Consumer Insight • Deadspin wants your tales of woe while tailgating. They call it The 2009 FAILgate Project • [...]

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