Sure, you can reach the common man by targeting him through his love of football. For instance, you can talk TV like Sears:
or beer like Coors Light:
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:
Here’s one for Kingsford charcoal from 2008
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:
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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Rick Liebling (eyecube) 's status on Tuesday, 20-Oct-09 19:11:13 UTC - Identi.ca
on Oct 20th, 2009
@ 3:11 pm:
[...] http://www.rickliebling.com/2009/10/20/football-tailgating-as-consumer-insight/ a few seconds ago from web [...]
Rick Liebling
on Oct 20th, 2009
@ 7:11 pm:
New Blog Post: Football Tailgating As Consumer Insight http://bit.ly/2nNlqB
joe hester
on Oct 20th, 2009
@ 7:28 pm:
RT @eyecube: New Blog Post: Football Tailgating As Consumer Insight http://bit.ly/2nNlqB
AGKHAN
on Oct 20th, 2009
@ 8:17 pm:
Football Tailgating As Consumer Insight | eyecube: Sure, you can reach the common man by targeting him through .. http://bit.ly/23pBLK
Tailgating Ideas » Mid-Week Eye Candy Wrapper #68: Vanessa Marrero Edition
on Oct 22nd, 2009
@ 4:52 am:
[...] 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 • [...]
Robert Paulsen
on Sep 4th, 2011
@ 4:40 pm:
Next time don’t forget to tailgate without the new Tailgater from DISH Network. People all across the country have been looking for an easy way to watch TV in HD anywhere they go, and now they can with DISH Network’s Tailgater. The new Tailgater from DISH Network is the best value for a portable satellite antenna on the market today. As a DISH customer and employee I know The Tailgater has full access to DISH Network’s programming and makes it the best option for outdoor enthusiasts. More info online at http://goo.gl/vd4M4