Ads & Activation Recs for Post-Spill Sponsorship
In case you haven't heard, BP is powering the World Cup. Cue the late night comics. While the World Cup's timing could not have been worse, the world's largest sporting event will offer an unprecedented platform to communicate BP's message - whatever that may be. Here's what it was several months back when the oil giant dropped two World Cup spots.
Tac Anderson of New Comm Biz recently offered up some very smart activation recs to BP's marketing and PR minds:
So what's next? BP is planning to release new TV spots as early as this week, in follow-up to their recently released CEO apology spot. Meanwhile, London 2012 execs are hoping that BP's $72 million commitment will help the company recover from the sticky situation they're currently in.
"I suspect that they will actually find it is a very good decision because the publicity they will get out of sponsoring London's Olympics will be precisely the sort of thing they need in order to help them recover from their current difficulties," Britain's Olympics and Sports Minister Hugh Robertson told insidethegames.biz.
Back stateside however, some are calling for the Olympic movement to reconsider BP's sponsorship in the face of the current circumstances.
Agent Evan Morgenstein, who counts many famous Olympians as clients, recently spoke out on the issue.
"If they're [the Olympic movement] not starting to get the feeling that the rings are covered in oil, then they should wait a while and do nothing," Morgenstein said. "Then, trust me, the rings will be soaked in oil."
Meanwhile, according to ESPN, BP still plans to honor all its sports sponsorship agreements.
"Our Olympics sponsorships were driven by our presence as major employer and investor in the two countries [U.S. and UK] and our ability to provide energy in various forms to the necessary logistics efforts during the Games," BP spokesman Robert Wine wrote in an e-mail.