Track the social pulse of the Super Bowl

It's a common misperception that only B2C brands can make an impact on a consumers life. I think it stems from the fact that few B2B brands have been able to create meaningful content that highlights their brand promise and why it's important to people in society.
(See - Dow Chemical and their human element campaign)

Yesterday I found one B2B brand that is already making an impact on the Super Bowl conversation, an impact that is gaining steam every day.

SAP, a leader in software solutions (whatever that means), is using it's expertise and advanced visualized social media solution to give fans a new way to experience the Super Bowl.

With a partnership with Netbase, SAP is giving fans an inside look at the nationwide pulse of each teams fan base on social media. Their site called Super Bowl Stats Zone delivers an easy to follow data map of the US where a colored circle represents the amount of social chatter and the team that is dominating this chatter in each state. SAP has been recording this data since the first Sunday of the playoffs and will be continuing through the end of Super Bowl Sunday.

Although the site is not as robust as I anticipated, especially coming from a brand that is a global leader in data solutions, it does give NFL fans a fresh look at how each team dominates the nationwide social landscape. From their news press SAP says it's expecting to visualize and highlight the real time effects that big plays have on Super Bowl Sunday. For example: how will the games first interception affect the social chatter, how about the first TD or what if there's another episode like last year where the entire stadium goes dark? Fans who are second screen mavens will be able to follow the national chatter during every pivotal moment of the game.

What I learned from the data:
1. Most states, besides a teams home state, root for the underdog
2. The midwest has a lot to say about the Seattle Seahawks
3. Colorado is the only state where the Denver Broncos dominate the social chatter

What I'm missing from the data:

• I don't know if these mentions of teams are positive or negative. Were people rooting for or against the Seahawks? Yea, they dominated the conversation but what was being said?

• I would love to see this data broken down even deeper by time of day or milestone in the game such as each quarter. To see how each pivotal play changed the conversation.

• It could be more robust. I wish they would have a variety of maps depending on what the conversations were. Maybe segmenting the data by age or by social channel. It would be awesome to know if people are using Twitter to post their hate for a team and then using Facebook to post their love? We know each social site builds upon different user motivations.

Data visualization is a huge opportunity for all types of brands, especially when it comes to highlighting the nuances of social media. I'm just waiting for a brand like Google, a social media brand or even a mobile carrier like Sprint to jump on this bandwagon. These brands know how to take content and create emotional connections with people and they also have access to data to bring this kind of insight to life in a more impactful way.

Although this site and experience could be better, I will still be on the couch come Super Bowl Sunday with this site up and running. Eager to watch the nation converse about the memorable moments of the game.

Jaguar's innovative approach to branded content

The landscape of Super Bowl ads has changed. Gone are the days when commercials were first seen during the game. In today's world of instant gratification brands leak teasers of their spots and in many cases unveil the entire spot weeks before the game. All done to gain more attention and increase the bang for the buck.

One brand has already caught my attention even though the game is still 17 days away. And it's not because the teaser for their ad is really conceptual or funny but because they found a new way to keep the momentum going up until the day of the game, engaging a new audience without giving away those precious sixty seconds of the TV spot.

On Super Bowl Sunday Jaguar will unveil a spot for its new lineup titled "British Villains  with the concept of "it's good to be bad." It's not the spot that is so smart, it's how they draw attention to it that I find brilliant  They partnered with Gawker to create a surplus of digital content that will live on the Gawker site (click on the blue link to check out the site). This content will lead up to the debut in the game. Gawkers strategy was to celebrate the Villains by creating original stories, life hacks, videos and opinions.
My two favorite so far are:

What makes this campaign and digital extension so smart is that Jaguar solved a problem. They realized that their brand was viewed as old and un-hip by the precious 18-34 y/o target market. So in order to
re-invent their brand they built more than just a super bowl spot. They created a place where young people could go and learn about what makes Brit's different, unique and revered. They capitalized on the love that young people have for villans and risky behavior. By giving this younger demographic the opportunity to act more like their favorite british bad-asses they created a connection that is much deeper than the color, design and price of a car. They have also set themselves apart from their competition and filled the white space in the luxury car market. A white space that I believe no other vehicle brand even thought existed. 

It even got me to like the brand and I live in Chicago and don't plan on ever buying a car. Yet I still see the brand as innovative, relevant and very interesting. Mainly because they have provided me with valuable and entertaining content that is beyond what I would think to be their expertise.
Too often brands are one and done with their Super Bowl spot. $4 million for 24 hours of buzz. Here, Jaguar has successfully and strategically found a way to extend the buzz around their Super Bowl commercial while engaging and converting a group of people to be brand fans that had previously seen the brand as bland and outdated. 

The NFL goes full fashion for Super Bowl XLVIII

The NFL helmet, a piece of equipment some have called a weapon of deadly force, has received a make-over just in time for the Super Bowl.

For Super Bowl XLVIII (that's 48 for those who don't know roman numerals) the NFL has partnered with Bloomingdales and the CFDA (Council of Fashion Designers of America) to commission 48 couture helmets from designers such as Alice+Olivia, Donna Karan and Kenneth Cole.

Now this wasn't some small publicity stunt. It has true merit as it's part of a continued push by the NFL to be more inclusive and reach a more feminine audience. As one NFL marketing executive said "It gives the NFL a softer touch." This goal of reaching more women has been one that previously the NFL has been very successful at. From their newly designed more feminine fitted jerseys to the adoption of breast cancer awareness month covering the field and players in pink, the NFL has garnered more attention from an audience that previously saw the sport as grotesk and barbaric.

What the NFL has done here with the fashion helmets may garner them more attention in the short term and some guaranteed publicity. I mean look at me, I'm no where near the target audience for these helmets and I'm writing about them on my blog.

BUT

I don't see this stunt working in the long term to deliver a new set of passionate fans to the NFL. The game is still a sport dominated by men with extreme strength and skill where brute force wins the day. That just isn't inherently a game or event that high fashion and style conscious people are looking to gravitate towards. You won't ever see women in fur coats and high heels tailgating in the parking lot, slamming vodka martini's and then heading into the stadium to cheer with a foam finger. It's just not their style and that is perfectly fine.

These helmets are very cool and unique for sure. I definitely applaud the NFL for going outside the box trying to garner attention from a new audience. But if they really want to bring in a more feminine fan base they need to focus on creating more experiences surrounding the game that align with the desires and motivations of these fashionistas.

My wife came home one night with a great idea her and a co-worker came up with. And I think it just might work. It's fantasy football for females. This is not the fantasy football that most people think of. Gone are the points for TD's, yards, and field goals. In this league fantasy players get points based on a different criteria. This is how you bring in a new audience who has different motivations for watching the game. Points will be awarded for:

• How the athlete fills in his uniform - the tighter the better
• Size of muscles - the more ripped the better
• Post game attire - suit and skinny tie are a plus
• Sportsmanship - negative points for taunting
• The rhythm of his TD dance - more points for slow jams and hip circles
• Good job butt slaps - big point getters

Well I've ended on a random note. But seriously, this was a really interesting idea that was pulled off well by the NFL. I can't wait to see what I find tomorrow. Let me know your thoughts, do you think this will be successful in attracting a more feminine audience or was it just a stunt?

Here are a couple other unique helmets. They are all on showcase at Bloomindales till Feb 4th and then will be sold at auction. Would you bid on one?

Tracking brands as they prepare for the Super Bowl

I'm undertaking a side project to keep up with the breaking advertising, brand and tech news that leads up to the Super Bowl.

As a strategist and passionate sports fan I'm eager to dive into the sports biggest event of the year. I will writing about topics that affects the Super Bowl from many different angles. It may be a brand event, a digital experience, a unique story about a team or player or the introduction of a new technology. Whatever it is, it has to play a role in the lead up to or playing of Super Bowl 48.

Come back and look for something new. I hope you enjoy.

NFL Team Logo's Re-Imagined

As I was wondering the internet last night I came across a great blog post that re-imagined all the NFL team logo's as if they were hipster brands. When you see these you just have to laugh.

It sounds funny to imagine the NFL as a bunch of hipsters but in reality it's in the process of happening. We are witness to the softening and de-manning (not peyton or eli) of the NFL. Wether it's the concussions, the subjective penalties for hits on receivers & QB's,  record fines for repeat offenders or the continuation by a select few in the media to get rid of the Washington Redskins name. There has been a push by people, not to mention names or groups, to make the NFL something that it's not.

For pete's sake, it's a game played by men with superior athleticism and strength. With the goal to take out the opponent at it's core. Any more softening of the game and we might as well put flags on their belts and call it touch football.

Below are a few of my favorite logo's.
Check out the blog, it's called Kissing Suzy Kolber. Now on my favorites list.

Miami Dolphins: Too good for land.  Gotta love the beanie.

Detroit Lions: Shout out to a city in disarray and full of abandoned buildings. 

NY Giants: So hipster it uses helvetica font. True to NYC.

Chicago Bears: They got the wind right. Not sure about looking in the mirror for 2+ hrs.

Jacksonville Jaguars: The glasses and the wavy hear. Turtlenecks are cool in FL, right?

Sneaker Trends 2014

As a self-described sneakerhead I want to share and comment on the article from SoleCollector that highlights the 8 Emerging Trends in Sneakers for 2014. Below are the trends and my comments.

1. Retro Running
What it means: Asics and New Balance will not only be for true runners but will be necessary for sneaker collectors.
Pros: More comfortable shoes for sneakerheads to wear around town. Dual use (casual + sport).
Cons: There aren't unique stories that define these two brands. Stories about sneakers are what attracts people to purchase and collect them. (Air Jordans - I remember watching him play in certain shoes - those are the sneakers that I buy)

2. Kobe Retros
What it means: Versions of his old sneakers are coming back to life due to the popularity of the Prelude Pack and his highly anticipated '97 slam dunk shoe. This is crazy, Kobe is only 35 and they are already retro'ing his shoes.
Pros: Kobe shoes have unique images on the back (rabbit, turtle, frog) and come in crazy colors. Also these Kobe retros will be in high-top as well.
Cons: I own a pair of Kobe 8's and they are not comfortable. You won't find me buying another pair of Kobe's.

3. Retailer Changes
What it means: Less products sold at mom and pop shops and more sneakers sold from company owned retail ie: Nike Store. There is rumor about the introduction of a Jordan Brand retail store in NYC - Flight 23.
Pros: Easier access to shoes for all levels of sneakerheads. Better regulation of sales and less price hikes. More inventory. FINALLY a Jordan Brand store.
Cons: Big box stores make sneaker finds less unique. For many sneakerheads The Nike store is not a huge destination as the store is too mainstream. Sneakerheads have a special connection to the small businesses strive as they offer special sets of sneakers giving the owner social currency for the purchase. Also the smaller sneaker stores have a more devoted and dedicated sales force ie: people at foot locker don't give a shit about the shoes.

4. Running Technology in Basketball
What it means: Flyknit technology infused in the Kobe 9's. Adidas is introducing boost cushioning and Lunarlon is now a mainstay in Nike basketball shoes.
Pros: Many basketball shoes, especially Jordan's, are not comfortable to wear on the court. Maybe this will help.
Cons: These advances in running technology might hinder the design concepts of classic basketball shoes. Or at least anger and annoy sneaker enthusiasts/purists.

5. High-End Footwear by Performance Brands
What it means: High-end shoes from Nike and Adidas. Not really sure what that means as Nike has recently sold off it's failed venture with Cole Hann. Kayne and Rick Owens are rumored to be working with Adidas Originals and Givenchy Creative Director Riccardo Tisci is working with Nike.
Pros: Sneakerheads will be able to branch out to new styles and fits. More unique colors, styles and most importantly fabrics.
Cons: Even more overpriced shoes flood the market. High design is not a staple of sneakers and these designers are pretty much foreign to the average sneakerhead - Me.

6. Running Tech in Skate Shoes
What it means: Nike Skateboarding has been stuck in the same style look ever since its inception  THis  infusion of tech may gives Nike SB a chance to compete in the performance arena. Nike Air Bags are now in SB shoes and many have Lunarlon cushioning.
Pros: More dynamic shoes for actual perfomance. Possible opportunity to take it further and bring in Nike+ to track movements and air time of skateboarders.
Cons: Do skateboarders care? They are traditionally anti-corportaion and may not look to Nike as the authority on SB shoes.

7. Retros Worn w/ On Court Styling
What it means: Sneakers will now come with accessories that mimicked exactly how the player wore them on the court. From the way Jordan tied his laces, the white tube socks he wore or the black socks worn by the Fab Five with their Nike Force shoes. There is also rumors about matching shorts and tops to go with these on court classics.
Pros: More stuff to cop. Gets the sneakerhead closer to the authentic version of the shoe. The kit is most important and details matter.
Cons: When is too much stuff really too much? People may not be interested in wearing white tube socks like MJ, that style just may never come back. This is definitly for a niche group of sneakerheads.

8. Classic Tennis Footwear
What it means: The return of the classic on court swoosh models such as Nike Agassi, Huarache and Air Tech Challenge. Also the return of color palletes like neon, pastel and hot lava.
Pros: Tennis is a sport that hasn't had much exposure to the sneakerhead culture. Might be ripe for the taking. Tennis also has had some of the most famous and polarizing figures of all time. Pete Sampras, Andre Agassi, Boris Becker and Timmy Chang. Many people would want to be rocking sneakers from those one of a kind athletes.
Cons: Tennis is still a very niche sport. It would be similar to having a signature off the course golf shoe, just not much desire for it. This could be a wild swing-and-miss if these classics are not adopted and translated into lifestyle shoes.

Basketball uniforms DIY

Part of the allure of college sports is the yearly emergence of a new style of uniforms and gear that the athletes wear. Yesterday I wrote about the Nike gear that now has fur and fleece lining. And along those lines, here today I found that a college basketball program allowed their players to design their own uniforms.

Northwestern University, in accordance I'm sure with Under Armour has created a player DIY alternate uniform for a game this season. I know what your thinking, did they add an alternate color palate or are they wearing long sleeves or maybe even pants? No, not even close. This player design resembles what a little kid would do to his dads really important autographed jersey- write all over it with a sharpie (not writing from experience here). It really looks like the players took a black marker and drew their favorite things on the shorts. As you can see below the images include but are not limited to....

HEADPHONES
A POKER CHIP
A HASHTAG
WORDS OF MOTIVATION
A HEART SHAPED BASKETBALL
A CLINCHED FIST
THE WORD BRO
A SPATULA
AND A KITCHEN ROLLING PIN










I wonder at what point Under Armour and the University looked at each other and thought this idea wasn't as good as it looked on paper. Obviously this crossed their minds when it became too late to back out.

I guess the moral of the story is you never know what ideas, utensils, words, images, songs or stories will motivate a team to win. And a win is what Northwestern needs as they are winless so far in the Big 10.

I sure can't wait to see what the next evolution of sports apparearl is going to be. Until then below is my top four favorite NCAA uniforms from 2013.

Northwestern: Love the Wounded Warrior Uni's. Gotta give props to our soldiers. 

Fighting Irish: White, green and gold. Simple and clean. 

Oklahoma State: Rockin the sweet matte black pistol pete helmets

Baylor: Black with gold chrome helmets

U of Oregon: Not a uniform but a crazy designed basketball court.  

Toughness: Redefined

Now that we are in the process of thawing out from "ChiBeria" I thought it would be interesting to look at how this cold weather is affecting athletes, more specifically football players.

Football fans know that the players pride themselves on being tough. Playing through injuries, ignoring concussion symptoms and not wearing sleeves during games played in frigid temperatures. It's been a staple of the game since the early days of the NFL going back to the Ice Bowl in 1967 when the high temp was -15 degrees. Guys were out there playing in sleeveless jerseys and fingerless gloves.

Today toughness has become more of a rhetoric for most players. Injuries have become more acceptable and cold weather games are more anticipated and prepared for.

Take for example this years Super Bowl. The first Super Bowl to be played outdoors at MetLife stadium in New Jersey. Countless stories have been told that highlight the possibility of a Super Bowl played in blizzard-like conditions. SportsCenter has gone as far as interviewing people from the farmers almanac who say that Feb 2nd is supposed to be a day of snow and bitter cold wind.

Unlike in years past where players were on their own to battle the elements, teams are more prepared than ever. This year the sidelines for the Super Bowl will be equipped with commercial heaters,
seat and leg warmers and players will have access to heavy jackets, beanies and endless amounts of soup at halftime. Going further, Nike has unveiled their winter gear for the Super Bowl that includes fleece lined gloves — gloves lined with fur. Now these aren't the type of gloves you and I wear. These are the super sticky-tacky gloves that allow receivers to catch rocket passes and allow linebackers to hold on to shifty running backs without any problem.

No longer do I want to hear about how tough it is out there for these players when they play in cold weather. And just to my surprise, there's more. Brandon Marshall, WR for the hopeless Chicago Bears, wore a pair of slipper cleats during a game in Cleveland this year. Cleats that are lined with a warm layer of animal fur.


So next time you see these players out there battling each other in the tundra, don't be impressed by their cold breath and steam coming off their heads. Look to see if you can spot the players wearing the furry cleats and fur lined gloves. This is the new toughness.