Hasta La Creative!

I couldn’t help but to express my utter annoyance of brands that put all their hard earned money into sponsorship options without that sponsorship/product placement being truly relavent. 

Key example: Watching the NBA Finals you have Gatorade’s “G-thing” plastered all over the bottom of the screen and courtside. I wonder, how much did they pay for that lil’ splish splash?

What was there? Oh, just the logo no deeper relavance to the finals than that. Yeah, yeah, I know your saying well Gatorade’s a “sports” drink and it’s a “sports” playoff, it should be there. I totally agree but that’s Marketing 101, it’s time for brands to go deeper. 

Like EA Sports for instance is present during these same finals but they integrated their brand in a smooth, non-”G”akward way. The commentator was placed virtually onto a court while a computer EA Sports generated Kobe Bryant was playing against commentator as he shows how to play defense against Kobe , gives pointers, things to watch for, etc–all in this virtual world–NOW THAT’S WHAT I’M TALKIN’ BOUT!!! Woohooo imagine that, complete relevance, showing the brand goods, and not pandering to me–it’s no dream world, that’s real branding baby! 

This is the way to integrate brands beyond the mind numbing (in frankenstein voice) “we will repeat…repeat…repeat…repeat…and you will buy…buy…buy !”

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Jinean Robinson is a CCIO (Chief Creative Infections Officer) who has been in the communications industry for over 8 years, specializing in creative strategy and implementation, 360 branding communications, and brand development. Join her at http://twitter.com/germllc or her firm’s website at http://germonline.com/