WATCH: DICK’S Sporting Goods New Ad Featuring 5 Olympic Hopefuls Who Currently Work in Their Stores

DICKSsportinggoodsPittsburgh, PA / TSBX News / – DICK’S Sporting Goods, the largest U.S.-based, full-line omni-channel sporting goods retailer, launched its first Team USA-themed TV and digital advertisements as part of its sponsorship of the U.S. Olympic Committee.

The inspiring creative celebrates the journey and sacrifice made by Team USA hopefuls in their pursuit of their Olympic and Paralympic dreams. Campaign elements tell the story of the grit and determination shown by five Team USA hopefuls who work in DICK’S Sporting Goods stores as part of the Company’s Contenders program, which provides flexible work schedules and competitive compensation to qualified athletes.

 

 

The athletes featured in the commercial are a small portion of DICK’S roster of nearly 200 U.S. Olympic and Paralympic Contenders across 35 sports who are currently employed at 89 stores in 32 states. Athletes featured in the 60-second commercial include:

  • Jon Jones (Track & Field – Shot Put) – Jones, who works in the team sports and fitness departments at a DICK’S Sporting in Amherst, N.Y. is the reigning NCAA Champion in shot put. The recent University of Buffalo graduate became the school’s first-ever NCAA track and field national champion. Since graduating, the 24-year-old has turned his attention to international competition where he placed fifth at the 2015 Pan-American Games in Toronto and earned a gold medal at NACAC Senior Area Championships in Costa Rica.
  • Jessica Medina (Wrestling) – The 29-year-old Medina is currently ranked as the number three woman in the U.S. in her weight class. Born in Chicago and raised in California, she has brought home several podium finishes in U.S. and international competition. She works out of an Arizona-based DICK’S Sporting Goods.
  • Desiree Miller (Wheelchair Basketball) – 28-year-old Desiree Miller has already represented Team USA at the London 2012 Paralympic Games where she and the women’s wheelchair basketball team placed fourth. When she isn’t training or competing with her team, she works in the team sports department at a Madison, Wis. DICK’S Sporting Goods.
  • Laura Ryan (Diving) – Laura Ryan works at a Georgia DICK’S Sporting Goods while she trains to represent Team USA in Rio. The 23-year-old University of Georgia graduate has won several collegiate and national titles and plans to attend physician’s assistant school on top of working, training and competing.
  • N’aithan Scott (Track & Field – Hurdles) – Scott, a U.S. Olympic hopeful in the 110m hurdles, works at an Arizona-based DICK’S Sporting Goods. In addition to his grueling training each day, he is a father of two and regularly volunteers to help teach children the importance of nutrition and exercise.

 

“Each and every one of these athletes is truly an inspiration and living proof of how sports make people better,” said Lauren Hobart, Executive Vice President & Chief Marketing Officer, DICK’S Sporting Goods. “Telling their stores and providing an opportunity for our consumers to get incredible advice and insight from them in our stores is something we’re proud to do.”

Over the course of the next few months, DICK’S will also debut numerous pieces of original content that tell the stories of more Contenders and give a deeply personal and intimate look at what it takes to make Team USA.

“As a competing athlete it really means a lot to me what DICK’S is doing for Team USA Contenders. The ability to have a job that works around my training schedule is absolutely amazing,” said 2012 U.S. Paralympian and DICK’S Sporting Goods Contender Desiree Miller. “There is so much hard work and sacrifice that goes into earning a gold medal and working for a company that understands that is really special to an athlete like me.”

To supplement the support that DICK’S is providing to this current group of Contenders, the DICK’S Sporting Goods Foundation has also announced a commitment to support the next generation of Contenders.

For every Olympic and Paralympic Games medal that Team USA wins in Rio, the DICK’S Foundation will donate $1,000 to select youth sports organizations who are part of the USOC family to ensure future Contenders are able to play the sports they love. Each of the DICK’S Sporting Goods Contenders will have the opportunity to select an organization that will benefit from this program. A full list of benefiting organizations will be announced at a later date.

“Providing support for future Contenders is something that fully aligns with our brand beliefs and community-focused efforts around youth sports,” said Hobart, who also serves as President of the DICK’S Foundation. “Since its inception in 2014, the DICK’S Sporting Goods Foundation’s Sports Matter program has provided a platform to address the youth sports funding crisis and show just how important youth sports are to our country. This pledge to donate $1,000 for every medal that Team USA wins at the Olympic and Paralympic Games is an exciting extension of those efforts.”

The new advertisements and newly announced financial commitment are just the beginning of a full set of marketing activations and original content from DICK’S leading up to Team USA competing in the Olympic and Paralympic Games. DICK’S will also release a documentary later this summer that provides an inside look into the journey of Contender Kerri Walsh Jennings as she chases her fourth gold medal for Team USA during the 2016 Olympic Games. Additional original content will be announced over the next few months.

To house all of this content, and to serve as an online home for the Contenders program, DICK’S has launched dicks.com/TheContenders. This website will provide fans with profiles of the Team USA Contenders, updates on their Olympic and Paralympic Games journey and track the Team USA medal count and corresponding donation amount to the various, benefiting youth sports organizations.

Dick’s Sporting Goods Announces Roster Of More Than 180 Team USA Contenders

DicksSportingGoodsUSOCPITTSBURGH, Jan. 5, 2016 /TSBX News/ — DICK’S Sporting Goods, the official sporting goods retail sponsor of Team USA, announced today its roster of more than 180 U.S. Olympic and Paralympic Contenders being supported by the Company through flexible employment opportunities and sponsorship agreements.

To date, over 170 Contenders are currently working in 87 DICK’S Sporting Goods stores in 31 states across the country. The Contenders are offered flexible work schedules and competitive compensation, allowing them to devote the necessary time to training to be part of Team USA at future Olympic or Paralympic Games. Athletes from 36 different sports, across both Olympic and Paralympic, summer and winter events, are participating in the program.

“We’re honored to provide these inspiring athletes with what they need – a flexible source of income – to pursue their Olympic and Paralympic dreams,” said Lauren Hobart, Executive Vice President & Chief Marketing Officer, DICK’S Sporting Goods. “At the same time, the Contenders are able to offer our customers their expertise as elite athletes. We have had such positive feedback on the program, from the Contenders, our customers and their fellow associates. It’s truly a win-win.”

DICK’S announced a multi-faceted partnership last February, which included the in-store employment program, sporting goods and equipment donations to the U.S. Olympic Training Centers and sponsorships to Team USA hopefuls to help them pursue their Olympic and Paralympic dreams.

“DICK’S Sporting Goods’ commitment to America’s elite athletes through their sponsorship of the USOC and the Contenders program is opening up important new pathways for athletes working to achieve their Olympic and Paralympic dreams,” said Lisa Baird, USOC Chief Marketing Officer. “We are thrilled that this program has grown so fast and is helping so many athletes, and we are proud to call DICK’S a member of the USOC family of partners.”

To date, 11 additional Contenders, outside of the in-store employment program, have been provided with sponsorships from DICK’S Sporting Goods to support their journey to make Team USA, including 2016 U.S. Olympic Team hopeful Kerri Walsh Jennings and 2016 U.S. Paralympic Team hopeful Lex Gillette.

A current roster of the DICK’S Sporting Goods program as of today includes:

 

First Name Last Name Sport Hometown Store Location
Megan Absten Track & Field – 100m & 200m Anna Maria, FL Bradenton, FL
Kelly Allen Paralympic Kayak Kingsford, MI Bethany, OK
Sarah Anderson Curling Broomall, PA Roseville, MN
Joshua Fryman Track & Field – Hammer Throw Maysville, KY Myrtle Beach, SC
Jerome Avery Paralympic Track & Field -100m, 200m, 4x100m (Guide Runner) Hanford, CA El Cajon, CA
Courtney Baker Paralympic Sitting Volleyball Crofton, KY Lexington, KY
Michael Barminski Field Hockey Ventura, CA San Diego, CA
Daianna Barron Track & Field – 200m & 400m Warrensville  Heights, OH Aurora, OH
Sheldon Battle Track & Field – Shot Put Jamestown, NY Tuscaloosa, AL
Sarah Beard Shooting Danville, IN Colorado Springs, CO
Tyler Bennett Paralympic Soccer Wadsworth, OH Akron, OH
Amelia Bizer Rugby The Woodlands, TX El Cajon, CA
Brandon Blackley Speedskating Eagle River, AK Salt Lake City, UT
Dominique Booker Track & Field – 100m & 200m East Orange, NJ Deer Valley, AZ
Mark Braun Paralympic Track & Field Mounds View, MN N/A
Joshua Brown Judo Wasilla, AK Colorado Springs, CO
Rodney Brown Track & Field – Discus Chappell Hill, TX Baton Rouge, LA
Amanda Burke Diving Southampton, PA State College, PA
Monique Burkland Paralympic Sitting Volleyball Ardmore, OK N. Oklahoma City, OK
Kathleen Burnett Track & Field – Race Walk Issaquah, WA El Cajon, CA
Kyra Caldwell Track & Field – Hurdles Ypsilanti, MI El Paso, TX
Kelsey Campbell Wrestling Milwaukie, OR Tempe, AZ
Amber Campbell Track & Field – Hammer Throw Indianapolis, IN Myrtle Beach, SC
Alexandra Carlson Curling Inver Grove Heights, MN Roseville, MN
Veronica Carlson Wrestling Addison, IL Rock Hill, SC
Nicholas Christie Track & Field – Race Walk El Cajon, CA San Diego, CA
Ernest Chun Wheelchair Rugby Waipahu, HI Scottsdale, AZ
Charles Clark Track & Field – 200m & 400m Virginia Beach, VA Virginia Beach, VA
Alyssa Cleland Paralympic Sitting Volleyball Laguna Hills, CA Oklahoma City, OK
Phoebe Coffin Synchronized Swimming Los Gatos, CA Pleasant Hill, CA
Michael Coleman Track & Field – 100m & 200m Ruston, LA San Diego, CA
Sineaid Corley Bobsled New London, NH Yonkers, NY
Bradley Craig Swimming Midland, MI Knoxville, TN
Brooke Crain Cycling – BMX Visalia, CA N/A
Franchon Crews Boxing Baltimore, MD Glen Burnie, MD
Joshua Dangel Track & Field – Pole Vault Cincinnati, Ohio San Diego, CA
Royce Dates Track & Field – Long Jump & Triple Jump Memphis, TN Nashville, TN
Abel Del Toro Paralympic Goalball Fontana, CA Fort Wayne, IN
Robert Deller Wheelchair Rugby Marietta, GA Kennesaw, GA
Ajai Dhadwal Field Hockey Agoura Hills, CA San Diego, CA
Quincy Downing Track & Field – 400m hurdles & 400m Cleveland, OH Baton Rouge, LA
Korey Dropkin Curling Southborough, MA Duluth, MN
Heather Erickson Paralympic Sitting Volleyball Fayetteville, NC N. Oklahoma City, OK
Quinn Evenson Curling Fairbanks, AK Duluth, MN
George Fields Track & Field – Long Jump & Sprints Columbia, SC Columbia, SC
Jeremy Finton Paralympic Track & Field – 100m, 400m, Club Throw Tampa, FL Lancaster, OH
Jason Flanagan Track & Field – Javelin Throw Philadelphia, PA Myrtle Beach, SC
Eileen Ford-Faherty Paralympic Archery Perry, GA North Macon, GA
Jonathan Garcia Speedskating Houston, TX Salt Lake City, UT
Richard Garrett Track & Field – Shot Put Garland, TX San Diego, CA
Amanda Ghannam Rugby Danbury, CT Danbury, CT
Lex Gillette Paralympic Track & Field – Long Jump Raleigh, NC N/A
Cameron Glasgow Track & Field – 400m Santa Maria, CA Cerritos, CA
Catherine Graham Team Handball Hanover, IN Opelika, AL
Brian Graham Wrestling Kansas City, MO Roseville, MN
Alex Grassi Field Hockey Brookeville, MD San Diego, CA
Mirielle Graves Judo Edwardsville, IL Colorado Springs, CO
Kimani Griffin Speedskating Winston Salem, NC Midvale, UT
Lindsay Grogan Paralympic Swimming Macon, GA Austin, TX
Tyson Gunter Paralympic Track & Field – Long Jump & High Jump McCammon, ID Pocatello, ID
Jenna Haag Curling Milton, WI Wauwatosa, WI
James Harris Jr. Track & Field – 400m & High Jump Lanett, AL Tallahassee, FL
Kevin Hensley Paralympic Soccer Memphis, TN Memphis, TN
Darrell Hill Track & Field – Shot Put Darby, PA State College, PA
Derick Hinch Track & Field – Pole Vault Auburn, CA San Diego, CA
Daniel Hoffman Paralympic Soccer Baltimore, MD Lawrence, KS
Austin Hollimon Track & Field – Hurdles Atlanta, GA Lenox – Atlanta, GA
Daryl Homer Fencing Bronx, NY N/A
Christopher Hoodye Paralympic Sitting Volleyball Downey, CA Oklahoma City, OK
Andras Horanyi Fencing Boulder, CO Colorado Springs, CO
Thomas Howell Curling Brick, NJ Wauwatosa, WI
James Hurt Track & Field – Steeplechase Bogart, GA Salt Lake City, UT
Isabella Isaksen Modern Pentathlon Fayetteville, AR Colorado Springs, CO
Candace Jackson Track & Field – 200m & 400m Dallas, TX Scottsdale, AZ
Jon Jones Track & Field – Shot Put Portville, NY Amherst, NY
Mahogany Jones Track & Field – 100m & 200m Cleveland, OH Phoenix, AZ
Kaleo Kanahele Paralympic Sitting Volleyball Oklahoma City, OK Oklahoma City, OK
Katelyn Kelly Bobsled Orchard Park, NY Midvale, UT
Joshua Kennison Paralympic Track & Field – 100m, 200m, Long Jump South Paris, ME Topsham, ME
Joshua Larney Track & Field – Long Jump Cleveland, OH Scottsdale, AZ
Christopher Lawson Track & Field – Hurdles Temecula, CA Cerritos, CA
Danell Leyva Gymnastics Miami, FL N/A
Chase Madison Track & Field – Discus Newton, IA Tuscasloosa, AL
J. Dee Marinko Paralympic Sitting Volleyball Guthrie, OK N. Oklahoma City, OK
Trevor Marsicano Speedskating Ballston Spa, NY Saratoga Springs, NY
Manuel Martinez Field Hockey Lakeside CA Arlington, TX
Elbert Maxwell Track & Field – Long Jump Pittsburgh, PA Glendale, AZ
Daniel McCoy Sled Hockey Cheswick, PA Pittsburgh Mills, PA
Daniel McDonnell Indoor Volleyball Glendale, AZ Huntington Beach, CA
Kaitlyn McElroy Kayak Bethel, ME Oklahoma City, OK
Jessica Medina Wrestling Pomona, CA Tempe, AZ
Desiree Miller Wheelchair Basketball Monroe, WA East Madison, WI
Asya Miller Paralympic Goalball Lapeer, MI Gresham, OR
Ibtihaj Muhammad Fencing Maplewood, NJ N/A
William Mullarkey Speedskating Salt Lake City, UT Salt Lake City, UT
Christopher Murphy Paralympic Cycling Rancho Cucamonga, CA Colorado Springs, CO
Amy Naber Rugby Tucson, AZ San Diego, CA
Nicole Nieves Paralympic Sitting Volleyball Kissimmee, FL Kissimmee, FL
Leah Nugent Track & Field – Hurdles Abington, PA Lexington, KY
Imani Oliver Track & Field – Triple Jump Brooklyn, NY Nashville, TN
Matthew Parker Weightlifting Garland, TX Colorado Springs, CO
Whitney Pavlik Beach Volleyball Laguna Beach, CA Laguna Hills, CA
Brett Perry Speedskating Midland, MI Midvale, UT
Elizabeth Podominick Track & Field – Discus Lakeville, MN El Cajon, CA
Jillion Potter Rugby Austin, TX N/A
Maya Pressley Track & Field – High Jump Ft. Lauderdale, FL Lenox – Atlanta, GA
Candice Price Track & Field – 100m Hurdles Ypsilanti, MI Ann Arbor, MI
David Prince Paralympic Track  & Field – 100m, 200m, 400m, 4x100m Marietta, GA Venice, FL
Chase Reichman Speedskating West Allis, WI Midvale, UT
Shealen Reno Cycling – BMX Dallas, TX Arlington, TX
Mason Rhodes Track & Field Glennville, Georgia El Cajon, CA
Keith Ricks Track & Field – 100m & 200m Suffolk, VA Findlay, OH
Monique Riddick Track & Field – Shot Put Edison, NJ East Brunswick, NJ
John Risch Track & Field – Race Walking Williamston, MI Grand Rapids, MI
Melanie Roach Weightlifting The Dalles, OR N/A
Ricky Robertson Track & Field – High Jump & Triple Jump Hernando, MS El Cajon, CA
Daniel Robertson Cycling Rolling Meadows, IL Colorado Springs, CO
Laura Ryan Diving Elk River, MN Athens, GA
Julia Salata Wrestling Canton, MI Colorado Springs, CO
Jonathan Sanford Track & Field – Long Jump Tampa, FL Nashville, TN
Kristen Santos Speedskating Fairfield, CT Salt Lake City, UT
Ian Satterfield Indoor Volleyball Manhattan Beach, CA El Segundo, CA
Nicole Saunders Track & Field – 400m Newport News, VA Newport News, VA
Carlijn Schoutens Speedskating Heemstede, Netherlands Midvale, UT
Jared Schuurmans Track & Field – Discus Norfolk, NE Nashville, TN
Donald Scott Track & Field – Triple Long Jump Orlando, FL Canton, MI
N’aithan Scott Track & Field – Hurdles Oxnard, CA Glendale, AZ
Erich Seals Track & Field – Hurdles Baton Rouge, LA Baton Rouge, LA
Allysa Seely Paralympic Triathlon Glendale, AZ Scottsdale, AZ
Claressa Shields Boxing Flint, MI N/A
Alexis Shifflett Paralympic Sitting Volleyball Waseca, MN N. Oklahoma City, OK
John Shuster Curling Chisholm, MN Duluth, MN
Parameet Singh Field Hockey  Simi Valley, CA Moorpark, CA
Jerome Singleton Jr. Paralympic Track & Field – 100m, 200m, 4x100m Greenwood, SC Dedham, MA
Kristin Smith Track & Field – Hammer Throw Marietta, GA El Cajon, CA
Kenneth Smith Jr. Track & Field – Hurdles & 400m Newport News, VA Newport News, VA
Morgan Snow Track & Field – Hurdles Decatur, GA Lenox, GA
Toby Stanley Diving Little Rock, AK Durham, NC
Shakur Stevenson Boxing Newark, NJ N/A
Kevin Stokes Paralympic Track & Field – Club Throw Roswell, GA Alpharetta, GA
Tyler Sundeen Field Hockey Simi Valley, CA Simi Valley, CA
Austin Surhoff Swimming Cockeysville, MD Tempe, AZ
Ajax Tadehara Judo Pocatello, ID Colorado Springs, CO
Jeremy Taiwo Track & Field – Decathlon & Heptathlon Renton, WA Renton, WA
Jerica Tandiman Speedskating Kearns, UT Midvale, UT
Vaafuti Tavana Indoor Volleyball Kjalaheo, HI Newport Beach, CA
Matthias Tayala Track & Field – Hammer Throw McDonald, OH Niles, OH
Ronald Taylor Track & Field – Long Jump San Diego, CA El Cajon, CA
Justin Terry Track & Field – 4x400m Relay & 400m Tallahassee, FL McDonough, GA
Kristen Thomas Rugby Philadelphia, PA El Cajon, CA
Sarah Thomas Track & Field – 100m & 200m Tallassee, AL Tuscaloosa, AL
Sugar Todd Speedskating Union, NE Salt Lake City, UT
Aaron Tran Speedskating Federal Way, WA Midvale, UT
Katarzyna Trzopek Fencing Pacifica, CA Daly City, CA
Samantha Tucker Paralympic Archery Gordon, NE Nampa, ID
Christopher Turori Rugby Valley Center, CA San Diego, CA
Marthell Vazquez Paralympic Soccer Long Beach, CA Cerritos, CA
Derrick Vicars Track & Field – Shot Put Genoa, OH Findlay, OH
Kerri Walsh Jennings Beach Volleyball Santa Clara, CA N/A
Justin Welch Track & Field – Hammer Throw Luckey, Ohio Holland, OH
Taylor Wheaton Track & Field – Hurdles Virginia Beach, VA Tallahassee, FL
Mitch Whitmore Speedskating Waukesha, WI Salt Lake City, UT
Troy Wilkerson Skeleton Norfolk, VA Virginia Beach, VA
Wesley Williams Paralympic Track & Field – Long Jump (Guide Runner) Visalia, CA San Diego, CA
Jocelyn Williams Track & Field – Hammer Throw Hamilton, NJ Lynchburg, VA
Kenna Wolter Track & Field – Triple Jump Santa Maria, CA Nashville, TN
Victoria Wood Diving Knoxville, TN Grafton, WI
Soo Yoo Speedskating Seoul, Korea Midvale, UT
Phillip Young Track & Field – Long Jump & Triple Jump Key West, FL Tallahassee, FL
Jerebelle Yutangco Speedskating Barrington, RI Midvale, UT
Bethany Zummo Paralympic Sitting Volleyball Dublin, CA N. Oklahoma City, OK

 

Anthony Davis Will Tip Off With H&R Block This Tax Season

H&R Block, the world’s largest consumer tax services provider, announced earlier this week that two-time NBA All-Star Anthony Davis will serve as a brand ambassador for its upcoming tax season.

 

H&R Block is the NBA’s tax services partner and will feature Davis alongside the brand’s bow-tie wearing tax pro Richard Gartland in its 2016 advertising.  Davis will make a cameo in commercials beginning mid-January, and then will star in spots set to air in February. This partnership marks the first time the brand has used a sports personality in a national campaign.

 

“We’re excited to partner with a dominant player like Anthony for Refund Season,” said Kathy Collins, H&R Block’s chief marketing officer. “We’re so impressed with his determination and commitment to the community. Anthony has a lot of qualities our clients can relate to – even if his first job out of college has far more complex tax implications than most of ours.”

 

In addition to advertising, H&R Block will leverage Davis for personal appearances throughout the season and partner with his charity, AD’s Flight Academy, for outreach and events in the local New Orleans community.

 

“Being part of a strong team is very important to me and H&R Block is the best team to have your back during tax time,” said Davis.

 

Davis and Gartland shot the series of advertisements earlier this month in New Orleans.

 

According to the Sports Business Journal, H&R Block’s deal with the NBA is the company’s first professional sports league sponsorship.

 

About H&R Block

H&R Block, Inc. (NYSE: HRB) is the world’s largest consumer tax services provider. More than 680 million tax returns have been prepared worldwide by and through H&R Block since 1955. In fiscal 2015, H&R Block had annual revenues of nearly $3.1 billion with 24.2 million tax returns prepared worldwide. Tax return preparation services are provided by professional tax preparers in approximately 12,000 company-owned and franchise retail tax offices worldwide, and through H&R Block tax software products. H&R Block also offers adjacent Tax Plus products and services. For more information, visit the H&R Block Newsroom at http://newsroom.hrblock.com/.

Hyundai Signs Four-Year Deal With the NFL, Replaces GM as Become Official Automotive Sponsor

Hyundai NFL 562x325
In its latest sports marketing venture, Hyundai is now an official automotive sponsor of the National Football League. The NFL has the largest and most avid fan base among U.S. sports, and Hyundai will soon connect this passion with the enthusiasm Hyundai owners have for their vehicles.

“We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story,” said Dave Zuchowski, president and CEO, Hyundai Motor America. “We can’t wait to show the NFL’s 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup. The NFL and Hyundai also share a commitment to helping the communities where we do business, another important aspect of our sponsorship.”

Hyundai NFL 300x293 As part of the new sponsorship, Hyundai will have use of NFL trademarks across various marketing channels, including branded content, advertising and promotional materials. The NFL has become a year-round sport and Hyundai will have access to some of the biggest events on the calendar, such as the Super Bowl, NFL Combine, NFL Draft, NFL Kickoff and NFL Playoffs. Hyundai will also provide promotional vehicles at the Super Bowl and other events throughout the year.

“We are pleased to welcome Hyundai to our family of sponsors,” said Renie Anderson, the NFL’s senior vice president of sponsorship. “We appreciate Hyundai’s enthusiasm as we work together to reach our fans with innovative programs during our season and with our major calendar events throughout the year.”

As NFL fans everywhere celebrate the start of the new season, Hyundai will launch its activation with a major presence during NFL Kickoff activities on Sept. 10.

AvocadosFirstDraftEver

Avocados From Mexico Plans Large Presence On Social Media During Super Bowl With #FirstDraftEver

AVO_logo_stacked_080513Avocados From Mexico and GSD&M have teamed up for the “First Draft Ever” ad airing during the 1st quarter. In the spot, Mexico ultimately drafts the avocado highlighting how Mexico’s climate and volcanic soil makes it the ideal locale for growing perfect, smooth avocados all year long. The ad is meant to serve as a catalyst for the innovative marketing and trade initiatives which focus on inspiring people to buy more and eat more avocados by reinforcing year round availability and the highest quality fruit. Featuring two well-known commentators Doug Flutie and Jerry Rice (who is also starring in the Mercedes Benz commercials), the effort plays on the annual NFL draft – a majestic commissioner presides as countries choose plants and animals that will grow and thrive there. The spot attempts to bring to life a jovial correlation between drafting players in sports and drafting quality product when it comes to avocados. Guacamole is undoubtedly a popular snack for consumers on game day, and the TV ad represents the versatility, popularity and high quality of the fruit and brand.

 


Avocados From Mexico will be the first fresh produce brand ever to advertise during the Super Bowl.

On game day, the approach is for Avocados From Mexico to dominate real-time social media engagement and promotion around the ad in collaboration with their agencies in order to extend the momentum while engaging with their fans. GSD&M is setting up shop on the night of in a specially-designed “social war room” in Dallas. Additionally, a full-fledged digital campaign will launch following the spot premiere that includes a site experience and features seven online videos on YouTubeFacebook and Twitter around a big consumer promotion that will unfold throughout the rest of the night and lead into the following day. Avocados from Mexico will award prizes to Twitter users who engage with the video and social content pushed out following the spot. Users who share or retweet posts about Mexico’s various “draft picks” that take place throughout the evening will be entered to win various prizes related to Mexican origin.