Game Audio Makes NFL's Latest TV Reel; QB Challenge Hawaii-Bound

Brandweek, Oct 18, 1999 by Terry Lefton

The National Football League is freshening its "Feel the Power" campaign with a trio of animated spots tied into the holidays and set to break before the end of the year. The NFL Films-produced "Wired for Sound" promos combine animated NFL coaches and players with actual game audio. A spot breaking on Halloween, not coincidentally a Sunday on which 13 NFL games will be played, includes Bruce Smith, Kordell Stewart and John Randle in some animated trick-or-treating. A forthcoming Thanksgiving spot includes cartoon representations of Junior Seau and Stewart, along with head coaches Mike Ditka, Bill Parcells, Steve Mariucci, who give thanks before strategizing on how best to carve and serve the holiday turkey. Under development is a Christmas ad in which various NFL luminaries sit in Santa's lap and tell him what they want for Christmas.

"Game audio is probably one of our most under-leveraged assets," said Howard Handler, NFL Properties svp-marketing and fan development. "We wanted something to tie into the holidays and this has appeal for anyone from 6 to 20. And while we're just dipping our toes in the water, this could be a product platform for anything from apparel to toys."

Meanwhile, the NFL will again hold Pro Bowl balloting at Champs sporting goods stores, beginning in early November. Support is via window displays in the 600 Champs stores and ads in Sports illustrated, The Sporting News and ESPN magazine. The game will be televised on ABC and played Feb. 6 in Honolulu.

Speaking of Hawaii, the NFL will announce this week that it is moving its annual made-for-TV Quarterback Challenge to the tropical paradise for at least the next two years, the same amount of time the Pro Bowl is committed to being in the 50th state. The event, which was originally held in Hawaii, will be held on Kauai next year and Maui in 2001. The Challenge, which pits members of the league's QB Club player cartel against one another in a televised football skills competition, has been held at Disney's Wide World of Sports in Florida, but numerous sponsor conflicts and some generous incentives from Hawaii induced the NFL to change the site.

"Finances for any event are increasingly challenging and this allows both of us to maximize the value of the Pro Bowl," said David Newman, vp-marketing and events. Under the new setup, the QB Challenge will be filmed a few days after the Pro Bowl, meaning it will be in the can for six months, as opposed to the usual four. CBS will televise the QBC in August.

Octagon/Advantage is seeking $350,000 to $500,000 for title sponsorship of the Millrose Games, which it acquired this summer from 1MG (Brandweek, Aug. 9). Sponsor benefits include four units in an NBC-televised highlights show, hospitality, tickets, inclusion in an outdoor ad campaign preceding the event, and branding on a new floor being purchased for the event, said Octagon's John Guppy. Virtual signage is also being considered.

EXTRA INNINGS: Rick Platt jumps from MLB Properties, where he was director of retail sales and marketing since '96, to NFL Properties, where he'll serve as senior director of retail sales development . . . Minnesota Vikings receiver Cris Carter will be the next athlete featured in Charles Schwab's new athlete-based TV campaign from agency BBDO, New York . . . IBM signed as a sponsor of the joint NBC/Quokka Olympic Web site . . . Top NBC Sports flack Ed Markey leaves for Cleveland to head pr for the Gund Arena, the NBA Cavaliers and the WNBA Rockers . . . SME Design, New York, is handling a positioning and logo development assignment for the National Hot Rod Association. SME is also working on a logo for Major League Baseball's 2001 All-Star Game in Seattle. On the interactive side of the house, SME New Media is redesigning the NHL's Web site. A new look and feel for the site is expected to debut around the Feb. 6 All-Star Game...Premier sunglass brand Bolle has signed longtime beach volleyball champ Karch Ki raly to an endorsement deal and will rename its King line of sunglasses "Karch King." Print ads already shot. Steve Lindecke at IMG reps Kiraly.