In case you missed it, last night, during the 11pm ET edition of ESPN SportsCenter, every commercial break for the entire hour was a version of the full-length theatrical trailer of the new Batman movie, which hits theaters on July 18.
For several days, ESPN.com had a small banner promoting the upcoming blitz on SportsCenter.
What I didn't notice was any branding during the broadcast, just during the commercial breaks, which I suppose was done to preserve the "editorial integrity" of the program. Essentially, they bought out the entire ad inventory during Monday's SportsCenter. Not exactly innovative...
Of course, promoting summer blockbusters in sports in not a new idea. A few years ago, Spiderman 2 did a major sponsorship deal with Major League Baseball. The deal included the standard stuff, including the distribution of Spiderman-themed premiums at ballparks and previews on the JumboTron.
But the deal also made it possible for the movie's logo to be featured on the actual bases. Fans and the media protested (loudly!) to the point where MLB killed the logo-on-the-bases idea, but the buzz likely helped boost awareness for the movie. And it demonstrated the willingness on the part of marketers to push the envelope a little -- test the waters, if you will -- in an effort to promote their product.
So what's next? Maybe the Incredible Hulk will umpire an MLB game? [In that case, I wonder if Lou Pinella would argue a call with the same passion.]
Or, perhaps we can get a brand's mascot to host SportsCenter? Anyone know the DBI rating for Chester the Cheetah? -- JM
