I’m watching NBC’s coverage of Sunday Night football. Philly vs. Dallas. All NBC’s logos have been colored green as part of "green week" and NBC’s
efforts to raise global warming awareness. Matt Lauer is lecturing us
live from the North Pole about global warming. All lights in the studio have been turned off to
conserve energy – they’re literally doing the broadcast in the dark. A promo for Al Gore on NBC’s sitcom 30 Rock was played and Matt Lauer portrayed Gore as one of the brightest minds he’s ever interview about global warming. All this before the end of half-time. Anybody at the NFL concerned about NBC alienating their fan base? NBC did motivate me to make my own contribution to reducing global warming – I turned off the TV.
Mike, the “green” thing is getting a bit over the top. Maybe the NFL should step beyond cross-selling for NBC and go fully green itself. What about recycling used athletic tape? Helmets made from recycled stadium beer cups? Certified organic turf? Pads made of 100% natural hemp fibers? What about a wetland in the far corners of the end zone?
By diluting the focus away from the game, maybe the NFL’s strategy is to get viewers to attend live games. In the stands at Lambeau Field, the fans make more insightful comments than the play-by-play announcers on most network broadcasts. And the experience? Priceless!
Hi Greg,
I look at this from the viewpoint of a fan and a marketer.
As a fan I want to watch a football game. Period. It’s enjoyment. If you want me as a viewer then do not turn your brand into a propaganda platform.
As a marketer I would be concerned by how much of my audience is alienated by the tie-in – either because they think Al Gore is a hoax or because, like me, they just want to watch a game without the lecture.
Now if NBC and NFL have both decided that they want to appeal only to liberal, tree-hugging, Al Gore acolytes then I applaud the attempt.
Bottom line is that this type of “activist” marketing is very dangerous assuming you want to maintain a diverse audience.
Maybe they’re trying to get more people to listen and so tapped into the one program they were sure would have high ratings. Global warming is an issue that literally looms over us like a dark cloud. Then again, some people just want to enjoy the game on TV. I just hope green week was worth the effort and that a good share of the audience got the message.
Mike, I agree. And by the way, not only are they potentially alienating their fan base, they may be alienating advertisers (other than the hybrid manufacturers).
Change is on the horizon, though See http://www.trendwatching.com for their analysis of “Eco-Fatique.”
The Trendwatching report summarizes this way:
“Sadly, over the next 12 months, expect many more blue chip brands to bend over and take the fun out of robust, honest products, further alienating consumers who are yearning for authenticity.
Which of course spells o-p-p-o-r-t-u-n-i-t-y for brands that do take ECO-FATIGUE and its followers seriously. As always, marketers who dare to look beyond the fad-du-jour, will find a wealth of opportunity. Time to get real!”
Mike, Update – trendwatching.com decided to make this month’s edition a “hoax” so their “Eco-Fatique” trend was just for fun. There was enough truth in it to make it believable, though.