Sponsor Mighty, Dancing, Working, Little Old ME!
Posted: 6/30/2009 3:09:45 PM by
Shelley Fasulko | with 0 comments
For the past year it’s been my personal obsession to keep tabs on everyday Jane’s and Joe’s who’ve managed to do the extraordinary and find ways to pursue their dreams and passions by getting themselves sponsored. The kind of “self-sponsorship” I’m talking about isn’t the sleazy “place an ad here (insert body part) and I’ll promote your brand in my online video” type — it is inspired, quirky and refreshing.
My ears first perked up when I heard Stride gum was sponsoring a guy named Matt who had a goal to dance around the globe (you can check Matt out here: http://www.wherethehellismatt.com/?fbid=8uJc6NDGCmR). Stride worked its “Ridiculously long lasting” catch phrase with Matt’s non-stop dancing; exchanged funding for low key advertising in Matt’s online videos; and earned the brand one hell of an interesting spokesperson. As for Matt, well, he got to dance.
Then I learned of another guy, this one named Daniel, who was a bit indecisive in the career department and was looking to “Live the Map.” Daniel’s goal? Travel the 50 states and work 50 jobs in 50 weeks (learn about Daniel here: http://www.livingthemap.com/Living_the_Map/Why.html). The details of Daniel’s sponsorship situation aren’t quite as explicit but he’s sporting a relatively sophisticated web site with t-shirts for sale, professional travel advice and major media outlet coverage (Fox News, CNN, CBS, The Today Show, etc.) which certainly ups his sponsorability factor.
Most recently, Maggie Mason (a.k.a. “Mighty Girl”), a shopping and design blogger (see Maggie: http://mightygirl.com/2009/06/29/turns-out-my-fairy-godmother-wears-a-clean-suit/), has been bankrolled by technology trendsetter Intel to accomplish ten items off her bucket list in the next three months. So far Maggie’s attended San Francisco’s Black and White Ball, Crossed the Canadian Border, taken tap lessons with the pros and is heading to Puerto Rico next week to swim with bioluminescent plankton. For its part, Intel has wrapped Mighty Maggie into its “Sponsors of Tomorrow” campaign and has plastered her blog site with its ads.
I wouldn’t go so far as to say the celebrity spokesperson is dead — that is definitely not the case — however, in times like these when marketers are walking the tightrope of connecting with consumers in exciting ways that respect the daily struggles the average person is facing I can think of nothing smarter than aligning with average people. Sure, these average people have some exceptional goals, but that’s the beauty of it: so do most of the other “average people” out there.
As for any of you sponsors out there looking to get in on the trend, I happen to know a twenty-something, soul-searching, thrill-seeking, “every woman,” sponsorship consultant from Chicago who would be happy to travel the globe and report her adventures on your dime.
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Filed under: non-traditional categories, sponsored content, new media