My name is Saul! I'm an award winning Word of Mouth Marketer, Professional Speaker on the subjects of Social Media, Customer Service and best of all... Word of Mouth. I collect Air Force One sneakers and think you should hire me... (as a consultant) to teach you how to get your company doing interesting things!
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Photos from the Drupal Conference in San Francisco, CA 2010

Tuesday, Oct 10, 2007
3

20 Million Dollars…That is a whole lot of pennies!


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I am not a Nascar fan.

I have nothing against the sport or the people, I just can’t seem to get excited about it. That being said I did happen to catch a few minutes of the big race this weekend and saw something that was puzzling.

It was the #27 car.

We all know about the cars and how they are moving billboards for major brands looking to cement permanent relationships with the Nascar faithful….and I like that. There is nothing wrong with brash commercialism but I was still troubled by the sponsor of the #27 car.

Who was is you ask?

UNICEF.


This kinda puzzled/bothered me because as a Charity (one that I collected many pennies for during my many Halloween outings as a child) I found it odd that they would spend the approx. $20 Million Dollars it takes to be a title sponsor when that money could go to better places.

Even if they got a Charity discount (does that exist in Nascar Sponsorship deals?) they would still be in the hook for a big chunk of the fee.

Now I understand this is advertising and the goal is to get many eyeballs on the name and the url but I wonder if this will end up being effective for them. I know I was turned off by it and even if I am blogging about it and giving them exposure it may not be the type of exposure they were hoping for.

*and if anyone knows if this was a freebie or something please feel free to chime in and call me stupid but I read every press release and couldn’t find any mention of that. The PR does mention that they hope the race will move people to donate in record numbers.

-saul

Response
  1. Hi Saul,

    well, the most simple thing to do would be to call the press officer over at UNICEF and ask him/her if it was indeed a free-bie or if they did pay for it. 🙂

  2. Saul!! I found you!
    You can’t imagine how sad I was when I dropped by the Zipcar office in the new year to surprise you with a little thank you gift only to discover you weren’t there! More on that later… (I’ll drop you a note on facebook)

    …as for the Unicef/JV thing. Here is some additional information. There was any monetary “sponsorship” of the car as his ride is already fully funded and this was a special “one off” drive, so they used the car and their relationship with Jacques to reap some serious public awareness and launch a special initiative to raise funds.
    (Susan G. Komen foundation did a similar thing last year with their “Warriors in Pink” Campaign with Ford w/ the support of Katherine Legge and the Champ Car World Series) (can you tell I’m a motorsports writer? LOL!)

    http://www.jv-world.com/news/story_10519.shtml

    http://www.unicef.ca/portal/SmartDefault.aspx?at=2115

  3. Hi Meesh!

    Glad you found me and thanks for clearing this up!

    saul

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