The Super Bowl still rules as the most powerful — and costly — television avenue for companies seeking ways to globally promote their products. But when the World Series between the Colorado Rockies and Boston Red Sox begins tonight, advertisers will have spent considerable time and money to be part of baseball's finest week, too.
General Mills, for example, will create a 2007 Wheaties cover featuring the World Series and a player from the winning team. Boxes will be on shelf within a few weeks of the finish.
Sponsors like Bank of America, Holiday Inn, Pepsi, Sharp and Taco Bell are offering trips to the series as grand prizes in sweepstakes tied to the games.
And as far as the automotive industry, Chevrolet will also have a substantial presence during the World Series.
The manufacturer's $100 million campaign geared toward the 2008 Malibu and its quest to compete with Honda and Toyota, is in full swing. And the Malibu's redesign for 2008 was introduced to the public during the Major League playoffs.
In the World Series, Chevrolet is the new presenting sponsor of the
Roberto Clemente Award, the honor given to the player who epitomizes the humanitarian efforts of Major League Baseball. It will be presented on the field during pre-game activities in Game Three.
To promote the award, Chevrolet ran a national commercial celebrating the baseball great.
How Chevrolet's commercials during the World Series will help sell the Malibu remains to be determined. But representatives from Chevrolet and its parent General Motors have said they believe the Malibu can compete the with popularity of Honda and Toyota.
But the task won't be easy accomplished. Camry's sales (417,104) more than tripled Malibu sales last year. The Accord, meanwhile, outsold the Malibu, 348,843 to 138,110.
Resource Links:
- http://www.mlb.com/
- http://sports.espn.go.com/espn
- http://sports.espn.go.com/mlb
- http://www.washingtonpost.com
- http://thecaucus.blogs.nytimes
- http://blogs.wsj.com/biztech
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Tracked on: October 26, 2007 9:13 PM | Permalink to Trackback