Beach volleyballers Zara Dampney and Shauna Mullin are world-class sportswomen. I don't know if Marketing Week have trademarked the term that they'll be "renting out their rears" but if you haven't heard, that's what these ladies will be doing... dutifully. Betfair will be printing QR codes on the ladies' bikini bottoms having signed an exclusive advertising deal to see them through to the 2012 games.
Andy Lulham, UK sports and marketing PR at Betfair, says this:
“There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible."
Ah, so you're targeting the 'SPORTS-fans'. Silly me! Though I do wonder how anyone is going to concentrate on any kind of game action when they're trying to line up their little QR bum codes on their little mobile screens.
The last time I watched beach volleyball, I definitely remember the players moving. Quite a bit actually. Oh, UNLESS, Betfair are going to get the women to stand in a line, stationary, just so that spectators can get a half-decent voyeuristic view. Stick it up on the big screen - far more efficient. Actually, sod the game, forget the sport, as long as Betfair get a good return on their rented rears..!
Wait a sec, Andy says more:
“As far as we’re aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of theplaces that is likely to get photographed the most.”
So, OK, let's apply this theory to the sport of men's gymnastics; in particular, the pommel horse or the still-bars. I wonder whether a brand with any kind of rep would ever think about plonking a QR code on the man-parts which are most likely to be viewed by spectators during these events. Hmmmmm.
You think that's a tenuous analogy?
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