( Full disclosure: I included Rob Gronkowski in my fantasy team this year.)
Most professional athletes aren't famous enough to get big endorsement deals. Things that usually only show up for 30 - second commercials and Gatorade sweating or talking to Papa John. But the New England Patriots tight end, Rob Gronkowski, the transcendent brother he is, has gone beyond that to become a content marketer.
He stars in Nike's new two minutes. video, Snow Day ; steal the program in Madden: The Movie ; and this summer he published an autobiography titled It's good to be Gronk . While promoting the book, he even told The New Yorker , “That's right, no one can stay with us. We party too hard. ”
His latest content campaign, for Capital One, may be his best yet. I present to you Gronkonomics:
Unbelievable . Just to be clear, Gronkonomics isn't a spoof or parody, and that's what makes it so compelling. Despite his goofy, angry reputation, Gronk has been financially savvy since he turned pro. He documented saying he has yet to spend any of his NFL contracts. He is in the middle of a six-year contract that will pay him a total of $54 million. [/note] Instead, he simply relies on his marketing income, which makes sense since he really only needs to buy grilled chicken, whey protein, and gas for the spring break bus ride. my phone . Capital One took advantage of this little-known insight, having him offer financial advice to consumers on things like sub-savings accounts and emergency savings.
The key lesson here for marketers working with celebrity advocates is to create campaigns with a unique and honest angle that stays true to the brand identity. Finding that hot spot can be tough, but when it works – like here – people will want to pay attention. If Gronk bought a new neon Hummer (or party bus) every week and burned out his contract, everyone would just shrug off this campaign with a laugh.
Everything he does is funny, but it's not a joke, and brands are taking full advantage of that. Adam Smith, John Maynard Keynes, Milton Friedman… Rob Gronkowski. Why the hell not?
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