I am a big fan of sports such as football, golf, soccer, and basketball which is why this article stood out to me. Coors light teamed up with Patrick Mahomes in this marketing campaign to promote their beer. NFL officials called off the commercial because of rules about players promoting beer. Instead of just scrapping the project they decided to use this as publicity and put the commercial in a time capsule which was live streamed on June 28th. The idea is that they will release the commercial once (if ever) the alcohol rule has been changed.
I think that this media stunt proved Coors with with more views and people reached then they would have originally if they had just stopped the project, instead of people thinking about what they missed out on and potentially thinking bad about Coors and Mahomes, they now think about the time capsule and how creative it is. By doing this they overcome the challenge of breaking the NFL's rules about promoting beer brands. The NFL are the ones that are making it difficult for them, if it was a different athlete that plays a different sport, they would be having no issues. (As long as that sports didn't have rules against promoting alcohol as well) I think that their competition is still below them, as no one else is making time capsules as a form of advertising, unless the public sees this as a bad thing and thinks that Coors is just trying to get around some rules that they don't like. This is a very unique form of advertising, personally, I have never heard of any companies doing this, but in my opinion it is a great idea. The only thing I would critique is, would this still be violating the rules of the NFL? Although they did not actually stream the commercial that was made, they are still advertising the brand by doing this publicity stunt. According to the NFL, the rule just says that players are prohibited from promoting alcohol, which makes me wonder where they cross the line? Coors is definitely making money from the time capsule while still using Mahomes's name, so in my eyes this would not be allowed and he should get fined by the NFL. If I was in charge of this marketing campaign, I would not take the risk of getting fined or the possibility of something else, you can find another big name athlete that is allowed to support alcohol which is way safer than working around rules just to partner with someone like Patrick Mahomes. From doing this assignment and reading about unique marketing techniques I learned that although it may be risky, you can often find a way around a lot of rules. Instead of giving up, you may be able to find way to bring in more people than you would have originally, like in this case. The more creative you are, the more people will like what you have to bring to the table, at least in this case.
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