From Mark McCoy, SVP, Brand Planning Director, Palio
Consider some not-so random facts:
- The New York Yankees, Boston Red Sox rivalry is one of the biggest rivalries in sports. It has been going on for a hundred years. Viewer ratings are sky high every time the teams play each other.
- Around the time of any Yankees versus Red Sox series there are many news stories and blog postings on the information superhighway concerning the 2 clubs.
- Yankee players Jorge Posada, Mariano Rivera and Andy Pettitte have all suffered injuries lately.
- Star Yankee shortstop Derek Jeter could be subject to an injury curse because he recently posed on the cover of Sports Illustrated.
- Bubble wrap is used to protect items from damage in shipping.
- Most people think of bubble wrap as a generic commodity and cannot identify with a specific brand name.
Some clever marketer at Sealed Air, Inc. put these facts together and came up a great guerilla marketing idea. Sealed Air sends a package containing a huge roll of their Bubble Wrap® to Fenway Park just ahead of a weekend series between the Red Sox and the Yankees. The package is addressed to Derek Jeter. The roll of bubble wrap is decorated with Yankee pinstripes and a big number 2, which is of course Derek Jeter’s number. Inside the package is a letter from Sealed Air explaining how their bubble wrap could be used to protect Derek Jeter from injury, so he can continue to play ball.
This guerrilla marketing tactic is a thing of beauty. It’s timely, fun and memorable. Red Sox fans like it because it points out that Yankee players are hurt. Maybe the Sox have a chance to win some games? Yankee fans like it because Sealed Air recognizes how valuable Derek Jeter is to the Yankees and want to make sure he doesn’t get injured.
Sealed Air’s bubble wrap stunt got great pick up because it is the kind of news story in which everybody wins. It is likely that many people who buy bubble wrap will think of Sealed Air the next time they place an order.
Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
