So I watched the UFC 129 last night, the highly televised event, with the biggest crowd North America has ever witnessed for a UFC event. I couldn't help but notice the giant logos plastered on the octagon, on the poles, the shorts, t-shirts, yup, you name it and had a logo on it. Every single brand on earth had something to do with the UFC, even the commentary was full of 'brought to you by' and 'in theatres soon' crap - old tricks , classic piggybacking.
So here is my question, how many people watching the UFC gave a shit about these logos and interruptions? I'm guessing very few, the only thing it will do is fan a marketer's ego when he sees an increase in brand recall of 0.78% a few months from now. Really marketers? Is that the best you can do? Whatever happened to permission marketing? Or innovation? Remember when nobody cared about basketball and then Nike came in and made rock stars out of basketball players? Re framed it as entertainment? Innovation, not piggy backing, maybe not the best example but you get the idea. So next time you have these urges, ask yourself, how can I up MY game?
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