It's Bigger Than Hip-Hop!

Think of two brands that have memorable or outstanding campaigns.  Was one Apple and the other Nike?  If so,  these two brands are often top-of-mind because they have evolved into lifestyle brands.  For Nike, that's in large part due to their Air Jordan line.

Today, The Atlanta Post released a Q&A article with Erin O. Patton, founder of The Mastermind Group, a strategic marketing agency, and author of Under the Influence:  Tracing the Hip-Hop's Generation's Impact on Brands, Sports, & Pop Culture.

I know you're wondering why you should care.  Just keep reading.

Erin O. Patton is the man credited with building the Air Jordan brand.  Now you're paying attention, right?

Growing up during the rise of the hip-hop era, Patton had the foresight to know that hip-hop was not merely a trend.  When Run DMC was rocking shell toes and rapping about it, or when LL wouldn't go anywhere without his Kangol, Patton was observing and strategizing. 

He recognized that showing love to these brands could be a huge business opportunity.  A way to connect with an untapped, young, loyal market in a manner that's never been done.

Before joining Nike, he worked for Burrell Advertising and Edelman PR.  It was his responsibility to build brand equity and relevance among the hip-hop generation.  Remember Sprite's Obey Your Thirst campaign?   Patton was the man behind that too.  See a trend?

Then, when Patton joined Nike he took it to the next level.  A product of the streets, he knew what needed to be done in order to reach Air Jordan's target consumer and for it to be a success.  He blessed the trendsetters and influencers aka rappers and barbers with the hottest product first.  When guys gathered in the barber shop or saw their favorite rappers rocking the freshest kicks before anyone else, a demand and buzz was created; thus birthing a movement.  He got it and continues to lend his genius towards developing strategies for Lebron James, The Williams Sisters and others.

Last night, after the Health Care Reform bill was passed, Nancy Pelosi addressed the House.  During her speech, she described President Obama as a visionary, a strategist, and a persuader.  Wow!  Who wouldn't want to be described as such?!?!  Those three adjectives resonated with me because in order to be an effective leader, you should exhibit all of those qualities.  Agreed?  Well, upon reading the Q&A with Patton, I felt like those adjectives were also applicable to him.  In no way am I suggesting he has the goods to be our next President, but he's definitely at the top of his game -- bridging brands with the hip-hop culture in a smart and authentic way.

If you're interested in marketing, advertising, PR, brand development, the business side of hip-hop or sports, then you must do yourself a favor and learn more about Erin Patton.  I guarantee that you'll respect him so much that you'll be inspired to read his book.  I'm copping mine right now!

You're welcome.

It's Tourney Time!

The NCAA Tournament tips-off on CBS in less than 24 hours!  If you haven't done so already, make your picks now!

Also, to all my sports heads holding it down at the j-o-b during the day, and having a breakdown about not being able to watch the games on TV, I'm about to change your life.   Actually, all credit goes to Mashable, but I'm putting you on, so give me some love when you pay it forward.

Mashable put together a great list of how social media + technology will help you keep track of your bracket(s), blow outs, and upsets.  From real-time tweets +  watching live games online  or on your iPhone/iPod Touch, they've covered it all.

Don't take my word for it, see for yourself!

You're welcome.

No, KFC. You Get a Grip!

Quick Service Restaurants (QSRs) + sports have a long history together.  It's a partnership that makes sense.  Watching sports and eating go hand in hand.  It's a ritual.

Earlier this week, KFC announced their new Boneless Filet Box.  As described by KFC, it's "a whole new way to eat chicken." They're continuing to challenge consumers to unthink outside-the-bucket.  I've always thought they were biting Taco Bells, "think outside the bun" campaign, but I digress.  So, the boneless filet comes in a fries like container which is supposed to allow customers to "Get a Grip" as they eat.
  
This leads me to their second announcement.  They've teamed up with Eagle's wide receiver Jason Avant, pro golfer J.B. Holmes and tennis star Devin Britton to help sell their "Get a Grip" concept.  The connection between the athletes and chicken is that in order to be a successful athlete, they have to "Get a Grip" to catch the ball and swing a golf club and tennis racket.  So, since the chicken is boneless, it's meatier and more cumbersome to hold and requires you to have a "good grip" in order to enjoy it.  Two syllables for you...REACH+ING!  Seriously, KFC? Are you really trying to get people to eat a chicken breast from a french fry container with their hands?  No thank you.  

I recognize that sports is the universal language of our society, and an effective form of communication, but KFC is relying on these athletes to do a lot of the heavy lifting (pun kinda intended).  I mean, I don't eat chicken (don't judge), but if I did, I know I would not embrace the idea of eating a chicken breast out of a french fry box.  A chicken sandwich, chicken tenders, chicken fingers...all acceptable to eat with your hands.  A chicken breast sans bread?  Not so much.  I'll have a plate, knife, and fork for $200, Alex.

KFC's media promoting the new Boneless Filet Box has already hit market.  I'm interested in seeing how they're going to integrate the athletes in their promotion, especially considering that the chosen athletes aren't generating tons of buzz because they're a) not household names and b) not currently in season.  

This is a sports + QSR partnership that I'm not a fan of, but I am interested to see how long the Boneless Filet Box gets love. My guess is that KFC will "Get a Grip" and recognize that nobody's checking for this.  Or, are you?