Entertainment

Case Study

Cross Promotion and the X-Games: A Unit 2 SEM Case Study

With the ultra popular, annual X-Games event, the ESPN net-work was able to successfully exploit an effective platform for cross promotion. For the 2003 event, ESPN began generating buzz by circulating free X-Game-branded sampler CDs at movie theaters and concert venues and running a retail promotion with the Coalition of Independent Music Stores (CIMS). The free CD offered music from a

broad sampling of genres, including art-ists Linkin Park, Deftones, Motley Crue, Trapt and Inspectah Deck from the Wu-Tang Clan. The CD was distributed by ESPN street teams at such summer concerts as Ozzfest, Lollapalooza and the Vans Warped tour and included bonus video footage of X-Games athletes.

In addition, the network created commercials featuring Snoop Dogg, featuring the tag line: “X Games comes to L.A. It’s off the hizzle fo’ shizzle, dizzle.” In past X-Games events, ESPN has featured live musical performances, ranging from bands comprised of competing athletes to major record label acts like Eminem and No Doubt.
X-Games IX (2003) on ESPN drew 55 million viewers and the event was later released in a DVD format that featured highlights from the L.A. games, including the inaugural X Games surfing contest and the first-ever 360-degree spin on a motocross bike. A CD soundtrack of the film was included with each DVD.
*** CASE STUDY QUESTIONS ***
1.) How has ESPN cross promoted its X-Games brand with other forms of entertainment?

2.) Why do you think ESPN selected this particular medium to cross promote its X-Games events?

3.) Do you think ESPN’s decision to cross promote was effective? Why or why not?


Unit 2 Discussion Question Review

Sports products can be represented in a variety of ways. What are some examples? Sports products could include:

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  Licensed merchandise
  
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  Participation
  
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  Entertainment
  
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  Equipment and apparel
  
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  Promotional items
  
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  Sports facilities
  
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  Marketing research
  
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  Management services
  

Entertainment products can be represented in a variety of ways. What are some examples? Entertainment products could include:

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  Film / Cinema
  
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  Television
  
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  Music / Concerts
  
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  Radio
  
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  Video Games
  
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  Theme Parks
  
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  Publications (newspapers, magazines, books)
  

Think about the various events offered in your community. How much effort is required to prepare,

plan and execute that event? Is marketing involved? How so?
There are a number of possible answers to this question. The goal of this discussion topic is to get students to consider the variables required for successful execution of the event management process. This question provides an excellent forum for introducing various marketing strategies and concepts.
What are some examples of sports and entertainment marketing witnessed in our everyday lives?
Sports and entertainment marketing influences:

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  What we decide to do on vacation (scuba diving, hiking, fishing, sailing)
  
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  What we wear (shoes & apparel)
  
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  Which movie we decide to see
  
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  Which commercials we see during our favorite weekly sitcom or television show
  

Sports and entertainment marketing is represented by more than LeBron James playing basketball, Aaron Rodgers playing football or Tom Cruise playing a movie role for millions of dollars. What other activities represent the activities of sports and entertainment marketers?

Sports marketing activities could involve:

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  Gatorade using athletes to endorse products
  
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  Spalding manufacturing equipment used by athletes of any skill level world-wide
  
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  The Chicago Cubs staff responsible for servicing their ticket holders
  
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  Individual arenas and facilities where events take place
  
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  The NBA levying fines to players involved in fights
  
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  Brands advertising during the Dan Patrick Show radio show
  
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  Fans (consumers) purchasing game tickets, equipment, shoes, t-shirts and watching or listening to games on television, radio and online
  

What entertainment options are available to you in your community?

The goal of sports and entertainment marketing is to capture consumer interest in a manner persuasive enough for them to spend their entertainment dollars with your organization.

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  Sporting Events
  
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  Music & Movies
  
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  Video Games
  
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  Theatre
  
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  Festivals & Events
  
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  Movie Rentals
  
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  Theme Parks
  

Unit 2 Key Words Defined

Cross Promotion: The convergence of two entertainment properties working together to market products or services
Customer Loyalty: Customer decision to become a repeat consumer of a particular product or brand
Discretionary Income: Money left to spend after necessary expenses are paid
Entertainment: Whatever people are willing to spend their money and spare time viewing rather than participating
Entertainment Marketing: The process of developing, promoting, and distributing products, or goods and services, to satisfy customer’s needs and wants through entertainment, or any diversion, amuse- ment, or method of occupying time
Event Triangle: The model for studying the exchanges developed in sports marketing
Intangible Product Attributes: The unobservable characteristics which a physical good possesses, such as style, quality, strength, or beauty
Marketing: The process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants
Perishability: The ability to store or inventory a product
Product: Tangible, physical goods as well as services and ideas
Sports Marketing: The act of using sports as a platform to market products or services and increase sales or the process the of marketing and selling the sports property itself
Tangible: Products that are capable of being physically touched