Sports: Mark Ingram won the 75th Heisman Trophy award Saturday night in the closest race in the history of the award. The Alabama running back edged out Stanford running back Toby Gerhart by 28 points. Ingram is also the first player from the storied Alabama football program to win the Heisman. This year was the third straight that a sophomore collected the prestigious hardware.  Ingram joins Sam Bradford (2008) and Tim Tebow (2007) as the only other sophomore winners.

Our Take: Being awarded the Heisman Trophy is the culmination of a great season and years of hard work. Ingram played his best in big games this year for Alabama and deserved to win the award. He should be a high pick in the NFL draft when he decides to come out, but for now, Ingram and Alabama are focused on winning the national championship, then possibly another Heisman next season.

Entertainment: “Invictus” opened on Friday, retelling the story of how Nelson Mandela used sports to unite a nation. The film, directed by Clint Eastwood and starring Morgan Freeman and Matt Damon, will compete with is Disney’s “Princess and the Frog” (noted for featuring a black princess for the first time in Disney’s history) for the top box office spot.

Our Take: The story of how the 1995 South African Rugby team was used by Mandela to bring a nation together shows why sports is so powerful and so special. The events surrounding Mandela’s election and the Rugby World Cup are too remarkable to be fictionalized. This heartwarming story of how sports has the ability to break through difficult social barriers will have some success, but while the story surrounding the iconic figure Mandela and the star studded cast should attract people to the theaters, the topic of South African history and rugby will prevent the film from major success.

Quote: “He went for the money. I’m fairly disgusted with the situation, that they let it last this long.” –Cincinnati wide receiver Marshawn Gilyard on Brian Kelly.

Our Take: It was fairly naïve for Cincinnati’s players to believe that Kelly was going to stay when Notre Dame was knocking on the door, despite their former coach’s insistence that he would remain a Bearcat. Kelly has his work cut out for him as the Notre Dame brand is not as strong as it once was. While it is widely mentioned that he has the charisma to recruit players to South Bend, Kelly, an offensive-minded coach, is going to need to re-make the Irish defense into a force to be reckoned with, something Charlie Weis failed to do.

Oddity: When two unexpected entities come together, it can create a very successful marketing buzz. That is what USA Curling is trying to do with the release of a line of condoms displaying the sport’s “hurry hard” phrase as the product name. The product will be used to promote education and awareness for safe sex and HIV prevention.

Our Take: This is a different, but clever match of an Olympic sport and a product to promote a worthy cause. Not only will the brash product line draw publicity to the safe sex and HIV prevention cause, it will also have people talking about USA Curling team as the Vancouver Olympics get underway, which is a win-win situation.

Number: 96

Our Take: The NCAA is mulling over an escape clause in its 11-year, $6 billion deal with CBS and gauging the value of expanding the men’s basketball tournament from 65 teams to 96 teams. The move would give the top 32 teams a bye. A potential shift from broadcast to cable TV is also being discussed. The NCAA should be careful, though. They have enjoyed great success with the basketball tournament and any missteps with March Madness could be a bigger disaster than…college football.

The future is right around the corner as the stadium, ballpark, or arena moves closer to fans’ living rooms—if they are prepared to look like a space-age Horace Grant.

Sony and Panasonic plan to open up the 3D TV marketplace to residential consumers beginning in 2010 with Mitsubishi and JVC close behind in releasing the technology. This move will mark the first major leap in the television market since the flat screen. Even the innovative sleek look and high-definition picture color and clarity can’t compare to the viewing experience that 3-dimensional sets will make available to consumers. The new technology may take a while to catch on full force, but according to one Panasonic executive, the 3D TV will be common in homes in five to 10 years and new technology that will provide 3D viewing without the glasses will be ready in 10 to 15 years.

Sports viewing stands to gain the most from these new 3D sets. Both the NBA and NFL have experimented with broadcasting 3D games in theaters. Most recently, Sony reached an agreement with the 2010 World Cup granting the electronics giant the right to record and broadcast 25 games from the tournament with live broadcasting rights still in negotiation.

While this development may mean the death of HD TV if 3D catches on, 3D offers a chance to save some sports and increase the popularity of others exponentially. Boxing could receive the biggest boost for the new technology. Soccer in America could also get the break it needs to increase viewership in the states. Both sports lend itself to the interactive, intense viewing that 3D offers and both sports desperately need a new innovation to garner greater interest in the sports.

The biggest downside to the new sets is the futuristic wraparound glasses required to view the 3D picture. Whereas Sony and Panasonic say the new equipment required for the television set itself will not add much cost over other comparable televisions currently available on the market, the glasses could range up to as much as $200. Sony has not set a price and is still determining whether or not to sell the glasses separately or bundle it with the TV.

Sony expects that the new sets will make up 30-50 percent of all televisions the company sells by spring of 2012. Sony’s chairman, Howard Stringer believes that its 3D products, including movies and games, will be the next $10 billion business for the company because 3D brings many of the electronics Sony offers across different product lines together.

While Sony and Panasonic’s 3D TVs double as a regular set when the glasses come off, it’s going to have to be more than remarkable to catch on. The price and inconvenience of the glasses are a big concern, especially in relation to sports. Sports events are often watched in large groups. Will Super Bowl parties be reduced to only the most die-hard willing to watch in smaller numbers to preserve the quality of viewing? That is doubtful, considering much of the fun to some people is the company they have when watching games. And will it be worth the sacrifice of sociability considering the expense of the numerous add-ons?

It is possible that 3D TV will become the next standard in home entertainment, but there are still many questions that need to be answered. If sports’ viewing on 3D proves phenomenal, viewer satisfaction alone could push sales.  However, the avid sports fan and families with kids who spend a large amount of time watching TV may be the only initial consumers, while the rest of the market waits for a technological advancement that removes the glasses from the equation to make the 3D leap.

Sports: Bobby Bowden’s tenure as Florida State head coach has come to an end after 34 years and 14 straight top-five finishes. Bowden has failed to grasp the glory days of the 1990’s, which included two national championships,  in his most recent decade leading the Seminoles posting a mediocre record of 37-27 in the past 5 years.

Our Take: The way Florida State handled Bowden’s exit was questionable at best. The school’s most prolific football coach was pushed out the door without the recognition deserved by such a celebrated figure in NCAA football history. While the lack of appropriate PR by the school was perplexing to fans, it was clearly a money issue. It’s always difficult to part ways when a coach has spent so much time at one school, but the $2.5 million buyout deal with new head coach Jimbo Fisher (if he wasn’t named head coach by 2011), forced FSU to take the opportunity to move on realizing that waiting for Bowden to leave on his own terms may have become expensive.

Entertainment: Following the $2.7 billion sale of Busch Entertainment Corp. to private equity investors The Blackstone Group, the theme park operator was renamed SeaWorld Parks & Entertainment. The change ended the theme park’s 50-year association with Anheuser-Busch.

Our Take: The name change, as well as breaking the traditional ties with Anheuser-Busch, revitalizes the brand as one of the most family-friendly on earth. The Blackstone Group’s move away from the beer company leverages the theme parks as wholesome fun. Following the sale, The Blackstone Group needs to establish a new identity for its theme parks.

Quote: “That would work if you had the right woman, and particularly if she were a player who played. Initially it would be, ‘Wow, I’ve got to see this, I never thought this would happen so I’ve got to see it …’ If she were a solid player and a contributor, then definitely it would help.” -Nets president Rod Thorn on a female player in the NBA

Our Take:  In spite of David Stern’s endorsement, this idea creates a complex dynamic in the sport of basketball that might prove to be more about ticket sales and publicity than actual competition.  It would be very difficult for a woman to make an impact in the NBA. The size, speed, and strength of the mens game would most likely overwhelm even the best player the WNBA has to offer. If a team were to put a female player on the roster, it may ultimately alienate fans to see what feels like an attempted publicity stunt and discourage the purchase of tickets following the initial buzz due to a diluted product. The abysmal Nets, though, would be an ideal team for such a stunt, so it’s no surprise as one of the NBA’s more creative teams that they would endorse such a measure.

Oddity: The vertically striped brown and yellow socks sported by the Denver Broncos as homage to their past have been the hot item for the team’s pro shop. More than 1,800 pairs of socks have been sold for $14.95. The store also receives about 250 calls per week from customers inquiring about new shipments of the socks to the store from the manufacturer who has run out of brown yarn due to the high demand.

Our Take: The success in the sale of the socks is great news for the Broncos in a slow economy, but who is buying these socks? The leggings have to be some of the ugliest in existence, but maybe that is what catches people’s eye. Or perhaps tradition resonates more than anything else with the consumer of 2009.  Whatever the reason may be, when trends like this explode, it is better not to ask questions, but to get more brown yarn.

Number: 10

Our Take: Tom Brady has stepped forward as the Patriots’ assistant player rep in an attempt to shift power back to the NFLPA. After 10 of the league’s top quarterbacks (including Jim Kelly, Warren Moon, Dan Marino, John Elway, Troy Aikman, Phil Simms, Bubby Brister, Boomer Esiason, Jim Everett, and Randall Cunningham) took $500,000 each from the NFL management’s marketing wing for a licensing agreement, the NFLPA’s ability to earn money through licensing to fund lawsuits on the players’ behalf against the league was severely hindered. Looking to reclaim the NFLPA’s previous preeminence, Brady and the rest of the player reps are banding together in a push for guaranteed contracts. With the issue of concussions and other physical ramifications of playing football in the spotlight recently, Brady hopes to help players in the present and the future get more insurance from the contracts they sign.

From the week of Nov. 15-20

Sports: European football fans are calling for a boycott of Thierry Henry-endorsed products following the French striker’s controversial handball in the final moments of a match that sent France to the World Cup and Ireland back home.  Henry spoke openly about the incident saying that he cheated and the fairest remedy would be to play the game again, but despite, and possibly because of the French striker’s honesty, this PR play could save, or ruin, the star’s endorsement deals.

Our Take: Henry’s brand is stamped across the globe. His popularity as a soccer player reaches far too many people to have sponsors considering the long term affects of this incident as more than trivial. Gaining endorsements with certain products that require a great deal of trust from the consumer may not happen for Henry in the short term, but his gamesmanship and will-to-win could actually help Henry despite the events that unfolded after the goal.

Entertainment: NBC is being shopped to Comcast. The largest cable company in the U.S. is negotiating a deal with General Electric to become the majority shareholder of the media business that holds cable channels: USA, Bravo, SyFy, MSNBC, and CNBC. These channels represent the most valuable piece of the deal as NBC’s abysmal last place finish in ratings out of the big four networks suggests the current model of broadcast TV is failing.

Our Take: Relying mostly on advertising revenue is clearly not the way of the future for television business models. NBC earned $5.6 billion through advertising, while the popular cable channel ESPN generated only $1.6 billion from advertising, but an impressive $4.4 billion in subscriber fees for a total of $6 billion with the combined revenue sources. ESPN was also the much more profitable channel netting $1.4 billion in cash flow, while NBC only had $304 million. The future of TV is changing and it appears that broadcast networks are becoming less and less apart of the plans.

Quote: “We think it’s just the tip of the iceberg. We’re telling our fans, go out and buy some shares to avoid Black Friday or take care of your Broncos fan for Christmas.” –Brad Larrondo, senior assistant athletic director for marketing and promotions.

Our Take: The IPfaux concocted by Boise State looks like a decent money making scheme—for $100 a share, loyal fans can buy stock in future athletic department projects. The stock was released at the perfect time, with the football team continuing its undefeated season; many fans will look to buy the stock to remember this year. It’s a wonder why more teams don’t do something like this. The Green Bay Packers had great success in selling their stock in the late ‘90’s— for Boise State, offering a piece of paper that doesn’t appreciate, holds no ownership value in the academic institution, and plays off the success of its football team is a no-brainer.

Oddity: Robert Caplin’s time lapse photography from Game Six of the World Series can be viewed here. The 12,000 images were pieced together and set to Chopin’s Waltz No. 5.

Our Take: This video is something different in sports photography. Caplin managed to license the piece to MLB and according to him, the League is incorporating it into their World Series video. Caplin’s idea is an inventive way to capture the beauty of sports and the attention of potential future clients.

Number: 1

Our Take: Snowboarder Hannah Teter is the first athlete to have an ice cream flavor named after her by the Vermont-based ice cream company, Ben & Jerry’s. Teter, also from Vermont, is the inspiration for Hannah Teter’s Maple Blondie, which will debut in grocery stores by mid-December. Part of Teter’s ice cream sales will benefit her charity that helps humanitarian projects in Africa.

From the week of Nov. 8-14

Sports:  In professional boxing, Manny Pacquiao stopped Miguel Cotto in 12 rounds on Saturday to claim his seventh world title in a seventh weight class. Pacquiao’s speed and power dominated the less-formidable Cotto. The 145-pound Filipino knocked Cotto down twice in the bout. Pacquiao earned a minimum $13 for the fight.

Our Take: This fight could set the stage for a Pacquiao versus Floyd Mayweather Jr. match. Such a match up would draw significantly more fans to the ring, than have shown interest in the sport over the past several years. A battle between the top two names in boxing could start a turnaround in the popularity that hasn’t existed since the ‘70’s, ‘80’s, and early 90’s. Mayweather will run into trouble with the fans if he doesn’t give them what they want to see—a fight against Pacquiao.

Entertainment:  “The Blind Side” opened in theaters on Friday and looks to become a box office hit. The story of the Tuohys family, who took in a 6-foot-4, 300-plus pound homeless boy in high school and watched him grow into a first-round NFL draft pick, will inspire many people. Michael Oher, the movie’s main character, now plays for the Baltimore Ravens.

Our Take: In addition to some great sports footage, this movie looks to be an emotional and uplifting story of how one family’s decision to give a boy a new chance can really make a difference. The originality of the story should draw people to the theaters.

Quote: “I just think what Michael Jordan has done for the game has to be recognized some way soon.” –LeBron James

Our Take: LeBron James’ declaration that he wants everyone in the league to stop wearing number 23 jerseys raises a red flag. James included himself in the statement, saying that he will switch to number six. Making a remark during this part of the season is slightly alerting that James may be preparing for future plans. What caused this change of heart from wearing the 23 to commemorate Jordan to now wanting everyone to cease donning the iconic number? It could be that James is setting himself up for a change of teams. The free-agent-to-be could be preparing to jump ship in Cleveland and head to Chicago, which will have the ability to bring James on board in the summer.

Oddity: Mike Tyson was arrested for allegedly beating up a photographer at the Los Angeles International Airport. Arizona officials are checking to see if Tyson violated probation that stemmed from a 2007 drug charge for cocaine possession and a DUI that sent the former boxer to jail for 24 hours. Both Tyson and the paparazzo were booked and released on suspicion of misdemeanor battery.

Our Take: It appeared Tyson was turning the page in a life that was filled with mistakes and missed opportunities. If the re-enactment of his cameo in The Hangover that is alleged to have occurred at LAX is true and Tyson is found to have violated his probation, the marketability of the former heavy-weight champ will take yet another hit. Tyson is a risky personality to work with, but the public seems to continue to have some form of fascination for him. As long as that exists, he will be insulated from the worst consequences of his behavior.

Number: 55

Our Take: Milwaukee Bucks rookie guard Brandon Jennings has been lighting up the league since he stepped onto the court. Jennings is becoming a successful case study for players skipping the first year of college and heading to Europe to make a buck. Many were skeptical of Jennings decision, but his recent scoring of 55 points against the Warriors on Saturday broke Kareem Abdul-Jabbar’s franchise record for points scored in a game as a rookie. Jennings fell three points short of Wilt Chamberlain’s all-time rookie record. It appears Italy worked out for the kid from Compton. He has a multi-million dollar deal with Under Armour as the company’s first basketball endorser and he is the early season favorite for ROY honors.

It finally happened. An athlete lost their job because of Twitter.

It was only a matter of time before the combination of audacious athletic personas and the ability to make instantaneous proclamations without the security of a delete button had disastrous results.

Outspoken former Kansas City running back Larry Johnson had his contract terminated by the team following his outburst against head coach Todd Haley and repeated use of a homophobic slur both on Twitter and in the locker room. Originally, the Chiefs suspended Johnson for two weeks, but have now decided to part ways permanently.

Various sources reported that the league intended to let Johnson off with a $10,000 fine following the precedent set by Joey Porter’s use of the same word directed at Kellen Winslow in 2006.

The divorce of the ball carrier and the underperforming Kansas City team was inevitable. Statistically, Johnson has been steadily declining the past few years. Johnson’s notorious off-field behavior (including two separate altercations at nightclubs prior to the Twitter incident) has become his only method of making headlines.

Kansas City made a statement by cutting Johnson. Of course, if the Chiefs had severed the relationship before the beginning of the season, they would not have had to pay the $3.75 million guaranteed salary promised him in a ruling made by Special Master Stephen Burbank.

History has proven that sports can go without such proclamations. Similar to Tim Hardaway’s “I hate gay people” statement in 2007 that earned him a ban from the All-Star weekend that reinforced there is no place for such commentary.

In less than 140 characters, Johnson cost himself a great deal of money and made two things certain:  social media platforms possess tremendous power to promote or destroy and there is no quicker way to ruin a potential endorsement deal than to air unpopular and unwelcome opinions to a global audience.

From the week of November 1-7

Sports: Boise State has hired PR firm Scott Peyron & Associates, to improve the football team’s chances of making a BCS bowl game. The team, long overlooked by the BCS for not being in a powerful conference, is hoping that this action will change the outlook of the NCAA on the Western Athletic Conference powerhouse.

Our Take: Scott Peyron & Associates will get Boise State more face time, but still no bowl game. NCAA football is set up to reward the powerful and this will continue, despite the Broncos efforts to leverage their solid playing with a little old-fashioned schmoozing. The BCS computer will never get beyond the less competitive conference in which they play. The only thing that may change the NCAA’s mind is a lawsuit, which we may see following another BCS bowl-less season for Boise State.

Entertainment: The Onion is partnering with Comedy Central to bring the world a sports-news parody show called enter title here. The show will feature stories such as “a touching piece on the first openly gay horse to run in the Breeders’ Cup or the Yankees building a summer stadium in the Hamptons,” according to Onion CEO Steve Hannah. The Onion hopes to have the pilot ready by spring.

Our Take: Hannah goes on to say that sports parody shows have been attempted, but have failed to make it to television. Hannah, there is a reason for this. No one wants to watch made up stories on sports when there is so much relevant, dramatic news actually happening. Comedy Central may release a few episodes, but the show will most likely be canceled due to a lack of Comedy Central viewers that want both sports and comedy.

Quote: http://espn.go.com/video/clip?id=4630382

Our Take: Julie Foudy is right, how does this happen? The actions of Elizabeth Lambert were completely uncalled for. Many people are at fault here, though. The referees should have ended any kind of foul play immediately and not have allowed it to carry on for the entire game. The New Mexico coach should have removed Lambert from the game. This debacle is an unusual example of poor sportsmanship in women’s college athletics; New Mexico will suffer the consequences of  Lambert’s poor behavior as it reflects on  the school.

Oddity: If San Antonio Spurs’ guard Manu Ginobili’s lightning quick swat of a bat flying around the AT&T Center on Halloween night wasn’t odd enough, the city’s Freetail Brewing Company has created a promotion that will preserve the lore of the bat-catching Ginobili for the rest of the season. Every time the Spurs win a game sans the attendance of a bat, everyone at the brewery will receive a free pint of beer and the brewery will also donate $1 per patron to Bat Conservation International.

Our Take: This promotion is a smart way to parlay Ginobili’s crazy capture of a flying wild animal into attracting customers to the Freetail brewery. Taking advantage of a topic that will surely be talked about much of the time the Spurs play could potentially spread the word of the San Antonio brewery. A simple connection with this odd story could go a long way for Freetail.

Number: $400,000

Our Take: The New York Yankees captured its 27th World Series championship in team history. The MLB’s richest team will keep getting richer as the players are expected to gain a record $400,000 bonus for bringing the title back to the Empire State. The 2006 St. Louis Cardinals earned $362,173.07 for their victory. This number illustrates that it pays off to be a winner. In the past 13 years, the Yankees have earned over $2 million for their performances in the post-season.

Roger Federer has become synonymous with high performance in one of the world’s most prestigious sports. His athletic accomplishments have garnered endorsements primarily from luxury brands. Federer’s most recent deal with Swiss chocolatier Lindt has shifted the paradigm of the tennis star’s relationship with luxury items. It used to be, Federer would align with luxury brands.  Now, normal brands come to him in order to be perceived luxurious.

Federer’s latest endorsement, which names him global brand ambassador for Lindt, signifies a strong, mutually beneficial deal. Swiss native Federer has the popularity to increase Lindt’s sales throughout the world and the acclaimed tennis player is able to connect his name with yet another powerful luxury brand. The fact that Lindt is Swiss and among the most elite in its industry make it the perfect fit for Federer’s endorsement profile.

Nike, and several other big name companies, has always been on board with Federer, but his marketability wasn’t what one would expect from such a great player. Since hiring IMG to represent him in 2005 the tennis champion has seen his visibility and marketing value substantially increase. In addition to Lindt, the 15 Grand Slam title winner is currently partnered with Rolex, Mercedes-Benz, and NetJets, along with Swiss coffee machine manufacturer, Jura. More and more companies, such as mid-level sports gear maker, Wilson, are starting to see that an endorsement from Federer is an ace for creating a luxurious product outlook.

From October 25-31

Sports: The USA TODAY/ESPN Coaches’ Poll names Kansas the preseason favorite. The Jayhawks received 27 first place votes out of 31 coaches.

Our Take: Tipoff for the start of the college basketball season is right around the corner.  Bill Self’s Kansas squad highlights a talented top-25 that will ensure excitement throughout the season. The NCAA enters its first season in six years without Myles Brand, paying homage to the late president by having its board of directors endorse a series of rules that will clean up recruiting. 

Entertainment: Michael Jackson’s special documentary “This Is It” debuted to an opening day gross of $7.4 million in the U.S. The film, which has been met with solid reviews, achieved more success overseas amassing a total $12.7 million on opening day. The film earned $32.5 million over the first five days domestically and $68.5 million overseas.

Our Take: The late Jackson’s international appeal is very apparent by the film’s early success. It is earning solid numbers during it showing time in America, as well, despite the U.S.’s mixed appeal for the pop star over the years. The picture is tops in the box office, besting the next top weekend grossing movies, Paranormal Activity and Law Abiding Citizen, by $6.8 million and $15.8 million, respectively. Sony Pictures has not mentioned any plans on extending the two-week limited engagement, but if the strong output is able to maintain, it would make a lot of sense and cents for Sony to prolong the showing of the documentary.

Quote: “Shocking. Not as much shock that he did it as shock he lied about it and didn’t own up to it. He’s up there with Roger Clemens, as far as I’m concerned. He owned up to it (in the book), but it doesn’t help now.” –Martina Navratilova on Andre Agassi

Our Take: Navratilova’s parallel between Agassi and Clemens draws attention to the ease with which many athletes escape blame and accountability for their actions. Many times, as in the case with Agassi, an athlete claims they “unwittingly” took a substance. How can someone with so much to lose be that careless? Navratilova’s refreshing candor should encourage further commentary and admonition from other major players on the topics of lying and substance abuse. The lying that comes out in Agassi’s tell-all book, including the admission that his wild ‘90’s hairstyle was a wig, will make the one-time tennis idol less likable. However, sponsors will not likely pull away from Agassi as much of his current work is devoted to philanthropic efforts, which will lessen the blow to his image.

Oddity: The Washington Redskins have banned all fan signs at games. The NFL has backed the team on this matter. The league spokesman, Greg Aiello, called it “a team and stadium matter.” Redskins COO David Donovan explained that fan security and comfort warrant the restriction.

Our Take: Amid a dismal season, owner Daniel Snyder apparently does not fear the repercussions of taking the fun away from fans. When customers make visual statements criticizing management’s ability to place a competitive product on the field, Snyder responds by banning signs and hiring new personnel to call plays.  It’s not the best of times for ‘Skins fans.

Number: $35 million

Our Take: Mercedes-Benz USA has inked a $35 million deal with the U.S. Open Tennis Championships to be the event’s automotive sponsor for the next four years. The signature event complements the nature of the sponsorship deals Mercedes has with two of golf’s premier events—the PGA Championships and the Masters. The visibility of the luxury car brand during the two-week tournament is substantial, allowing Mercedes a great opportunity to promote new products to the affluent demographic that attends the Open. This sponsorship package looks likely to provide a good return on investment for the auto-maker.

When big players like Gucci and Proctor & Gamble jump on the same marketing boat and throw up a pop-up shop, it warrants a closer look.  Pop-Up shops appear overnight in trendy venues and operate under the magnetism of urgency, exclusivity, and novelty to draw in curious consumers before killing the lights, closing the shutters, and locking the door.  They are, for the most part, purely a branding and marketing play with little to no focus on revenue.  Pop-Up stores open long enough to launch a new product, meet some explosive, immediate brand exposure goals, or to get a read on the latest consumer attitude. 

Target’s 2007 pop-up showcase of the high-fashion, low cost Proenza Schouler line in New York City lasted 96 hours.  Gap took a more mobile approach with their ‘60s style promotion and filled up a bus full of beachwear that made short stops at the beaches of New York and Los Angeles. 

Pop-Up Done Right

Pop-Ups are quick, visible, and cheap.  They can operate for less than the cost of advertising on television.  With good PR, a $200,000 week-long pop-up investment can generate plenty of media attention.  The U.S. Potato Board, with spokesman Mr. Potato Head, did just that with their New York City-based Thanksgiving week store promoting the nutritional value of potatoes. 

“We were featured in The New York Times, in the network morning shows, and in many places,” reported Amy Kull of communications firm Fleishman-Hillard. “We could never have bought that much media within that budget.”

Near Success

Gucci fell short of achieving a chic and trendy image boost from a sneaker pop-up, showcasing DJ Mark Ronson’s branded footwear line, in New York City last weekend. While stars like Claire Danes and Mary J Blige were much in evidence, public confusion on the opening time left potential real Gucci consumers out in the cold.  Reports that Gucci staff outnumbered customers the first few days highlight a major promotional blunder for a concept which measures success—like movie studios—on opening weekend attendance.   

Repulsive or Genius? 

A more alarming tale of pop-up culture is toilet paper manufacturer Charmin’s take on the marketing tool.  ‘Charmin Ambassadors’ are being sought to work pop-up bathrooms in Times Square for the next five weeks . . . and blog about the experience.  Ambassadors will be “maintaining their own blogs and content on Charmin-branded Web sites and popular social media sites, and sharing family-friendly video from the restroom space and surrounding areas,” states the Business Courier of Cincinnati. 

The upcoming “Enjoy the Go” campaign is testament to the success Charmin feel they gained from their 2008 “Plush Potties for the People” coast-to-coast traveling pop-up store.  But how effective is novelty as a marketing tool when it borders on repulsive?

Pop-up retail is ultimately a branding play, providing a great platform for creative marketing with minimal risk.  Gucci’s snafu and Charmin’s lack of taste in their pop-up enterprises will not hurt their product lines or negatively impact revenue, but a little brand equity might have just gone down the tubes.