Controlling the Uncontrollable: Why Olympic Rule 40 Must Go

A lot has been written about the role social media is playing at the Olympics. And for good reason: from athletes in London to all of us at home, this will be the most participatory games ever – thanks to the never ending 24-7 cycle of social commentary.

Unlike any other games though, Twitter has given all of us an immediate, in-the-moment channel to share news and views instantaneously worldwide. So it’s no wonder someone is trying to control it quickly.

Enter the International Olympic Committee Rule 40: an official gag order on Olympic tweeting. The rule bans athletes from mentioning sponsors on Facebook, Twitter or any other other social media, and seeks to limit them from using their name or likeness for any advertising purposes. The rule went into effect July 18 and doesn’t expire until August 15. For anyone breaking it, the penalties can be severe: financial, removal of accreditation and even the possibility of disqualification.

A social media blunder ending your games? Surely, not?

But tweets from both Michael Morganella and Voula Papachristo removed them from their respective Olympic squads early in the competition. And the women’s US soccer goalie Hope Solo netted a big reaction for her twitter rant against her own team. The unforgiving title of the ESPN article is Hope Solo Shows A Lack Of Leadership. (www.adage.com)

Bank of America Brings Discounts to Bank Statements

Bank of America is kicking off a new program called BankAmeriDeals, touting “cash back deals you choose, put right on your card.” A Bank of America video promoting the program highlights marketers including Sports Authority, Trader Joe’s, Verizon and 7-Eleven.

The push works like this: when consumers sign in to their online-banking accounts, they’ll see promotions linked to transactions. Underneath a transaction for a restaurant, there could be an offer from that eatery for $10 cash back when $20 is spent. Or, underneath a purchase at an apparel chain, a rival could offer 15% cash back for shopping at its stores or website.

The completion of the Bank of America rollout is a big leap for two-year-old Cardlytics, the transaction-driven marketing platform company working with it on the promotion. Cardlytics, which just two years ago boasted its ability to reach nearly half a million consumers, will expand its reach to more than 200 million consumers responsible for $500 billion in spending thanks, in part, to the addition of Bank of America.

In addition to Bank of America, Regents Bank and PNC have embraced Cardlytics’ platform, promoting it as a rewards program for customers. In total, 300 banks have signed on. (www.adage.com)

CLIF Bar Renews Sponsorship Of Long Beach International City Bank Marathon

Race officials today announced that CLIF Bar has renewed its sponsorship of the Long Beach International City Bank Marathon for an additional three years. A relationship that dates back to 2007, CLIF Bar will support runners with race day sports nutrition, as well as with the CLIF Bar Pace Team. CLIF Bar and CLIF SHOT Energy Gel, both made with organic ingredients, will be the official energy bar and gel on-course. Southern California’s premier fall marathon event is held Oct. 5 to 7, 2012. For information, please visit www.runlongbeach.com.

Approximately 25,000 runners and cyclists are expected to participate in the full marathon, half marathon, 26.2 VW Bike Tour and Run Forrest Run 5K on Sunday, Oct. 7, 2012 along with 2,000 children taking part in The Aquarium of the Pacific Kids One-Mile Fun Run on Saturday, Oct. 6. An estimated 50,000 people attend the two-day Health and Fitness Expo while and additional 50,000 attend the Finish Line Festival. The event has raised and donated over $3.5 million to its official charities since 2005.

“Supporting athletes during outdoor adventure is at the core of CLIF Bar’s heritage,” said Brooke Donberg, field marketing manager at Clif Bar & Company. “We want to help runners achieve their goals both during training and on race day and we are pleased to partner with the Long Beach Marathon, one of the country’s premiere races, for another three years.”

Whether it is the athlete’s first or tenth event, running a marathon is challenging. To provide support, the CLIF Bar Pace Team helps groups of runners achieve specific finish time goals on race days. The Team’s Pace Leaders are veteran marathoners who also help runners train during the months leading up to the race. During the event, each CLIF Bar Pace Leader runs with a group and sets a steady pace, offers advice and encouragement, provides reminders about on-course nutrition and hydration, and aims to help the entire group cross the finish line within two minutes of its pre-race goal. (www.sponsorship.com)

J. Crew Wants to Reconnect With Its Base

J. CREW, the popular purveyor of clothing classics, is rolling out a broad new advertising campaign aimed at galvanizing its customers — some of whom call themselves “jcrewaholics” — and also making them smile.

The campaign ads use the line, “We know you are out there,” to appeal to its aficionados along with close-ups of fashion-forward artists, editors and others who, J. Crew says, wear its clothing not only in the ads but also in their daily lives.

“We are speaking to people who appreciate our style, quality and design, and the ads do so in a quirky and clever way,” said Diego Scotti, the company’s chief marketing officer.

One ad, for example, says, “You speak softly and carry a loud bag,” with a crouching young woman carrying a bright persimmon-colored purse and wearing a vividly patterned J. Crew silk blouse and capri pants. Another ad says, “You notice the lapel before the label,” and shows a young man lounging against a wall. He is clad in J. Crew’s ready-made Ludlow suit and wearing its navy suede Alden shoes (no socks). (www.nytimes.com)

Sorel Launches ‘Dirty’ Campaign

Premium boot brand Sorel is encouraging consumers to “Get your boots dirty” via a new multifaceted campaign.

The fall/winter 2012 brand campaign includes Web-based video, print and social media.

Print ads will run in ELLE, InStyle, Lucky, Interview, Nylon, Paper and Style.com Magazine throughout the fall and holiday season. Rich media extensions will appear on Style.com, NYT.com, WSJ.com, WMagazine.com, NYMag.com, Polyvore and FashionEtc, as well as in fashion newsletters on Rachel Zoe, WhoWhatWear, Refinery 29 and Daily Candy and blogs on Garance Doré, The Sartorialist and Street Peeper.

Creative features Leila Janah, founder and CEO of the non-profit Samasource, which creates jobs for people in countries where there is little opportunity. Janah is the first of many real women who will be featured in the campaign. (www.mediapost.com)

Scott Pitches Value With Incentive Program

The Scott brand of paper products has launched a new loyalty program called “Scott Shared Values” whose goal is both to shake up the category and win consumers over to the brand. The effort, targeting mothers ages 25 to 42, comprises TV and digital ads as well as social media elements.

The company is using a big national media buy for this effort — Scott’s largest ever, according to Michael Hurt, brand manager for the Kimberly-Clark unit. In addition to ads, there is also a revamped Web site, and point-of-purchase elements. Signup is at www.scotbrand.com, which has been revised to promote the program, which touts loyalty deals with Blockbuster, Hertz and others.

Scott brand manager Michael Hurt tells Marketing Daily that the “Scott Shared Values” campaign allows users to sign up on the Scott Web site for coupons and rewards such as Blockbuster rentals, and Hertz discounts — not to mention discounts on Scott products, the purchase of which is not required. “Scott has always been about value. We wanted to find ways to deliver value in even more ways. We created it as a way to provide access to deals and rewards both from Scott and other partners,” he says. You don’t have to buy Scott to get rewards, but shoppers will get an incentive to do so.”

Members are rewarded with a $0.75 sign-up coupon and the ability to increase to $1.25 by sharing with three friends. At retail, the company is touting the program with at-shelf banners, display shelves and packaging in stores nationwide, plus monthly FSI drops (in English and Spanish) promoting Scott products and the program. (www.mediapost.com)

MassMutual’s Facebook Effort Benefits Easter Seals

Massachusetts Mutual Life Insurance Co. has launched a campaign on Facebook to benefit Easter Seals.

For every “like” to the video generated on the Facebook application, MassMutual will donate $5 (with a total of up to $25,000) to the Easter Seals’ Make the First Five Count program, which promotes awareness and facilitates early identification of disabilities and development delays.

Additionally, the tab will link to helpful resources from MassMutual and Easter Seals for families with members with special needs.

The Facebook campaign aims to drive awareness of challenges facing families with children with special needs. A video on the Facebook tab shares a glimpse into the day of a mother and son.

Five million children under the age of five are at risk for a disability, developmental delay or autism, but last year only 20% of them received the critical early intervention services they need to reach their full potential, according to the company. (www.mediapost.com)