Tuesday, January 16, 2007

Rory as viral marketing?

I enjoy reading Tom Benjamin's hockey blog as much as any in the blogosphere, but his assertion that the 'Vote for Rory' campaign might have been cooked up by the NHL's marketing department is 'out there' — even for him.

It's an idea that's an interesting contrast from what Benjamin generally writes: In any other circumstance, the league's bumbling head office can't do anything right and is the subject of constant derision and ridicule. Yet, in the case of Rory, they triumphed by turning their run-of-the-mill fan balloting into an unprecedented marketing tour de force, one that put the otherwise lifeless all-star game on front pages across North America.



At 4:41 a.m., January 16, 2007, Anonymous Anonymous said...

He also claims to have spotted Elvis at the AM/PM.

At 8:28 a.m., January 16, 2007, Anonymous Anonymous said...

The idea started when someone on the Somethingawful.com forums posted that he had a crazy idea.

I assure you that Vote for Rory is not viral marketing.

At 9:19 a.m., January 16, 2007, Blogger gercohen said...

Vote for Rory was viral marketing at its best, but by fans, not by the NHL.

At 9:38 a.m., January 16, 2007, Anonymous Anonymous said...

1) The vote for Rory was NOT an NHL scheme. We can tell you quite assuredly that Mr. Bettman had NO idea who he was until he started to get too many votes
2) Then as we described on our blog( and alluded to on Mr. Benjamin's blog yesterday) Bettman put a stop to it. As it would have further embarrassed him. The Rory vote was an anti-Bettman vote clear and simple.

At 5:38 p.m., January 16, 2007, Anonymous Anonymous said...

To be fair, I think Tom in the end acknowledges that the NHL probably didn't come up with the idea. On the other hand, the marketing people of the NHL didn't have to come up with the idea; they just had to make the best use of it for marketing purposes, once fans started voting Rory and talking about it. I think that's exactly what happened, although the hockey media has a close tie with the online fan community and probably reports everything that's hot online, whether encouraged by the NHL marketing team or not.


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