Does Marketing Get Much Niftier Than This?

Muscling in on the most feel-good story of 2010, the sunglasses firm kitted each miner out with a pair of their sunglasses.

Having spent over two months underground each miner of course was going to need protectection for his eyes at the surface. Step in Oakley, who donated 35 pairs of their Radar glasses complete with Black Iridium lenses; especially for the miners. Reportedly with a retail price of 180 US dollars per pair, the shades provided them with crucial protection from ultraviolet light. And provided a very valuable branding opportunity for Oakley, these glasses each displayed the famous Oakley "O", on the side.

Oakley acted quickly, and in doing so secured what could be described as the marketing deal of the decade. One sponsorship evaluation company calculated that Oakley received 41 million US dollars in equivalent advertising time when taking into account the live coverage, the recaps and a rough estimate of the audience watching around the world. Broken down by country, Oakley were getting the most exposure in China (11.7 million US dollars), 6.4 million US dollars in the United States, 898,000 US dollars in the United Kingdom and 703,000 US dollars in Chile.

Not only was Oakley's gesture seen as a noble and positive one (even though the news of its eyewear donation was leaked to the media a few days before the actual rescue), but from a marketing and PR point of view it was also spot-on as this break-down demonstrates:

Story: The feel-good story of the year.
Timing: When we see a new miner stepping out of the Fenix capsule, the first thing we spot are the sunglasses.
Circumstances: Miners have to wear (any) sunglasses for their own protection.
Audience: Millions of people around the world.
Execution: No adverts, just the product and logo.

Oakley themselves apparently said that they were approached by a Chilean journalist who was covering the rescue efforts and had recommended them to the Chilean private health insurer(ACHS).

Either way they managed to get in on one of the most widely-celebrated rescues of our time.

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About the Author:
Gemma Carey of Bluewood Training - Media Training and Presentation Training experts. Communicators from Journalism and Public Relations backgrounds (UK and International), working with our clients to assist in media training or presentation training

Article Originally Published On: http://www.articlesnatch.com

Tags: Oakley , Glasses , chilean miners , marketing , brand awareness , PR , Obama

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