Bookmark and Share

Season 4: "Opportunism"

Airs on Radio One:
Saturday 29 May, 2010 10am
Monday 31 May, 2010 11:30am

Terry O'Reilly is fond of noting, "there's an opportunity hiding in everything." This week he explores the way advertisers seize opportunities. He'll explain why Nike chose to launch its latest Tiger Woods ad just as the golfer was drawing worldwide headlines during his return to the Masters; how a car brand turned a viral video into a marketing opportunity, and even how NASA manages to sneak a little brand building into the launching of its rockets.

Listen to this episode as streaming audio (runs 27:30)

In this episode you hear how the viral video campaign by Blendtec founder Tom Dickson found some highly topical fodder for his blender. He's known for blending stuff. Golf balls. Lightbulbs. A German-English dictionary. All to dramatically - and humorously - demonstrate the power of his blenders. Check out what he blended in this recent ad and the incredible reaction.

They got such intense reactions to this ad, that they launched the "Will It Blend? - Free iPad Giveaway." They are giving away either an iPad, or it's "ashes," to appeal to both the lovers and the haters of the iPad that they heard from.

Also on this week's episode, Terry's take on how Tiger Woods- and Nike- returned to public view after Mr. Wood's storied personal misadventures. Judging by your response to the piece Terry wrote for the Ottawa Citizen about it, and on our Age of Persuasion Facebook page, it's clear that a great many people are interested to hear that!

What do you think about opportunistic advertising like this?