USA Water Polo teams with media agency Kinetic
8 August, 2008
Team USA gains exposure through outdoor, place based digital and mobile marketing advertising campaign.
Kinetic, the world’s leading agency at reaching people on the move, has worked closely with the USA Water Polo Association to launch an extensive national advertising campaign that will raise awareness of one of the most exciting Olympic team sports that in the US is still true to its amateur roots.
The month-long campaign, capitalizing on nationwide anticipation for the 2008 Beijing Games, aims to generate interest in this competitive and grueling teambased sport. Advertisements will feature headlines such as ‘"The Most Intense Sport in Beijing and You Only See Half of it" and "The Benefit of Getting Wounded in a Pool is That Chlorine is a Disinfectant.
Kinetic conceived of and executed the effort in less than four weeks, fielding its full complement of specialist services to develop the communication strategy, place and negotiate media, and manage printing and production. The lifestyle and environmental marketing specialist collaborated with over 17 media partners in order to realize nearly $2MM in pro-bono advertising value that will generate hundreds of millions of impressions. Despite relatively low levels of domestic awareness, Team USA is very competitive at the international level. The women’s team is currently ranked #1 in the world and the men’s team recently beat number-one ranked Croatia to become the team that nobody wants to play.
US Men’s Coach, four-time Olympian and two time silver medalist, Dr. Terry Schroeder commented that "water polo is one of the most physically demanding and exciting sports. It also ranks as the oldest Olympic team sport but doesn't get the recognition it deserves in the US. We are grateful for Kinetic’s support and what they have accomplished to help raise awareness of both the sport and the two great teams representing the US in Beijing".
Kinetic’s campaign, incorporates a multitude of elements. It is estimated to be the largest ever media campaign to support an amateur sport and will reach millions through placements on roadway bulletins, in subways, on phone kiosks, on taxis, and in malls. Ads will run on high-profile digital Jumbotrons throughout Manhattan and on the Sunset Strip in Los Angeles.
A Division of Kinetic Worldwide Destination Media Group, Kinetic’s group of non-traditional media experts, secured time on thousands of digital screen networks in coffee shops, elevators, on campuses, in health clubs, bars, and at many other highly-trafficked venues.
Aviator, Kinetic’s aviation and in-flight media unit, secured signage within airports. All printing and digital production was handled by Hi Resolution, Kinetic’s in-house expert.
Kinetic Mobile’s team engineered a mobile phone text message campaign and placed mobile banner ads on numerous mobile websites which will generate over 6 million impressions, both of which will draw web traffic to a custom-designed mobile website http://usawaterpolo.mobi, a first for the USA Water Polo Association.
Steve Ridley, CEO of Kinetic Americas, noted that "Our commitment to reaching and connecting with people outside the home was perfect for the Water Polo message. Rather than the star-saturated coverage of television, we connected the excitement of these true amateur Olympians with the man and women on the street. Our ability to have our entire stable of specialist services handle all aspects from creative development to production in order to support the USA Water Polo Teams in under four weeks is unprecedented."
Kinetic worked with media owners that included AccuWeather, Captivate Media, CBS Outdoor, Clear Channel Airports, Clear Channel Outdoor, Clear Channel Spectacolor, Ecast, 4INFO, Gold Mobile, HCPN Digital Network, Lamar Outdoor Advertising, Mesmerize Marketing, mSnap, MTV 44½ , Myxer, NPA, Ripple TV, Van Wagner Outdoor, and Zoom Media. Daniel Giachetti and John Clement, creative directors of independent agency DanSlashJohn collaborated with Kinetic to develop the advertisements.