Marketing

Experimental Marketing: Blake Griffin, Chris Paul and the Jordan Brand Join Adult Swim

by bryangraham
Nov 2, 2014; Los Angeles, CA, USA; Los Angeles Clippers forward Blake Griffin (left) talks with Los Angeles Clippers guard Chris Paul (right) prior to the game against the Sacramento Kings at Staples Center. Mandatory Credit: Kelvin Kuo-USA TODAY Sports

The prominent duo and popular pitchmen of Chris Paul and Blake Griffin recently joined the sketch comedy world with their latest venture BGCP3TV in HD on Cartoon Network’s Adult Swim programming block. Writer Neal Brennan – most famously known for his work on Chappelle’s Show – is the mind behind the live action comedy short that features the Clippers’ tandem in Jordan Brand’s new experimental marketing effort.

Griffin and Paul are increasingly more prevalent in NBA broadcasts due to their commercials with Subway, GameFly, State Farm, Kia and Foot Locker. It is practically impossible to watch an NBA game without seeing at least one commercial from one of these two. The duo collectively earns approximately $10 Million for their deals with Nike/Jordan Brand alone. Griffin and Paul have relatively high awareness and Q ratings, two key endorsement metrics. According to Q Scores, a company that develops the Q Score likability statistics for potential companies interested in obtaining an endorser, both players have levels of awareness and likability which are higher than both athletes and non-athlete endorsers.

https://www.youtube.com/watch?v=S4Pz8ErgM70

Jordan Brand is no stranger to unique marketing tactics as the brand has developed new ways to reach their core consumer through their innovative “Flight Truck” and Take Flight Challenge, which both allowed consumers to use the product while providing an unforgettable customer experience. The event features pickup games, tournaments, music, food and drink – which is clearly above and beyond a 30 second commercial most brands pay for as it attempts to take the brand’s product to its customers.

BGCP3TV in HD appears to be an attempt at that idea – as well as capitalizing on a major demographic in doing so. Since 2010, Adult Swim has been the king of the 18-49 age male in total day ratings; more importantly, it’s the king of 18-49 aged males who stay tuned in for commercials. According to Nielson, approximately 98% of viewers are retained during commercial breaks.

While the pressure is mounting on Griffin, Paul, and the Clips to perform in the playoffs, the two are crushing it off the court. That at least makes them the most marketable Point Guard/Power Forward tandem in league history. I’m sure the haters disagree, but that has to count for something.