Octagon First Call

Penning Away
Nancy O’Dell of Access Hollywood is offering pregnancy advice to expectant moms in a new book, Full of Life: Mom to Mom Tips I Wish Someone Had Told Me When I Was Pregnant, to be released in April 2009.  Actor Denis Leary released his book Why We Suck, to a mixed audience last month.  In it, Leary openly reveals his controversial opinions on anything from parenting and politics to sexuality and fast food.   Olympic record-holder Michael Phelps has signed a deal with Simon & Schuster to write a book entitled Built to Succeed.  The book will tell the story behind his historic eight gold medal swims and will be on shelves just in time for the holiday season.  The Hill’s Lauren Conrad has signed a deal with HarperCollins to write a three-book series of young adult fiction titled L.A. Candy, based on her experiences of becoming a reality star.  The series will debut in summer 2009.  With the help of Penguin Books, Mario Lopez is switching gears from fitness pro to children’s pro.  Lopez and his sister, Marissa, are co-writing Mud Taco, an illustrative work of fiction based on Mario’s own experiences as a child growing up in California.

Healthy Fare
As part of its Happy Meal film partnership with DreamWorks’ Madagascar: Escape 2 Africa, McDonald’s has launched a new “One Minute to Move It” children’s well-being effort.  The campaign will include appearances by Olympic gold medal-winning gymnast Shawn Johnson at McDonald’s locations across the nation, encouraging kids to use their minds, bodies and spirits.  Welch’s 100% Grape Juice has hired wacky food scientist and Food Network TV star Alton Brown to be its pitchman.  In the 15-second ad, Brown, who is known for making food science fun, explains how grapes pack a fruity punch to create healthy hearts, minds and immune systems.  Adding to his impressive list of endorsement deals with Kellogg’s, Visa, Speedo and Rosetta Stone, Michael Phelps signed a deal with sandwich chain Subway.  The deal has locked Phelps into an exclusive quick-service restaurant contract in which he will represent the brand across all marketing channels to promote Subway’s various menu options. 

‘Tis The Season
Starting this month, Rihanna will appear in Gucci’s first-ever United Nations Children’s Fund (UNICEF) holiday ads, dubbed the Tattoo Heart Collection.  You can catch a sneak peak of the e-documentary featuring Rihanna on the set of the shoot and at the Gucci Winter Ready-to-Wear show here . Singer Nick Lachey, actress Diane Farr, NFL star Curtis Conway and TV Host Laila Ali have teamed up with V8 and Feeding America for their “Make Every Serving Count” campaign, in an effort to provide vital vegetable nutrition to hungry Americans nationwide.  You too can contribute to the cause on http://www.v8juice.com/MakeEveryServingCount.aspx.  Vegan and farm animal advocate Emily Deschanel hosted the Farm Sanctuary’s Celebration FOR the Turkeys event in California last month.  Attendees had the opportunity to spend time with other compassionate people, enjoy delectable vegan versions of favorite holiday foods, listen to inspirational speakers and feed the rescued turkeys.  Actress Keri Russell is reminding homeowners to be safe during this holiday season by partnering with the independent safety test lab, Underwriters Laboratories.  She is increasing awareness and sharing key safety tips during the holidays through online videos and an appearance at Chicago’s 95^th Annual Christmas Tree Lighting Ceremony.

Recently, First Call has been called on to provide expert insight into the world of sports and entertainment. In AdAge, you can find First Call’s Managing Director’s (David Schwab) thoughts on the potential advantages of having Chicago host the 2016 Olympic Games.  As he says, time zones can have a large affect on audience metrics.  If Chicago wins the bid, expect increased audience excitement due to live coverage of events.

Schwab can also be found in the Sports Business Journal  commenting on the benefits of using Facebook as a communication and marketing tool in the industry. He and other industry professionals share what they have learned from using the popular social networking platform.

Finally, Schwab is featured in PR Week’s PR Toolbox. With the tough economic times, everyone is looking to get the most bang for their buck. Schwab gives tips and tricks to help companies ensure that they use celebrities effectively in campaigns.

The Country Music Awards (CMA’s) were televised last night and while the winners were pure country - George Strait, Sugarland, Rascal Flatts and Brad Paisley; the show stars we’re, let’s just say, “adopted” country. Take a look at Ken Barnes USA Today LIFE cover story today, of the nine photos selected, two were American Idol alums (Carrie Underwood and Kellie Pickler), one from Dancing with the Stars (Julianne Hough), two A-list actresses (Reese Witherspoon and Nicole Kidman) and even Hannah Montana (i.e., Miley Cyrus). I’ll grant you that Miley’s dad is Billy Ray and Nicole’s hubby is Keith Urban. It is just another indication of how Hollywood and music (and sports typically) have collided into one world.

Carrie Underwood wins female vocalist of the year.

And while we are talking country, singer-songwriter Jewel along with Mary Kay cosmetics and the Country Music Association, unveiled the second annual “A Kiss for Country” promotion on Tuesday morning at the Country Music Hall of Fame and Museum in Nashville. The charitable campaign helps raise money for the prevention and awareness of domestic violence around the country. More than 60 artists, including Jewel, Reba McEntire, George Strait and LeAnn Rimes, kissed, signed and wrote inspirational messages on special Mary Kay prints that are now available for auction.

Also, Barbara Walters named today six of her top ten most fascinating people of 2008 for her TV special and two of them were Olympics 14-time gold medalist Michael Phelps and Sarah Palin-twin Tina Fey. The last four months have been very good for both of these stars.

14-time Olympic Gold Medalist (and 8x winner in Beijing) Michael Phelps appeared just moments ago on ABC’s The View promoting his partnership with the language company, Rosetta Stone. We found a few things compelling about the interview.

First of all, how Phelps and his team have been able to selectively agree to national media opportunities (and spread them out) so that each of his sponsors are able to activate their partnerships and number two (and more importantly), how willing Whoopi was to talk about Rosetta Stone.

Publicists are always looking for national shows in which corporate plugs are OK. And this one, was a real win for Rosetta Stone and their PR agency. Whoopi held up the product, asked Michael about it and then held it up again at the end of the interview. Barbara Walters then announced that everyone in the audience was receiving a few Rosetta Stone set of CD’s too (and they showed the product again).

It’s tough enough to organically get a product plug in, so when you can do it and have it shown on TV three different times during the interview, let’s just say, it’s pretty special.

Well done Rosetta Stone publicists.

Below is the second half of this month’s Talent Email. Be sure to also check out our feature in PR Week.

Dancing in September
Reality television’s reigning dance queen and rising country singer Julianne Hough is partnering with Wrigley, one of the world’s leading makers of chewing gum. Hough joins R&B music sensations Chris Brown and Ne-Yo to deliver their fresh new takes on Wrigley’s Doublemint, Juicy Fruit and Big Red commercial jingles. Hough’s DWTS partner, comedic radio personality Adam Corolla, is trading in his dancing shoes for tacos and burritos. Corolla is teaming up with Taco Bell to promote their all-new Big Bell Box Meal, which is said to satisfy all hunger needs at a low price. Taco Bell is also continuing its music promotion program called “Feed the Beat,” where the chain rewards successful indie rock bands such as Myriad with meals after their late night concerts.  All My Children actress and upcoming DWTS competitor Susan Lucci is starring in an infomercial for Malibu Pilates, a Pilates machine made by Gunthy Renker.  

Blue Jean Baby
William Rast, a denim brand created by Justin Timberlake and business partner Trace Ayala, is using scripted trailers as a unique way to promote the brand, starring none other than Timberlake himself.  The video can be found on http://www.williamrast.com/williamrast/index.html.  Olympic gold medal winner Nastia Liukin is starring in a series of print ads for Vanilla Star’s “Smart Girls Rock” campaign.  The ads for the jean brand will appear in national magazines, buses, kiosks and billboards in NYC and Los Angeles.  Levi’s has enlisted a list of celebs to promote their “Unbuttoned” campaign, including next-generation artists Estelle, Nikka Costa  and Wale.  Each artist has their own subsite, where users can download free content.  BMX rider Jamie Bestwick and celebrity blogger Perez Hilton are also participating in the promotion.  Levi’s will continue to unbutton new artists over the next year.  

Model Behavior
Clothier Hurley International has chosen model Bar Refaeli to star in an advertising campaign for their Young Contemporary collection.  She will be modeling next spring’s lineup of sporting bikinis, sheer T’s and denim shorts.  Yaya DaCosta, runner-up in Season 3 of America’s Next Top Model, is featured in a television commercial table dancing her way into a pair of high heels lined with Dr. Scholl’s massaging gel insoles.  No stranger to the beauty industry, model Gisele Bundchen will be the next spokesperson for Max Factor cosmetics, just in time to celebrate its 100th birthday.  Former model turned actress Brooke Shields has teamed up with VW in advertisements for the upcoming Routan minivan, the “only minivan in America with German engineering.”

If you would like to be added to our Talent Email distribution list please email caitlin.krembs@octagon.com.

I feel like we have been writing on Michael Phelps and the Olympics for a month but yesterday’s “surprise” announcement is a perfect way to conclude our coverage of the Olympics. The Olympian icon appeared on NBC’s Today Show where Speedo presented him his $1,000,000 bonus check for winning eight gold medals (actually the bonus was for winning seven).

He, in turn, announced that the money was being used to create the Michael Phelps Foundation, a Non-Profit Corporation organized pursuant to the District of Columbia Non-Profit Corporation Act. The Foundation’s purpose is to operate exclusively for charitable educational, and scientific purposes; and to promote healthy, active lives, especially for children, primarily by expanding opportunities for participation in the sport of swimming, both nationally and internationally.

A very classy way to end the Olympics! (PS–Check out his Facebook page — more than 1.5mm fans — incredible!!)

Now back to writing about Hollywood, music, chefs, designers, other athletes and more.

Stay tuned.

The popular TV show Dancing with the Stars just released the newest roster of ‘stars’ for their seventh season. Coming off an Olympic gold medal in beach volleyball, Misty May-Treanor will appear on the show’s cast. Other athletes include retired NFL defensive tackle Warren Sapp (who just announced his retirement) and 2000 Olympic gold medalist sprinter Maurice Greene.

Singers Lance Bass and Toni Braxton as well as actors Susan Lucci, Ted McGinley, Cody Linley and Cloris Leachman will also compete on the show. Chef Rocco DiSpirito, reality show star Kim Kardashian, comedian Jeffrey Ross and model Brooke Burke will round out the list of competitors. The 13 stars and teammates comprise the largest contingent of contestants on the show.

In the past, DWTS has successfully reinvigorated contestants’ careers. Mario Lopez, Emmitt Smith and Drew Lachey saw marked increases in their marketability since their time on the show. Reaching over 20 million viewers two times a week, the show inevitably brings the cast into the media spotlight. However, the question of which star will be able to break out from the rest to re-launch their career remains to be seen. Who do you think will become this season’s fan favorites? Given the close proximity to the Olympics, Misty May-Treanor is a likely candidate. And, Rocco DiSpirito has the potential expand his appeal outside of the kitchen.

As the 2008 Olympic Games come to a close, Americans will walk away with many fond memories. From the Opening to the Closing Ceremonies, the Beijing Games provided excitement, entertainment and unthinkable accomplishments. Sponsors and non-sponsors alike capitalized on the many remarkable and unforgettable feats to capture the attention of millions of fans— through several ads seen throughout USA Today.

Vitamin Water (which Coca Cola purchased in 2007) ran a full page ad congratulating Kobe, LeBron, Dwight, Deron and Chris on winning the gold medal in men’s basketball. The five members of the men’s Olympic basketball team were featured in a campfire inspired ad campaign for the brand. Vitamin Water also released several viral videos featuring the stars behind the scenes footage carefully zooming in on them sipping their product.

Not to be outdone, Nike also ran a full page ad for the U.S. National Women’s Soccer Team. The ad draws on the excitement and sheer exuberance of the team immediately following the overtime victory for the gold medal. The ad connects Nike with the selflessness and teamwork that the team illustrated.

Of course, a number of ads and articles ran congratulating the Olympic icon Michael Phelps on his record-breaking eight gold medals. Hilton, a sponsor of Phelps, USA Swimming and the U.S. Olympic Team, congratulates Phelps on achieving his dreams and encourages others to pursue theirs at hilton.com. The creative full page ad run by ESPN shrewdly alluded to Phelps without mentioning his name or any Olympic imagery (because of Rule 45). The underwater photo and clever language clearly implies Phelps’s achievements without directly stating his name. There’s also a blurb about Phelps’s Sports Illustrated cover-turned-poster. Recognizing the commercial potential of the historic cover image, a poster of the clean SI cover of Phelps is being sold at FineArtLimited.com. Even the superstar’s mom, Debbie, has received continued coverage with her shoot for a Johnson’s baby commercial and interviews including Good Morning America.

While the 2008 Olympics are technically over, some of the most memorable moments and heroes of the Games will continue to leave lasting impressions in the minds of Americans. Smart brands will creatively use these people to take advantage of the feel good memories that they evoke.

Can’t make it to Beijing? No worries. Olympic sponsors are bringing the Games to you. The Games of the XXIX Olympiad are the most highly anticipated games since Atlanta ’96 and sponsors are marketing accordingly. Almost every Olympic sponsor is marketing in the digital space, developing both online and mobile content. Some companies like Speedo are dedicating nearly all of their marketing budgets to online programs. Others like Lenovo and McDonald’s have created global online programs like an international essay contest and an online scavenger hunt.

As we here at Octagon First Call continue to expand our own digital capabilities and services we think it makes perfect sense that sponsors are creating online and mobile marketing programs. With the Olympics taking place in China most consumers aren’t at home watching from the couch when major events are taking place. Instead they’re following Michael Phelps at the office, in meetings, and on the go. Internet and mobile technology allow consumers to access Olympic content when and where they want. Smart marketers will realize this and take advantage of this opportunity. Let’s see if any of the Olympic sponsors are savvy enough to engage and integrate an internet celebrity with valuable assets (like a loyal fan base) into their online and mobile marketing. If an Olympic sponsor can create something like this for their campaign then we’ll be impressed. If anyone does we’ll be the first to let you know.

By: Zola Short

Well, this is going to be an Olympics week for sure. Reading USA Today this morning, I saw the full page ad by Johnson & Johnson using USA Basketball and Duke University Head Coach Mike Krzyzewski. A few people have asked why there are not more ads running during the Games since Phelps has been in so many during the lead up (as well as others).

It’s called Rule 45. It states, “Except as permitted by the IOC Executive Board, no competitor who participates in the Olympic Games may allow his person, name, picture or sports performance to be used for advertising purposes during the Olympic Games.” This rule applies to all advertising involving the athlete, whether it is directly related to the Olympic Games or not. The net effect of this rule is that all of the athlete’s commercial endorsement activity, whether it is related to the Olympic Games or not, must cease during the two weeks of the Games, unless otherwise approved by the USOC.

For example, if you are currently appearing in/on a TV commercial, product packaging, print ad or electronic media or are scheduled to be in an advertisement in a monthly publication during the month of the Olympics, it is your responsibility to notify your sponsors of this restriction and ensure that they abide by the IOC’s rule; otherwise, your eligibility to participate in the Games could be at risk. Advertising with Olympic Sponsors: The IOC and USOC have agreed to allow specific, limited advertising to continue during the Games, provided that the promotion in question is not related to the athlete’s performance at the Olympic Games. This only applies to Olympic Sponsors. All requests for Rule 45 waivers must be submitted through the normal Marks Approval process. If the USOC approves your official Marks Approval submission (or that submitted by the Sponsor), it means that the USOC and the IOC have granted a Rule 45 waiver.

Advertising with Non-Olympic Sponsors: The USOC will grant a waiver of Rule 45 to non-Olympic sponsors only in exceptional circumstances. In such instances, the advertisement may not relate to the athlete’s performance at the Olympic Games.

It is also why you will see a ton of ads run immediately following the Games. Hope that helps clarify things.

Go USA. And props to Michael Phelps as he is two for two on gold medals and world records. His icon stature is sure to continue to grow throughout the Games as he goes for eight.