Hello from our Matchup Monday lab. This week, the opendorse team analyzed the marketing production of this week’s Monday Night Football marketing stars – LeSean McCoy and Tom Brady.
Will The Real Shady Please Stand Up
LeSean “Shady” McCoy has struggled during his first season in Buffalo, but that hasn’t stopped his success off the field. With earnings of roughly $850,000 from endorsements this year, McCoy trails only Marshawn Lynch among running backs in the NFL. Shady currently holds deals with Nike, ESPN, EA Sports and FanDuel, to name a few.
Earlier this fall, McCoy was one of the many showcased athletes in Nike’s Snow Day commercial, featuring a backyard football duel between Team Gronk and Team Suh. McCoy may have joined Team Gronk, but he will probably be grounded after breaking down his mother’s front door.
Last fall, McCoy made the announcement that he had been using performance enhancers. In a courageous and powerful press conference, McCoy stood up and admitted that he had been using performance enhancing dryer sheets. As part of a Bounce for Men campaign, Shady took to Twitter to display his outrageous gains a week prior to coming clean:
This video was re-Vined over 12 thousand times and retweeted for another 1,200. While the video itself gained impressive exposure, there is no mention of “Bounce for Men” anywhere in the clip, an interesting decision by the brand. The gamble appeared to pay off, as the announcement explaining the campaign, posted on McCoy’s twitter page, received nearly 1,000 retweets and 700,000 views on YouTube.
Shady likes to have fun when he gets into the end zone, so in 2012, Ubisoft decided to capitalize on his celebrations. Ubisoft was releasing a new video game, Hip Hop Dance Experience, and wanted to create a new way to promote it. That is where McCoy came in. In theme with their latest product, the company created a unique touchdown dance for McCoy to use every time he crossed the goal line. In return for his dazzling moves, each time McCoy took it to the house, Ubisoft and Hip Hop Dance Experience would make a donation to the LeSean McCoy Foundation.
With the 199th pick, the New England Patriots select…
2015 has been a banner season for the four-time Super Bowl champ. After the craziness of “Deflategate,” where he faced a four-game suspension for POSSIBLY knowing that certain footballs MAY have been tampered with, Brady won his appeal and the suspension was lifted. Off the field, Brady took the Ronda Rousey route and made appearances on the big screen in Ted 2 and the Entourage movie. As he added movie star to his resume, Brady was also able to add a new endorsement. Last month it was announced that the Patriot QB had left Movado, a luxury watch brand he had endorsed for over seven years, for the Swiss watch manufacturer, Tag Heuer. Jean-Claude Biver could not have been happier about the addition of Tom Brady to the Tag Heuer family:
Tom embodies the principals of perseverance, strength, and illustrates an unwavering commitment to excellence in the face of pressure. He personifies the #Don’tCrackUnderPressure mindset.”
Tom Brady: A True Underdog Story
Under Armour has prided itself in finding athletes who have a similar journey as their own – the underdog and the unknown. Athletes like Steph Curry, Jordan Spieth and Tom Brady have fit the bill exceptionally well. Today, Tom Brady is neither an underdog or unknown, he is the polar opposite, but that wasn’t the case early in his career.
As a freshman at the University of Michigan, Brady sat as low as no. 7 on the depth chart before moving up and eventually becoming a starter, while sharing time in the pocket with fellow quarterback, Drew Henson. Since Brady did not play every down, his stat lines were unimpressive and scouts overlooked him coming out of college. Slipping all the way to the sixth round, the Patriots selected Brady with the 199th pick in the NFL Draft. Again, Brady was the underdog. After starting the season at no. 4 on the depth chart, Brady would end the season as the primary backup. The following season, due to injuries to Drew Bledsoe, Brady saw increased playing time and won 11 of the 14 games he started. Brady was named the starter the next season and he never looked back — becoming the quarterback we now know to be one of the best that the game has ever seen.
Tom Brady + Under Armour = The Perfect Fit. What’s scarier to a defense than Tom Brady in the pocket? How about hundreds of Tom Bradys? See the phenomenon in Under Armour’s latest campaign, Rule Yourself.
Brady Chooses David Over Goliath
Athletes take different paths on how they select the brands in which they work with. Some accept deals that gain them the most money and exposure, while others are selective and only team up with companies who fit their personal brand like a glove. Tom Brady is the latter. Everyone knows the major daily fantasy companies FanDuel and DraftKings, but have you heard of DailyMVP? Probably not, but that doesn’t bother Mr. Brady. What mattered to Tom Brady was what the company stood for and the type of fans it attracted.
Tired of the ultra-competitive leagues of FanDuel and DraftKings, Brady found it refreshing that DailyMVP was designed for the casual fan who wanted to relax and have fun. If Tom Brady wanted more money, or wanted more exposure, he likely could have partnered with one of the DSF giants, but it was more important to Brady that the company meet his standards — and DailyMVP did just that.