So here I am surfing on ESPN and lo and behold I see NFL Draft coverage sponsored by Coors Light.  Great beer.  Tastes great, less filling, all that stuff.

But having worked with all of the brewers on crafting online marketing campaigns… I wonder: how come Coors is advertising around Draft content.  You say Draft, I think students.  Sure, sometimes that means over 21 and all… but marketers have to tread very carefully around any college and athletic oriented opportunity.  I click through to see how ESPN weaves through this rather dicey predicament in the actual Draft section and see:

Like magic… Coors is promoted in the banners leading you to the section, but once in the Draft Central… it’s Reebok, baby.

No Coors.  Nowhere.

That’s brilliant and respects the rules of alcohol advertising online.  So by now I am already impressed… I go back to get the URL and accidentally click through again and what do I see?

Sorry if I’m now making typos, but I am typing this on my knees, bowing down to the ESPN’s sales machine: they not only manage to create an opportunity around Draft Day for Coors… but they also get Reebok inside AND get a second advertiser Hummer.

This is impressive.  As a pretty creative sales guy myself who always tried to maximize the opportunity for the publisher and the advertisers, this is gold Jerry, gold.

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