Dick’s Sporting Goods released a crowd-sourced campaign based around an online video called #LongLiveSport.
The spot, which was released across the sports retailer’s social media channels on 29 March, seeks to celebrate – through consumer-created example clips – how many across the world are still enjoying sport at home.
The objective is to encourage people everywhere to socially share how they are playing at home
The initiative was created in harness with creative agency 160over90 (an Endeavor company).
It was based on the insight that with many Americans sheltering in place due to the coronavirus pandemic, exercise options are limited and many people are therefore looking for ways to remain active, get the blood pumping and stay healthy whilst at home.
Comment:
There are similarities in this creative approach and campaign objective to other brand marketing during the coronavirus crisis – such as Buffalo Wild Wings recent ‘Sports Live On’ (see case study).
The campaign follows the corporate decision a few days earlier 25 which saw senior executives at Dick’s Sporting Goods take pay cuts as the company seeks to weather the Covid-19 pandemic with all stores closed and store employees currently still receiving full pay and benefits.
Starting on 29 March, it was announced that Chairman and CEO Ed Stack and President Lauren Hobart will receive no salary, while EVP and CFO Lee J Belitsky will take a 50% salary cut.
In 2019, Stack’s base salary was $1.1m, Hobart’s $775,000 and Belitsky’s $686,200 (according to the company’s most recent proxy statement).
The base salaries of all other members of the company’s senior management team were temporarily reduced by graduated amounts.
Links:
Dick’s Sporting Goods
http://www.dickssportinggoods.com/
https://www.youtube.com/user/DicksSportingGoods
https://www.instagram.com/dickssportinggoods/
https://www.facebook.com/dickssportinggoods
160over90 (an Endeavor company)
Leave a comment
You must be logged in to post a comment.