Winners and Losers of Preakness

5 comments

May 19, 8:56 PM

by Chris Catalano, Baltimore Ad Examiner

 

 

UPS: Big fan of Big Brown

Well, Preakness has come and gone. And it seemed like there was some type of advertising or promotional giveaway for every one of the 100 something thousand people there. Now for the winners and losers.

Winners:

Thank you 98 Rock. Your free radios with 98 Rock stickers were just as useful to people as something to smash as they were to listen to.

Thank you Skoal. Your Skoal Zone tent was an easy means of navigation and a great place to meet up with people.

UPS: What can Big Brown do for you? Talk about customer appreciation. Big Brown's minority owner named the horse after UPS, his top client. The result. A marketing and advertising goldmine.

The Guy in the Steroids shirt: The word Steroids was written in the Baltimore Orioles font.  All that was missing was a Palmiero jersey for Team Viagra.

The Guy in the John Stamos shirt/John Stamos: Yes, some guy had a t-shirt on with a glamour shot of Uncle Jesse. I'm sure a few more people watched Full House in syndication after seeing that slick hair.

Losers:

The Baltimore Sun: I got some color, but The Sun wasn't even out.

Dos Equis: Spent a pretty penny to sponsor the infield, yet nothin' but Natty Lights and Keystones in there yesterday.

The Guy Who Traded His Preakness Ticket for a Case of Beer: Well, I'd say his friend who was running late was probably the bigger loser.

Those dudes in the Speedos and 1970's Afro wigs: Nothing funny about them. Seriously, it wasn't funny last year either.

Any other major Baltimore business that did not capitalize on Preakness: There wasn't a demographic NOT out in full force. Your absence did not go unnoticed.  Your brand probably did.

Chris can be reached via e-mail at chris.d.catalano@gmail.com.

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