Posted on FRIDAY, APRIL 5, 2013 · Permalink
BOLD Worldwide traveled to Arizona for it’s client Wfit. This shoot was filled with insane crossfit moves and women who could crush the entire production crew with one bicep. Luckily, we had expert sports photographer, Brian Kuhlman on set to capture some of these amazing/insane moments. BOLD is launching the Wfit brand for Weider Global Nutrition and it’s going to be something special. Keep an eye out for the campaign launch in the portfolio section of our sit.
Posted on FRIDAY, APRIL 5, 2013 · Permalink
BOLD Worldwide was recently nominated for a NY EMMY Award for our work with the New York Rent Stabilization Association. The commercial was nominated for best video in a Public Service Announcement. Brian Cristiano was nominated as the Executive Producer, and Jarett Bellucci was nominated as the Director. Congrats to the team for the hard work!
Posted on THURSDAY, NOVEMBER 8, 2012 · Permalink
BOLD’s CEO, Brian Cristiano was interviewed on June 13, 2012 by Kris Oser of eMarketer to share his expertise in advertising and marketing towards today’s sports fans.
eMarketer: How are the behavioral characteristics of today’s sports fan different from the characteristics of the sports fan a generation ago?
Brian Cristiano: Ten years ago, your involvement in the sport was watching it on TV, going to the stadium, wearing the gear of your favorite team. Today, fans can get much more involved with the sport. You can have arguments with your friends and strangers on Facebook and Twitter about who is the best and what team is better and why they are going to win. You can get involved with different applications. You can find data and information on sports teams—and you can pull that information up very quickly and easily from your smartphone.
That’s the difference: People can engage without having to physically be there. But they can feel as engaged as if they were actually at the game watching.
eMarketer: What about use of devices?
Cristiano: Fans are using simultaneous devices. They are watching the game, smartphone in hand. They are picking up their phone and tweeting, ‘Oh wow, I just saw this home run!” or “So-and-so just yelled at the third baseman” or they are on Facebook uploading photos or on Instagram uploading photos. That’s the real social engagement that I believe is starting to take place.
“People can engage without having to physically be there.”
It’s become almost expected that when you go to a game of course you are going to tweet about it to friends, you’re going to put it on Facebook, you’re going to upload a photo. Why? Because it makes you feel like you are more engaged and, hey, you’re also kind of showing off to all of your friends.
A lot of the players are also getting socially engaged. They are tweeting before and after the game. That’s where a lot of fans can get more engaged and interested because they are able to almost feel like they are talking with some of the players that they are fans of.
eMarketer: What about when they are watching a game on TV at home?
Cristiano: 200,000 people checked into the Super Bowl in 2011 on foursquare—in 50 states, 125 countries and even 13 check-ins from the Vatican.
What’s really different now is because the social engagement goes beyond the stadium, you don’t have to physically be there to feel like you are truly engaged and involved.
eMarketer: How are advertisers supposed to reach the fans?
Cristiano: It’s a delicate balance because you could slap your logo all over the place when people log in, etc., but it becomes a major turn off. Because people are socially engaged, they don’t want to feel like a corporation is shoving their message or their logo in front of them because they were using Facebook or Twitter.
The advertiser needs to be involved on the social level, they need to be the ones starting the conversation, continuing the conversation, making the conversation easier or adding something to it that wasn’t there before—whether that be a game, information, access or ease of access to data, video, radio, tidbits or whatever.
eMarketer: This doesn’t come naturally to an advertiser.
Cristiano: The No. 1 thing that makes it a problem on the advertiser’s side is to justify the resources that it takes to [become part of the conversation]. But in the long run, advertisers are becoming part of the social fabric that people are heavily involved with and they are going to respect you because of it. You are not pushing your message. [You are saying,] “Let’s talk” and I think people are more open to have those conversations and to welcome those brands in.
“200,000 people checked into the Super Bowl in 2011 on foursquare—in 50 states, 125 countries and even 13 check-ins from the Vatican.”
eMarketer: Can you give me an example of the value that an advertiser can bring to the conversation?
Cristiano: JackRabbit Sports is a running/triathlon sports retailer [in New York City], and what they wanted to do was not push sales, but get involved with the local running community. We created this campaign over the course of several months where we followed six runners that were training for a marathon. Each person had a Twitter feed, a Facebook fan page and a blog on the site where they were constantly uploading information, adding behind-the-scenes photos and details about how things were going for them. This constant social engagement wasn’t pushing the JackRabbit brand, it was really creating communication and building fans for these six runners to see who could raise the most money for their charity.
We used traditional media to get the campaign started—30-second TV spots, episodes, which we’d update every couple of weeks showing the progress of these runners. We bought regional cable around the tri-state area of New York. The spot would drive people back to the website where they could see more content, more information, and that’s where they would get socially engaged with the different runners.
It was really incredible because the conversation went from being six runners that no one had ever heard of to their having fans. The runners would do training races, and fans would show up—they’d have signs and they would be cheering the runners on.
eMarketer: What would you say the results were?
Cristiano: It was authentic. There was a brand attached to [the effort] and people appreciated that and said, “Wow, this company is trying to do something good.” And they didn’t feel like they were watching advertising, they felt they were watching a story unfold over seven months.
I think one of the simplest ways to gauge results was we finished this in September of last year and we have had hundreds of people come into the store, send us email, send the runners email saying, “When are you doing this again? We want to get involved.” So people were clearly watching and they wanted to see it succeed so bad that they wanted it to happen again.
eMarketer: Did you track through to sales?
“The No. 1 thing that makes it a problem on the advertiser’s side is to justify the resources that it takes to [become part of the conversation].”
Cristiano: We specifically did not track direct results from sales because it was very hard to, but we more than doubled JackRabbit’s Facebook following. When they started, I think they had less than 2,000 followers, now they are well over 10,000 followers. Their Twitter following went up like 600%. We didn’t drive people to YouTube—we uploaded the video to YouTube and before the campaign was over, there were over 100,000 views. And we never spent a dollar on advertising.
eMarketer: Would you recommend using multimedia advertising?
eMarketer: Do you have any thoughts about that how the sports fans’ attention is fragmented and divided among screens?
Cristiano: The majority of people are using [more than one device] at the same time. They are sitting there watching a three-hour game and are also on the internet for three hours.
eMarketer: What does an advertiser do—show ads before or after the event?
Cristiano: Figuring out where your audience goes before and after the game is key. What people are doing is they are finding the most optimal screen to be engaged with. Especially if they are super fans, they are online while they are at work, checking their scores, they have their app that is giving them updates constantly on their smartphone. Then they go home and watch the game and they are pretty engaged and after the game is over, they get back on their smart phone or back onto the internet. So what’s interesting is they are constantly in front of a screen—TV or something else. The best way an advertiser can take advantage of that is before, after and during a game. If they can figure out where their fans are going, then they can follow them throughout the day.
eMarketer: Are apps taking off?
Cristiano: They are taking off, but I think there is a long way to go. If you look at the ESPN app, I think it’s great—they have score boards that are personalized so you can get updates on your favorite teams. You can get score alerts so your phone vibrates or makes a noise when someone scores or someone wins.
“Figuring out where your audience goes before and after the game is key.”
eMarketer: What makes a winning app?
Cristiano: One of the things that advertisers and developers need to be aware of in the apps market is that you need to create something that is going to give this added value—data or information that you can’t get anywhere else. At the same time, it needs to function well, otherwise people are going to get turned off and they are going to move on very quickly.
I’m a cyclist and I love the Tour de France and last year NBC had an app, NBC’s “Tour de France” app and it was fantastic, especially for a sport that isn’t based in the US, which is hard to get information on. It was really fantastic because I could watch these GPS maps and know where the riders were, and I could get little instant updates of who won on what stage.
In Europe, cycling is massive, but in the US, it’s very small. This app was perfect for the consumer like me. I was glued to that thing for hours a day.
Posted on WEDNESDAY, OCTOBER 24, 2012 · Permalink
We are excited to announce that our friends at the wonderful charity, Crohn’s & Colitis Foundation of America (CCFA) will be honoring BOLD’s owner, Brian Cristiano alongside Alison Feller this Friday, October 26th.
Brian is being recognized for the advertising campaign, BOLD created over the summer focusing on creating awareness for the charity and its running programs. The #CCFASHARK campaign was a big success and we are proud to have been involved.
Friday’s event will take place from 7:00-10:30PM at LAVO on 58th Street. There are still a few tickets available if you would like to attend. You can purchase them here. Don’t miss it – our friend Jaime Drastik will be there too. Most importantly, the money goes to a great cause!
Posted on TUESDAY, AUGUST 28, 2012 · Permalink
We are completely honored and humbled to be on such a great list with so many other incredible agencies. When we received the notification that we were on the Forbes Top 100 List of Global Ad Agencies That Know Social Media we were pumped. It takes a lot to get noticed in this industry, and clearly our hard work is paying off.
Being an Ad Agency in New York, you need to understand the digital landscape. It is not the future of advertising, it is now. Clients big and small can benefit from a quality campaign through social media. Whether it is part of a larger campaign, or the forefront of advertising, if done correctly it can have a major impact.
A major brand that we work with asked us to help launch a new product. We did so strictly through social media and the blogosphere. By connecting bloggers in our client’s target demographic and connecting that with a strong social media presence we were able to successfully launch a new product without the cost of a traditional campaign.
We really enjoy working in the digital space – it allows for a lot of flexibility and creativity, and we look forward to continuing to put our creative brains on the forefront of our work.
Posted on THURSDAY, AUGUST 9, 2012 · Permalink
As a sports and athletic advertising agency we are always on the lookout for fun clients who want us to tell their exciting stories. When we were approached by BodyGlide we knew it would be a perfect match. Bodyglide hadn’t done much as far as marketing before we partnered so BOLD was able to develop the campaign from scratch.
BOLD developed a five part vignette campaign that featured actual customers using BodyGlide’s products. Below are the videos from the campaign.
BodyGlide vignette featuring a firefighter.
BodyGlide vignette about a dancer.
BodyGlide vignette featuring a heart attack survivor and marathon runner.
BodyGlide vignette about a professional triathlete
BodyGlide vignette about a mother with twins.
BodyGlide vignette featuring an ultra-marathon runner.
Posted on THURSDAY, AUGUST 9, 2012 · Permalink
New York based sports advertising agency, BOLD Worldwide, recently produced and created the first television commercial for Riverhead Raceway. Riverhead Raceway is a NASCAR Whelen Modified racetrack and in recent years has not garnered as much attention as it had in the past. BOLD stepped in to produce this high-octane commercial to build excitement around the track for the 2012 season. Race car driver, Timmy Solomito was featured in the commercial telling his story about why he is passionate about racing.
Posted on MONDAY, JULY 30, 2012 · Permalink
BOLD CEO, Brian Cristiano was featured in an interview for eMarketer this month speaking to the delicate balance in marketing and advertising towards the sports fan.
As with any kind of advertising in social media, brands must be careful not to overplay their hand when they seek to connect with sports fans on social. “It’s a delicate balance, really,” said Brian Cristiano, CEO of ad agency BOLD Worldwide, which specializes in sports-related marketing. “People are socially engaged because they want to feel like they are just having a conversation. They don’t want to feel like now a corporation is shoving their message or their logo in front
of them because they were using Facebook or Twitter,” he told eMarketer. Advertisers who want to reach fans in those venues “need to be the ones making the conversation easier or adding something to it that wasn’t there before, whether that be a game, whether that be ease of access to data, video, radio tidbits, whatever that might be.”
Sports multitasking isn’t limited to people who are viewing a game on TV. It has also become common for people who are at a game to use their smartphones to engage in some digital socializing. “Of course you’re going to tweet about it to friends, you’re going to put it on Facebook, you’re going to upload a photo,” said Cristiano. “Why? Because it makes you feel like you are more engaged. And hey, you’re also kind of showing off to all your friends.”
eMarketer covers digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By collecting data from thousands of sources and putting it into context, eMarketer conveniently provides the world’s top brands, agencies and media companies with the most complete view of digital marketing available. If you’re interested in reading the entire article you can sign up at eMarketer.com or send us an inquiry.
Posted on TUESDAY, JULY 10, 2012 · Permalink
Why the USADA is out of line legally and morally, and why it’s bad for marketing.
By Brian Cristiano
Whether you think Lance Armstrong used performance enhancing drugs or not is irrelevant. This case is about something else: a lack of Due Process.
I recently spent two weeks traveling throughout Italy and spent a lot of time learning about the country’s history and ancient policies. I was fascinated by the Lion’s Mouth postboxes in Venice.
Dating back to the 14th century, these postboxes were a place where residents could leave anonymous notes proclaiming they saw another man (or woman) breaking the law. These letters were then taken as fact and could convict a person resulting in a prison sentence or death. The accused were never able to face their accusers and punishment was decided by a predetermined committee.
As a society we like to think we have come a long way from those days, but we have not. The Lance Armstrong doping case brought on by the U.S. Anti-Doping Agency has incredible similarities to that of 14th century rule.
Some will argue that this case is different because it is about a sports governing body trying to clean up cycling. But here is where the problem begins. USADA is funded by US tax dollars, and from my perspective makes it a State Actor (a person who is acting on behalf of a governmental body) and is therefore subject to regulation under the United States Bill of Rights.
Even though USADA can only impose sanctions that affect Lance’s participation in sports, it would directly affect his ability to compete as a professional athlete and generate an income, and it could also affect prize money associated with previous title wins. Under the Fifth Amendment, a person shall not “be deprived of life, liberty, or property, without due process of law.”
USADA’s chief executive officer, Travis Tygart is pursuing this high-profile case without the presence of hard evidence. The case is built solely around the testimony of 10 anonymous people. If Tygart truly had hard evidence against Lance Armstrong, USADA would have already leaked it to the press and destroyed Lance’s credibility. Instead it continues to operate in the shadows hoping negative public opinion will continue to grow.
If we were able to remove the pomp and circumstance surrounding this case and replaced Lance Armstrong with a regular Joe, the public would be up in arms about USADA’s procedural process. How is it that in this day and age, the public opinion and anonymous accusations could force a man out of sports, sponsorships, titles, and money?
Let’s take a step back and put ourselves in a similar situation. Imagine 10 people said they saw you doing something illegal, but there were no photos, no evidence, no positive tests, no video, no finger prints, no shred of evidence—only their words. You didn’t get to know who these people were, and they didn’t tell you their exact claims. There was a predetermined committee that would decide your fate, and if convicted you would lose your job, your money and your reputation, and you would take the proverbial walk across the Bridge of Sighs. Scary thought.
Lance Armstrong may be a prominent public figure, but it does not take away his 5th and 14th Amendment rights (the right to due process of law).
Did Lance Armstrong dope? We know that cycling has been riddled with cheating athletes and that many of his competitors later admitted to doping. However, that alone does not make the man guilty. We do know that he is a fierce competitor and that he passed more than 500 drug tests in the process. Passing the tests also does not mean that he was not using PEDs, but it still remains a fact that he passed.
If USADA truly believes that Lance manipulated tests, or found ways around them, then Travis Tygart should be spending his time implementing better tests and focusing on current athletes who may be cheating.
As an amateur cyclist myself, I would like to see the sport cleaned up. I don’t like cheaters, and I think they should be punished. But if the tests are easily rigged, then the governing bodies should spend the time and money fixing the tests, and not crucifying a man based on hearsay—especially if they are going to use my money to do so.
So how does this tie into marketing? Whether you love or hate Lance Armstrong, you can’t deny that he has brought more attention to cycling, Ironman triathlons, and cancer than any other American athlete. Lance Armstrong is a brand, and wherever that brand decides to put its focus lots of money, sponsorships, and attention go with it.
Cycling continues to be more popular overseas than in America. But prior to Lance Armstrong’s seven-year domination of the Tour de France, the average American wouldn’t have been able to name one professional cyclist. Now I dare you to find a person who doesn’t know who Lance Armstrong is. Lance brought an incredible amount of attention to the sport, which in turn increased sponsorships, television coverage, advertising revenues, and participation in cycling.
Maybe it is just coincidence, but NBC Sports Network only began broadcasting the Tour de France in 1999—the same year Lance Armstrong won his first tour. I can only assume that the network’s decision to begin coverage was linked to the incredible story of an American athlete overcoming cancer and being a top contender in the sport. It was an amazing story, but more importantly a great time for Americans and cycling.
As Lance Armstrong continued to win the Tour year after year, American viewership of the sport continued to increase. As viewership was on the rise, so were sponsorship dollars and ad revenues. This shift in the sport was great for advertisers, broadcasters, and cycling related companies.
This was highly evident in 2005 when the Discovery Channel became the main sponsor of Lance’s team. Discovery turned out cycling-related programs and documentaries, and funneled money toward research and development for cycling gear. This had a large impact on the sport from many angles including television exposure and equipment development.
Lance’s return to cycling in 2009 had a direct impact on the number of cyclists registering with USA Cycling in that same year. USA Cycling also reports that it saw a steady increase in licenses issued between 2002 and 2008 directly related to Lance’s exposure. You can read the article here: cyclingnews.com.
Fast forward to 2012: Lance Armstrong is retired from professional cycling, but is focused on competing in the Ironman triathlon series. His presence has immediately increased awareness and interest in Ironman competitions. NBC, which typically broadcasts the Ironman World Championship in December on a delayed basis, made an announcement to show the coverage in October. Additionally, NBC said it would expand the show from 90 minutes to two hours.
Currently Lance Armstrong is banned from competing in the event and all other Ironman events because of a clause that does not allow athletes to compete while under a doping investigation. It is not yet known if he will be able to compete or if NBC will decide to shorten its coverage of the event. Either way the charges by USADA will affect ad revenue for the broadcast on NBC and, if Lance does not compete, the ratings during its show time.
It is clear that the Lance Armstrong brand is good for marketing on a major scale. I am not suggesting that USADA should not pursue an athlete because of his positive impact in a sport or the economy. I am simply saying Travis Tygart’s pursuit of Lance Armstrong has had, and will continue to have, a negative impact on the sport of cycling, Ironman competitions and the attention Lance has brought toward cancer.
If USADA has hard evidence that Lance doped, then fair enough—let the proceedings begin. However, we must remember that these allegations are nothing more than 10 notes left in the lion’s mouth. In 21st century America, you are innocent until proven guilty, and hearsay does not a guilty man make.
Posted on TUESDAY, JULY 3, 2012 · Permalink
Yesterday (July 2nd), BOLD unveiled a four month long pro bono project it has had in the works for the Crohn’s and Colitis Foundation of America. CCFA approached BOLD Worldwide to be the advertising agency to create a window display in Rockefeller Center. We can say that after a lot of creative work it was an honor to launch the display.
Crohn’s and Colitis are relatively unknown and largely misunderstood. BOLD wanted to lend support in helping to spread the message about these little-known diseases and draw attention to this worthwhile organization. BOLD created a display that would grab attention and bring awareness to the disease without getting into specific details. The shark was the perfect metaphor for the diseases because it draws a parallel between pain, danger and the unknown.
In addition to spreading awareness we also wanted to get people involved with the fundraising side of the charity. We placed running shoes inside of the underwater display to highlight CCFA’s two programs: Team Challenge and Take Steps. We felt that the shoes looked almost out of place and would successfully grab peoples attention on a different level.
The display is located at 10 Rockefeller Plaza (just south of the NBC Today Show Studio) and will be up for the entire month of July. BOLD is honored to be part of such a project and hopes the display will help raise awareness for the charity and diseases.
Follow the campaign on Twitter with the #CCFASHARK hashtag.
Here are some behind the scene photos from the installation.
For more information below is a copy of the official press release from CCFA.
Rockefeller Plaza Window Display Raising Awareness for Crohn’s Disease and Ulcerative Colitis Generously Donated by EHE International
NEW YORK, Jul 3, 2012 (GlobeNewswire via COMTEX) — For diseases that often go unnoticed, it may take a life-sized great white shark to capture people’s attention. The Greater New York Chapter of the Crohn’s & Colitis Foundation of America (CCFA) unveiled a 115 square-foot display at 10 Rockefeller Plaza with a call to action to find cures for inflammatory bowel diseases (IBD). The display, on view July 3-30, 2012, highlights the Crohn’s & Colitis Foundation and their work to find cures for Crohn’s disease and ulcerative colitis and to improve the lives of adults and children affected by these diseases.
The window space was donated by EHE International, America’s oldest and largest preventive health company. “EHE International is happy to donate the window in Rockefeller Center for the month of July to the Crohn’s & Colitis Foundation. Together we hope to enlighten, inform and educate the public about the specific needs of over 1.4 million Americans suffering from Inflammatory Bowel Diseases,” said Deborah McKeever, President of EHE International.
BOLD Worldwide, an advertising agency in Manhattan, donated its services to create the window’s dynamic design, which features a four foot high great white shark. Brian Cristiano, CEO of BOLD explains, “The window was designed to draw a parallel between pain, danger and the unknown. Crohn’s and Colitis are relatively unknown and largely misunderstood. I wanted BOLD to lend support in helping to spread the message about these little-known diseases and draw attention to this worthwhile organization. I couldn’t be more honored to be a part of this project for CCFA.
Crohn’s disease and ulcerative colitis are painful, medically incurable illnesses that attack the digestive system. Crohn’s disease may attack anywhere along the digestive track, while ulcerative colitis inflames only the large intestine (colon). Symptoms may include abdominal pain, persistent diarrhea, rectal bleeding, fever, weight loss and fatigue. Many patients require hospitalization and surgery. Most people develop the diseases between the ages of 15 and 35; however the incidence is increasing in young people.
Founded in 1967, the Crohn’s & Colitis Foundation of America funds cutting-edge medical research and provides education and support to IBD patients and their families. With 40 chapters nationwide, it is the only national voluntary health organization dedicated to the fight against IBD. CCFA’s Research Program provides funding for both individual researchers and collaborative projects,supporting the most innovative and promising studies in IBD research.
CCFA also offers a wealth of services to patients and their families. Through the Information Resource Center (IRC), Masters-level health education professionals answer questions and direct people to resources important to their quality of life; Chapter Education Days and monthly support groups provide information and support to patients, families and medical professionals; and a summer program, Camp Oasis, provides a safe and supportive camp community to children with IBD.
“This is an amazing opportunity to spread awareness about Crohn’s disease and ulcerative colitis, and to get New York City talking about these two debilitating, chronic intestinal diseases. We thank both EHE International and BOLD Worldwide for making this possible,” said Greater New York Chapter Executive Director, Rhondell Domilici.
Take a photo with the #ccfashark and post it to Facebook for a chance to win prizes. Tweet at #ccfashark.
About The Crohn’s & Colitis Foundation of America
The Crohn’s & Colitis Foundation of America (CCFA) is the largest voluntary non-profit health organization dedicated to finding the cures for Inflammatory Bowel Disease (IBD). CCFA’s mission is to cure Crohn’s disease and ulcerative colitis, and to improve the quality of life of children and adults who suffer from these diseases. The Foundation works to fulfill its mission by funding research, providing educational resources for patients and their families, medical professionals, and the public, and furnishing supportive services for those afflicted with IBD. For more information, visit www.ccfa.org , call 888-694-8872.
About EHE International
Since 1913, EHE International has been the recognized leader in preventive medicine. Its clinical protocols are specifically designed for early detection of preventable disease and its associated risk factors, supported by robust personal coaching and wellness tools and resources, and its industry-leading educational and social engagement platforms. The company is well-known for its corporate-sponsored employee benefit and its patient-centered approach to preventive care and life-style management programs specifically designed for integration into self-funded employer-sponsored medical plans. For more information, contact EHE International, 10 Rockefeller Plaza, 4th Floor, New York, New York 10020; 212.332.3705; www.EHEandMe.com .