While Maxell has always resonated well with the older generation - the one that knows the brand from audio tapes - it is still looking to achieve stronger recognition with 13- to-24-year-olds by sponsoring the X Games for a second consecutive year.
Idea: "Our message is simply product performance," said Cheryl Severini, Maxell senior marketing manager. "With the ESPN X Games being such a performance-minded event, it was a great tie-in." As the official DVD of the X Games, Maxell hoped that the message of great performance would translate well for its products.
Tools: The campaign kicked off with a billboard in New York's Times Square, with an X Games logo and a Maxell DVD displaying the message "Where maximum performance lives." Cohn & Wolfe handled PR for the branding campaign, which focused on positioning Maxell as a "performance leader" within trade media and consumer press, said Adam Paige, C&W VP, via e-mail. "The programming ran the gamut of speaking to multiple audiences to drive sales," he noted. A custom Maxell-branded skateboard was made for the X Games and used for the "Max Out with Maxell Media" sweepstakes at Best Buy locations, which offers a chance to win a trip to next year's X Games. Advertising ran in ESPN The Magazine and on ESPN, ESPN2, and ABC Sports. A graffiti-style landing page at http://www.maxell-usa.com/xgames/ also highlighted details of the sponsorship and skateboard giveaway.
Measurement: Maxell was set to take consumer surveys before and after the games to gauge brand recognition.
Organization: Maxell Corp. of America
Campaign: ESPN Summer X Games Sponsorship
PR team: Cohn & Wolfe
Other marketing: Print, online, and TV advertising; sweepstakes; on-site booth giveaways
Launch: August 2