After the success of the Campbell's Chunky Soup campaign featuring Wilma McNabb, NFL All-Pro quarterback Donovan McNabb's mother, she decided to team up with TeamWorks Media and CSMG Sports, her son's sports management firm, to create MamaMcNabb.com in hopes of creating corporate alliances and sponsorship deals for the now-famous sideline mom.
"We want this to be user-shaped," said Jay Sharman, TeamWorks CEO. "We're getting a lot of feedback initially."
Idea: The new venture is geared toward sports parents and will serve as a resource, offering expert advice on health issues, game fundamentals, and proper nutrition. It offers interviews with Donovan McNabb, as well as other famous sports moms. "While this is an informative, resourceful place, we want this to be entertaining," said Sharman. "It's a platform for her to express her personality, which we think is dynamic and engaging."
Tools: MamaMcNabb.com has interactive message boards, chats, and forums for parents to ask questions about seasonal content. The Web site will have three more launches this year to usher in the new sports seasons. Donovan McNabb's personal Web site links to MamaMcNabb.com, and appearances by his mother can be arranged through the site. Sharman said the initial launch was done quietly, but plans for harder launches in the new seasons are in the works.
Measurement: TeamWorks is tracking site traffic and media impressions. "Another metric is going to be based on the partnerships, whom we align with, and our ability to take brands and incorporate them into this mission in a way that meets with Mama McNabb's goals," said Sharman.
Organization: Wilma McNabb and CSMG Sports
Campaign: Mama McNabb Web site
PR team: TeamWorks Media
Other marketing: Still to be determined
Launch: October 9