Sports marketing: unleashing the passion
Austin LallyProcter & Gamble
While I was preparing this lecture, something amazing happened. A man boarded a capsule hanging underneath a helium-filled balloon and flew up into the stratosphere, 24 miles high. He then stepped out, saluted, and jumped. Free fall. Eight million people watched on YouTube. For a while, half of the world's Twitter posts were about this jump. The world's media watched and reported. NASA congratulated him. And through it all the logo of a certain Austrian beverage company can be clearly seen.
This is a remarkable example of how passion and...