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Interview with fellow sports lover, Brenton Mitchell on March Madness, NCAA issues and other college sports topics. 


Posted May 9, 2014 by coreydupree09 in Uncategorized

NBA Playoffs and NFL Draft Coverage   Leave a comment

NBA Playoffs and NFL Draft Coverage

An exclusive interview with PSU Harrisburg basketball player, Arick Sodini, about his thoughts and opinions on the NBA playoffs and the 2014 NFL draft.

Posted May 9, 2014 by coreydupree09 in Uncategorized   Leave a comment

Interview with Milton Hershey Coach, Roger Smith, about the importance of AAU and High School sports to a athlete’s development.

Posted May 9, 2014 by coreydupree09 in Uncategorized

Corey’s Sports Network Special Interview   Leave a comment

Corey’s Sports Network Special Interview

Interview with Hershey FC, Semi-Professional soccer player, Justin Henderson about the influx of soccer in today’s society.

Posted May 9, 2014 by coreydupree09 in Uncategorized

Anything is possible!   Leave a comment

“You dream big and you can achieve big.” If that makes any sense at all, this would be the moniker of the Central York Boys Basketball team Colton and I covered for the quarter final round of the PIAA District 3 playoffs. They were the first of three games that we would be covering for that evenings tournament. Central York’s Coach delivered that quote to his team during a time out that was called early in the third quarter. After a close first half, Central York was able to pull away from their opponent with ease en route to an 18-point victory. Colton and I have a systematic approach to marking down time codes and who films: Alternate at the end of every quarter. It makes life so simple, while preventing your arms from falling off from filming the whole event (Not saying I’m weak, just a little rest never hurt anyone!). Don;t get me wrong, time stamps are just as essential to the final product as filming is, but I am a fan of filming the action. So, with that being said, Colton was lucky enough to capture the end of the next two games, which they both ended in overtime. Since Colton shot all of the good stuff, we traded places at the station where he would type the script and I selected and edited the clips to use. Just another day in the office, if I don’t say so ,self.


Posted April 3, 2014 by coreydupree09 in Uncategorized

I really do miss high school sports…   2 comments

Today Gregg allowed Colton and I to go and shoot Trinity high school Boy’s first round playoff game. I was borderline nervous because it would be our final products that would be what were placed on air for the 11 p.m. news, but I’d better get used to it! We alternated quarters as in filming and note taking. A neat tip that has been passed on to me is to mark down the times where “Game-changing plays” occurred. Right off the tip, Trinity was easily taking advantage of their opponent and their star player just posterized some poor kid under the rim. So, I marked down the time on the camera, type of play, and team the play was for so we would know where to look while we were editing the clips. As the game began to get out of hand, we wrapped up early and headed over to the Camp Hill Girl’s playoff game against Tulpehocken and little did we know, we were in for a huge treat. We took the same approach in alternating turns while at Camp Hill. I myself have never been the biggest fan of girls basketball (with UConn being the exception), but I was able to genuinely put my bias aside and be excited for both teams. Camp Hill had the lead for the majority of the game but as we all know, it isn’t over until the final buzzer. After having a 10 point lead at the half, Camp Hill allowed for their opposition to climb back into it and left the score tied at the end of regulation. What happened next is exactly why I miss high school sports. The passion that these kids show, knowing that they move closer to closing out an athletic career that may not continue, is clearly visible. As the score in overtime see-sawed back and forth, I turn around during the last time-out of the period and spoke with Colton about how the game would never end. Camp Hill’s Sydney Newman proved me wrong as she took the ball from the top of the key, through two defenders and delivered a dagger of a floater at the buzzer that gave Camp Hill a 41-39 victory. Tears were shed and the floor was rushed by students and faculty alike. This is why I love sports.


Posted March 25, 2014 by coreydupree09 in Uncategorized

One Of The Perks Of Being A Senior In College: A Senior Thesis Paper   Leave a comment

Abstract: My primary goal of my research was to prove that the Twitter and YouTube are marketing tools that have a large impact on advertisement and sales amongst athletes. Using Calvin Johnson, LeBron James, and Michael Jordan as primary examples, I was able to conclude that there is a definite correlation between social media marketing and company’s sales that sponsor high profile athletes based on statistical data.



Turning of the Tide


          LeBron James has become the face of endorsements amongst athletes when it comes to marketing, especially, via social media.  He is not the only person gaining popularity in the social media community, as this technique is becoming more prominent. Companies are using athletes and entertainers to act as “game changers” for their brand. This even includes going as far as providing special select campaigns for these athletes and their products. Products are beginning to use social media as a launching board for their products and campaigns. The use of Twitter and YouTube specifically are helping buck the trend of using just television and printed media as ways to represent their products. Social media helps portray these athletes as almost marketing deities for their respective companies that their campaigning for.  Current campaigns, social media growth, and past marketing techniques all prove that suppliers have turned the corner and are using Twitter and YouTube as means to reach the pockets of their consumers.


          The worlds sports marketing giant, Nike, has been steps ahead of their competition for well over a quarter century. Phil Knight and Bill Bowerman, Nike’s founders, created a vision for their products that would revolutionize the marketing plane. This is visible in today’s market by their use of Calvin Johnson Jr. and Sean “P. Diddy” Combs in their most current YouTube campaign.


          The “Unleash Speed” campaign that Nike has begun on behalf of Detroit Lions wide receiver, Calvin Johnson Jr., has helped taken marketing to new heights. The YouTube campaign that Nike has sparked is one that many business models will choose to follow. The campaign features the super star NFL player split into two separate personas. One being Calvin and his alter-ego being Johnson, who is played by Sean Combs. The marketing message that is sent from the campaign is one that focuses on targeting younger athletes.


          Calvin and his alter-ego, Johnson, come to an agreement with each other as to who will deal with the different two main aspects of being an NFL superstar: The fame and the hard work. Calvin is shouldered with the load of the preparation and all of the physical work that must be done in order for him to maintain his high productivity on the NFL gridiron. Johnson is left to deal with the wear and tear of the glitz and glamour that professional athletes have to deal with ranging from the paparazzi to the planned magazine cover shoots.


          It is claimed that Calvin Johnson Jr. is on a “leash”, but is “unleashed” when Johnson agrees to help shoulder the load and Calvin can work on his game. Film director, Stacy Wall, was able to explain “This campaign is about removing the excess from the athlete’s mind and life so they can perform at a higher level,” (Calvin & Johnson, 2013). The message sent is one that is telling the younger athlete that work must be put in and distractions must be avoided to succeed on the gridiron. This YouTube campaign began on September 3, 2013 and in less than one month; the first video of the series received over 1 million views.


          At the conclusion of the videos you are left with the options of watching more videos, or clicking the image of the superstar and looking at the inventory of items for purchase. As a consumer and an athlete, I was able to see myself succumbing to the pressure of purchasing items from the campaign. While the original campaign started via YouTube, it was not long before it became a trending topic on twitter being attached to every sports related tweet.


          The “Unleash Speed” campaign is explaining the balancing act that athletes must uphold while on and off of the field of their respective sports. International Business Times writer John Talty wrote about this balancing act that must be upheld in order to maintain their fan base.

          “Something athletes must solve, however, is figuring out is how to manage their primary job responsibilities with what they need to do in order to be successful on social media platforms. Social media strength requires a lot of time, as it demands consistency for success — it’s impossible to build a large following with sporadic tweets or Facebook status updates” (Talty, 2012). 

This is that inner battle that Nike was able to get the consumers to view through their unique marketing scheme and technique. The concept of using social media is important to not only sign these super star athletes, but to help build their brand and endorse their positive reputation.


          Companies and marketers have been able to learn and catch on to the fact that famous sells. Bret Werner of Catalyst Public Relations relayed “According to the 2011 Catalyst Fan Engagement Study, sports fans who follow their favorite athletes on social media are 55% more likely to purchase a brand if an athlete mentions it on Facebook or Twitter” (Fan Engagement Study, 2011). This information shares that more than half of consumers are more than likely to purchase a product if it is associated with a famous face.


          With the world becoming more and more engaged with technology, it is easier for consumers to have a daily interaction with those whom they idolize. Calvin Johnson Jr. is followed by 358,924 people from all across the world. In this tweet to his fans on Thanksgiving, “Football doesn’t stop for the holidays. Thankfully, Johnson can pass the stuffing while I haul in passes” (Twitter, 2013), Calvin was able to reach at least one million viewers and potentially even more due to the large part that he attached a YouTube link to his message. That video attached to the tweet already has 193,000 views in two weeks. That equates to roughly 1,350 views per day and 565 views per hour.


          The reach of social media and consumerism no longer is at the click of a mouse on a desktop computer, but it now ranges from laptops, cell phones, to even music devices. YouTube now sits behind Google as the second largest search engine in the world (10 WOW Social Media Statistics, 2011). This allows consumers to search for visuals of their product that they’re interested in at a faster rate than just going through the processes of “Googling” the product info. That now seems to be the way of yesterday.


          While athletes are utilizing social media to help endorse their product, so are other entertainers. On June 16, 2013 world renown hip-hop artist, Jay-Z, announced the release date of his July 4th album titled “Holy Grail”. His campaign was being sponsored by the mobile device maker, Samsung. Jay-Z released his video during half-time of Game 7 of the NBA finals and within the hour the hash tag “#magnacartaholygrail” supplanted “#NBAGame7” as being the top trending topic on twitter. Samsung’s decision to head Jay-Z’s campaign was one of marketing genius. Using their special hash tag, they held special promotions to those who owned their products before the release date of the album.


          Utilizing the concept of hypercommercialism, companies are able to extend the reach of their marketing strategies across different platforms. As defined by Stanley Baran, “Hypercommercialism is increasing the amount of advertising and mixing commercial and noncommercial media content” (Bliller1’s Blog, 2012). This definition speaks volumes as to exactly what marketing has now become. Marketing and advertising no longer exist under the old model of paper advertising and television commercials. Marketing amongst athletes has soared to new heights.


          Michael Jordan, arguably the greatest basketball player of all time, paved the way for athletes that came after him from a marketing standpoint. During the late 1980’s and 1990’s, Michael Jordan teamed with multiple marketing partners to take the world by storm.  Ranging from Wheatie’s to Nike, Jordan was able to use his face and name to create his own brand. Today’s athlete is monitored and gauged on their Twitter followers or Facebook “fans”, while Jordan was part of the old guard that utilized television and even radio as different ways to endorse their product.


          Nike struck gold when they were able to pull Michael Jordan from Adidas and firmly established their brand equity in the sports marking business. Through catchy slogans and large paychecks, Michael Jordan hung with Nike and was able to establish himself as the dominant face of the Nike franchise. This was all done without the help and assistance of social media, which didn’t lift off until after 2005.


          Statistics show that Jordan’s Brand still serves as cream of the crop when it comes to sales in the United States. Forbes staff writer, Kurt Badenhausen shared “It controlled 58% of all the U.S. basketball shoe market in 2012, and 77 percent of all kids’ basketball shoes according to research firm SportsOneSource” (How Michael Jordan Still Earns $80 Million A Year, 2013). Most of the kids wearing his product weren’t even alive to watch Jordan capture his final title with the Chicago Bulls in 1998, but they still know that is the brand they want to wear.  I can remember the Michael Jordan brand epidemic forming as a child. Jordan’s face was plastered on “Got milk?” commercials and posters across the country. When he starred in the film Space Jam, Michael was able to interact with his consumers through the theater. He later released the shoes that he wore in the film as a part of a limited collection of his shoes.

          Michael could be viewed as “The Godfather” of marketing and brand establishments amongst all athletes. The time period in with he created this monster of a conglomerate company makes it even more remarkable because he was able to generate mass revenue without the aid and assistance of Twitter or YouTube. He has however passed the torch on to LeBron “The Chosen One” James.


          LeBron James has been placed under a microscope since his days of playing high school basketball at St. Vincent-St. Mary in Akron, Ohio. After being labeled by many as “The Chosen One”, King James has lived up to the billing both on and off the court. After going as the number one overall pick in the 2003 NBA draft, many were unsure how James would handle the pressure of the next level as an 18 year-old kid playing for his hometown, Cleveland Cavaliers. LeBron came into the league with a reputation that was spring boarded from the over 7 million views on YouTube from his high school highlights alone.


          This YouTube platform helped propel LeBron to a marketing prodigy before he even was able to legally order his first drink. Companies becoming set on grabbing the next “MJ”, swarmed at the opportunity to swoop in and grab LeBron’s marketing rights. The growing of social media only helped put the youngster even more in the spotlight than he ever imagined. After signing with Nike and creating his own line of shoes, Nike had landed another big fish.  


          In signing LeBron to a $90 contract before he even stepped foot onto an NBA court, they were sure that they had made the right decision. Early in LeBron’s career, he became featured in Nike television ads and posters worldwide. He became an instant phenom, which was only a glimpse of what was to come.


          Upon James’ arrival to Twitter on June 15, 2009, Nike and other James sponsors saw an opportunity to seize control over their competition. Pat Moran, a social media blogger, was able to track James’ public sentiment via news and social media then twitter soon thereafter. Pat blogged “From June 26, 2003, to June 25, 2010, James registered daily average sentiment scores of +16, +34, +54, +58, +51, +61 and +59, respectively, from our news and social media sources” (LeBron James, the Digital Age and New Media, 2013). These scores are based on a -100 – +100 scale, with -100 being the lowest possible rating and +100 the highest.


          Since James entered the Twitter world, his popularity has since soared. Moran was able to deduce:

          “The rising Twitter discussion is where we truly see the impact James has on the social media landscape. Twitter mentions for James began appearing on June 15, 2009. From June 26, 2009, (the start of the first full year) to the present, James has generated annual Twitter volumes of 225,955 mentions, 2,528,437 mentions, 4,832,098 mentions, and 6,809,746 mentions, respectively” (LeBron James, the Digital Age and New Media, 2013).

 These findings couldn’t be truer, as to the use of “hash tags” (#) make the mentioning of another person, especially celebrities, more likely as they become trending topics. These sales can be directly correlated to his sales as his sales have skyrocketed along with his popularity.


          In June of 2013, Samsung also teamed up with LeBron to start a campaign for their new line of phone: Samsung Galaxy Note II. This campaign kicked off with the television commercials, but then Samsung used their personal Twitter handles to promote their YouTube links. The commercials allowed consumers to see the other side of LeBron, the family man and community man. Personalizing the message allows for the consumer to relate to the athlete and the advertisement as a whole, which in turn, makes them more inclined to purchasing the product.


          Samsung has been consistently sending out information to consumers through Twitter by having gift giveaways to help promote their product. For example: Samsungs twitter handle gave away a free galaxy tablet to the 100th person to retweet one of their tweets. This is another way of engaging the consumer because it gives an incentive for them to purchase their product.


          In the series of YouTube videos, you can see that other forms of social media are being pushed on the viewer as well.  In one of the commercials, before walking into the arena, James poses for a picture and uploads the picture to his Twitter and Instagram pages respectively. This lets the consumer know that the product is able to cater to both the needs of them, and high profiled celebrities. In essence they are able to relate to the athlete at hand. This is conducive to participatory culture as it is described by Henry Jenkins in his piece titled: Quentin Tarantino’s Star Wars?: Digital Cinema, Media Convergence, and Participatory Culture.

          This concept allows for audience feedback to be the driving force behind the creation and distribution of media narratives. Jenkins elaborates that “Media consumers want to become media producers, while media producers want to maintain their traditional dominance over media content” (554).This view of marketing was a product of change that has occurred over the past several decades. The advancement in technology that is at the average consumers’ disposal has helped consumers provide more feedback to large conglomerate companies.


          The advancement of the internet as a whole has played a large role in the advancement of participatory culture. In the 1990’s, chat rooms and online forums allowed consumers and viewers to provide input on certain products.  In talking about advances in technology and the internet Jenkins shares “These technologies do not simply alter the ways that media are produced or consumed; they also help to break down barriers of entry into the media marketplace. The Net opened up new space for public discussions of media content and the Web became an important showcase for grassroots cultural production” (555).  This meaning that the message that was being sent my companies wasn’t changing, it was just the way it was being sent out that was changing.


          The thought of Twitter began with the thought of a broader chat room where people could share their thoughts to the general public. This was an advancement of the grassroots culture that had since grown to be largely popular. The Web allows for the consumer to create and fall into their own guise, or persona, which will best suit their interests and needs.  This is where consumers are able to become innovative and possibly launch their own ideas to the general public.

          This online culture that was created is said to have “killed off” traditional culture of old and handed the culture to corporations. “The key difference between fan culture and traditional folk culture doesn’t have to do with fan actions but with corporate reactions. Robin Hood, Pecos Bill, John Henry, Coyote, and Br’er Rabbit belonged to the folk. Kirk and Spock, Scully and Mulder, Hans and Chewbacca, or Xena and Gabrielle belong to corporations” (Jenkins 557).  I do find this to be true, but all depending on your culture and definition of a “hero”. An argument could be made for the case that they are the heroes of old, and celebrities and athletes now hold the title of “Hero”. Consumers are able to look up to LeBron James and Calvin Johnson with nothing but respect and admiration for them.


          The Millennial generation will be more inclined to utilize social media in their purchasing decisions solely because that is the direction that our world is already heading towards. This is in part due to the growing ubiquity of cell phones. These phones now are beginning to come automatically equipped with Twitter, YouTube and Facebook. This puts the thoughts of millions into a large forum that can be opened with the tap of a finger.


          Coupling the thought of consumer freedom, with that of the growth of social media as a whole, creates a world of opportunities.  We are able to build off of the old vertical integration and onto the newer horizontal model that is in our society today. The thought of vertical integration is one that created monopolies in different industries. Horizontal integration on the other hand allows for “the increased concentration of media ownership into the hands of a smaller and smaller number of transmedia and transnational conglomerates” (Jenkins, 552).

          While this is originally related to cinema, the comparison can be made just as easily to marketing and advertising. As a consumer, I like the idea of being able to have some sort of input that can alter changes, directly or indirectly, with my product of interest. It is a division of power that comes with the aid of social media. A huge example of this could be made with accusations of Nike, in the 1980’s and 1990’s, using sweatshops to produce certain items in other countries. While this did reach papers, blogs and chat rooms were created to help boycott Nike products until everything was situated and clarified for the public.


          I believe that social media would have had a larger impact on that issue because it is just one single platform that is available to all users worldwide. The use of chat rooms was effective, but our times would have called for a different course of action. This new media ownership and production provide an inlet for new consumer practices. Henry Jenkins believes:

           “As a consequence of these new patterns of media ownership and production, there is increasing pressure toward the technological integration of the various content delivery systems, what industry analysts refer to as convergence. Technological convergence is attractive to the media industries because it will open multiple entry points into the consumption process and at the same time, enable consumers to more quickly locate new manifestations of a popular narrative” (553).

This essentially means that it industries are beginning to utilize different forms of social media because they are performing similar tasks to provide the same message. The campaigns previously listed are prime examples of this occurring. YouTube and Twitter are being used to deliver the same message albeit through different tasks. One message being through video and the other is through online forum postings. 


          While this differs from what was the norm for decades, it is now going to help companies and products gain an advantage of their opponents.  Consumer culture is becoming more “hands-on” and grasping the concept of dealing with technology to assist in solving their problems. The growth of the social media platform can’t be stated enough when speaking about the different levels of media.


          While the growth of social media appears to have a positive effect on many marketing strategies, there are some pessimists who view it as being the downfall to traditional culture and marketing schemes. Those opposing the rapid growth of technology tend to have their minds set in traditional past times and are hard to adapt with change. These people tend to be of the older age demographic and are set in there ways.


          In conducting an interview with 48 year-old Milton Hershey School Administrative Assistant Kristen Lambert, I was able to gain an understanding as to why she feels her generation is against social media. “Why does technology have to be so advanced? Can’t we just get all of our information from the newspapers like we used to?” Lambert responded when asked on her stance of the rapid growth of social media. This stance is one that is firmly implanted in her thoughts. “I don’t understand the importance of marketing through Twitter, when commercials are just as efficient.” Kristen shared, then went on to add her discontent for essentially how lazy society as a whole has come to have to depend on our cell phones for everything.

          When Kristen in turn asked me how I felt about social media growth, I was able to describe how social media opens up a whole new can of worms for both consumers and the producers. The cost of marketing through Twitter and YouTube are essentially cost free, as opposed to the cost of paper, television, and radio advertisement. Marketers are also able to reach a broader audience at a faster rate using the method of hypercommercialism to spread their message.


          Kristen then explained, “I never thought about the work that is put into marketing strategy, just how I am affected as a customer. Mentioning some of those things makes sense, but it also turns us into drones; just refreshing our last Twitter feed for the inside scoop or gossip.” Understanding the different cultures and diverse backgrounds help create a better understanding as to how to reach different audiences. I was able to find a consumer who believed that social media is exactly where it needs to be from a marketing standpoint.


          Ben Morse, a 23 year-old Penn State Alumni, was able to dedicate his time for a phone interview in which he was asked his opinions on the connection between social media platforms (YouTube and Twitter specifically)  and marketing campaigns. Without discussing the campaigns that I previously discussed, Ben emphatically shared “Without a doubt, Nike’s Calvin Johnson #UnleashSpeed campaign is an attention grabber,” he continues with “having one of the biggest names in ALL of professional sports will garner the attention of any youth football player in the country. All kids are asking their mom for those cleats and gloves to be like Calvin.” Ben believes that the reason that Twitter and YouTube are perfect places to start your campaign is solely due to the fact that 52% of young adults ages 18-24 spend at least 9 hours of their day on their phone, laptop, or tablet. These devices act as guaranteed enablers for the perfect social media marketing strategists.


          The generational belief difference doesn’t come as much of a shock. From my personal experience, I am accustomed to hearing my grandmother constantly tell me to put my phone down. Today’s generation is one that is heavily reliant on technology and social media alike. It is a rare occurrence for the average American to open their phone without checking their Twitter or Facebook account along with their text messages. This is different from marketing techniques of the past.


          The existence of life before social media was not too far ago, actually. Marketing through different media avenues is still in its fledgling stage when you just talk about it in terms of years. Marketing and advertisement was done through one’s ability to speak publicly, publish quality advertisements, and poster and endorsement campaigns.


          Press conferences are used today, but slowly becoming a thing of the past. It is a lot easier to click on the homepage of a website to gather all the information that you need than to wait for an announcement to be had at a certain time; that’s what podcasts are for nowadays. As recent as October, when Michael Jordan announced the release dates for his iconic sneakers, press conferences are used to make a statement. At times there are certain strategies that are deployed when holding press conferences pertaining to a product and not an event. Press conferences used to be a normal and highly anticipated occurrence in the marketing world when dealing with athletes and endorsements.

          It would not be rare for a press conference to be held in the 1990’s to announce that a celebrity was going to be opening a new line of clothing or product. This was when televisions were a fixation in nearly every home in America and “family time” seemed to be valued even more than it is now. Companies used press conferences as ways to reach their audience because television was the largest platform that was available at the time. This has since changed over the past two decades, allowing cell phones to supplant televisions as the best way to reach an audience.


          Publishing is also slowly taking a backseat to their social media competition. To take out a full page of the local newspaper meant something at one point in time. The larger the ad, the larger the cost; the larger the cost the further the reach was the belief of many. Many advertisers used catchy slogans along with an image of an athlete. This particularly caught on when Carl Lewis won the 1984 Olympic 100 meter dash, 200 meter dash, and 400 meter relay while wearing Nike’s newest sneakers. He had his picture essentially everywhere you could imagine with the official Nike slogan “Just Do It.”


          Plastering the face of an Olympian on any product receives automatic attention, due to the fact that he was quickly becoming a household name after shattering world records. Newspapers, bus stands, billboards all boasted famous athletes that were now the faces of a particular product. While the publishing was vital to the impression that was being made, it was also about the quality of work that was being done. It would have been fairly difficult to market your product with sloppy presentation. This is why social media can help with the growth and development of multimedia marketing.

          The stability of the traditional marketing economy teeters in favor of the company with more money. When using Twitter and YouTube, cost becomes a non-factor and it just comes down to simple market strategy, thus leveling the playing field. This is not to say that a small market company is going to just blow up because they are more social media savvy than their counterparts, but when dealing with today’s consumers times have shifted to a “Show not tell” approach.

          Athletes and celebrities have an “it” factor that just sells in the world of marketing. They are considered the “heroes” of today. Twitter allows us as humans to be able to personalize with these athletes and see that they’re just like us, with larger wallets and bank accounts, but like us nonetheless. This allows us to be seen on the same scope as others of a higher stature.

          While using social media has plenty of upside, it also is a double edged sword. Many companies are training those who work in their social media departments in social media etiquette. Once a tweet is posted, it is automatically viral. If a mistake is made by a social media expert, that could damage the image of the company or organization. This is a lot easier to be done than one would think.

          In 2012, the NRA’s (National Rifle Association), national journal posted a pro-gun tweet as the shooting at an Aurora, Colorado movie theater was unfolding. While this was not intentional and reflects the views of the group as a whole, the timing could not have been any worse for that product at that point in time. Sometimes luck isn’t always on your side when dealing with the social media monster.

          Just as you are able to interact with companies, they can do the same in response to your tweets or YouTube comments. There are instances where consumers have vented their frustrations at the company and post their comments on the YouTube page or twitter handle. When this occurs, it is up to the company to assess their “damage control” protocol. This occurs when a disgruntled customer’s needs are met without further controversy.


          In the new age of marketing I have been able to accept that change is inevitable and it is important to almost embrace it.  The usage of Twitter and YouTube can act as catalysts to get the perfect campaign up and running. It takes the perfect candidate to be chosen to represent your product and in most instances that candidate would be better served to be an athlete or an A-list celebrity. I can envision in the future that there will be plenty of competition for the top endorsement campaign amongst not only the companies, but super star athletes that are looking for sponsorships.  The usage of Twitter and YouTube hasn’t even reached it’s scratched the surface, so there is only way to go: Up.






Annotated Bibliography


John Talty. International Business Times. 21 March, 2013. New York.

This article described how athletes use social media, Twitter specifically, to establish brand equity as well as gain popularity. I was able to utilize this data to help analyze a rather opinionated thesis question.

Bret Werner. Catalyst. 27, June 2011. New York.

This source provided me with study information and statistics from social media data. This data was directly correlated to athletes and consumerism.

usnikefootball, , dir. Speed Unleashed. YouTube, 2013. Film. 12 Dec 2013. <;.  

Calvin vs. Johnson campaign showed multiple videos that was a primary source for my topic. Calvin  battles his alter ego in a series of Nike campaign videos.

Johnson, Calvin (Bigplaycj). “Football doesn’t stop for the holidays. Thankfully, Johnson can pass the stuffing while I haul in passes.” 28 Nov. 2013, 7:26 a.m. Tweet.

This is Calvin Johnson’s personal twitter page.

LeBron James Samsung Galaxy Commercial October 2013. YouTube, 2013. Film. 12 Dec 2013. <;.  

LeBron James Samsung video commercials that endorsed LeBron James for their product. James is able to personalize with his fans through this video.

Qualman, Erik. “10 WOW Social Media Statistics.” Socialnomics. N.p., 07 06 2011. Web. Web. 11 Dec 2013. <;.

Social Media Statistics from 2011 that were odd and fun facts. These were statistics that I used to help build my argument and provide an insight as to the impact of social media.

Durham, Meenakshi Gigi, and Douglas Kellner. “Quentin Tarantino’s Star Wars?: Digital Cinema, Media Convergence, and Participatory Culture..”Media And Cultural Studies, Keyworks. Ed. Henry Jenkins. Malden, MA: Wiley-Blackwell, 2006. 549-576. Print. <;.

Henry Jenkins article on the two different types of media divergence as well as the concept of participatory culture as it all relates to digital cinema. The mean of this message is also able to be compared with that of social media.

Kurt Badenhausen, Forbes. 14 Feb. 2013. New York.

Nike Sales information that I used to help provide sales data regarding shoe sales. This data was useful in my segment of discussing Michael Jordan and his past and future impact on the sneaker world.

Pat Moran, General Sentiment. 17 June 2013. New York.

Twitter Sentiment information that helped proved LeBron James’ climbing popularity in social media circles.

Kristen Lambert, Administrative Assistant,, December 11, 2013

Ben Morse, Advertising Assistant, 603-568-7780603-568-7780, December 11, 2013

Posted March 24, 2014 by coreydupree09 in Uncategorized