{"id":18767,"date":"2010-10-13T20:58:31","date_gmt":"2010-10-14T03:58:31","guid":{"rendered":"http:\/\/www.boardistan.com\/?p=18767"},"modified":"2010-10-13T21:08:55","modified_gmt":"2010-10-14T04:08:55","slug":"oakley-sees-marketing-gold-in-mine-disaster","status":"publish","type":"post","link":"http:\/\/www.boardistan.com\/?p=18767","title":{"rendered":"Oakley Sees Marketing Gold In Mine Disaster"},"content":{"rendered":"<p><a href=\"http:\/\/www.boardistan.com\/wp-content\/uploads\/2010\/10\/chilean_miner3_200.jpg\" onclick=\"window.open('http:\/\/www.boardistan.com\/wp-content\/uploads\/2010\/10\/chilean_miner3_200.jpg','popup','width=200,height=150,scrollbars=no,resizable=yes,toolbar=no,directories=no,location=no,menubar=no,status=yes,left=0,top=0');return false\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.boardistan.com\/wp-content\/uploads\/2010\/10\/chilean_miner3_200-tm.jpg\" height=\"150\" width=\"200\" border=\"1\" align=\"right\" hspace=\"4\" vspace=\"4\" alt=\"Chilean Miner3 200\" \/><\/a>While the rest of us were simply praying the 33 men trapped in a Chilean Copper mine would survive, <strong><a href=\"http:\/\/www.oakley.com\/\" target=\"_blank\">Oakley<\/a><\/strong> appears to have lucked into a marketing bonanza.<\/p>\n<p>According to a statement from Oakley, a Chilean journalist apparently recommended the company&#8217;s eyewear to a Chilean private health insurer. The insurer called Oakley and Oakley responded by donating 35 pairs of Radar With Black Iridium lenses, according to a story on <strong><a href=\"http:\/\/www.cnbc.com\/id\/39650306\" target=\"_blank\">CNBC.com<\/a><\/strong>.<\/p>\n<p>Now, thanks to all the images of happy rescued miners rocking Oakley, the company has gotten world-wide branding on an enormous scale. The sponsorship evaluation firm of <strong><a href=\"http:\/\/www.frontrow-marketing.com\/analytics.aspx\" target=\"_blank\">Front Row Analytics<\/a><\/strong> figures the value of Oakley&#8217;s &#8220;protective eyewear&#8221; donation is worth about $41 million.<\/p>\n<blockquote><p><strong>Eric Smallwood<\/strong>, vice president of project management for the company, told CNBC that the company took into account the live coverage, the recaps and a rough estimate of the audience watching around the world. . . Front Row broke the exposure down by country. Oakley will get the most exposure in China ($11.7 million), $6.4 million in the United States, $898,000 in the United Kingdom and $703,000 in Chile. . . \u201cIt\u2019s a goodwill gesture that will turn into mass amounts of exposure for Oakley in a positive manner,\u201d Smallwood said.<\/p><\/blockquote>\n<p>How&#8217;s that for disaster marketing?<\/p>\n<p><strong>[Link: <\/strong><strong><a href=\"http:\/\/www.cnbc.com\/id\/39650306\" target=\"_blank\">CNBC.com<\/a><\/strong><strong>]<br \/>\n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>While the rest of us were simply praying the 33 men trapped in a Chilean Copper mine would survive, Oakley appears to have lucked into a marketing bonanza. According to a statement from Oakley, a Chilean journalist apparently recommended the company&#8217;s eyewear to a Chilean private health insurer. The insurer called Oakley and Oakley responded [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[10,12],"tags":[],"_links":{"self":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts\/18767"}],"collection":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=18767"}],"version-history":[{"count":4,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts\/18767\/revisions"}],"predecessor-version":[{"id":18771,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts\/18767\/revisions\/18771"}],"wp:attachment":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=18767"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=18767"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=18767"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}