Right Guard Leverages Chris Paul to the Max...

Are you looking to benchmark ways to leverage an athlete endorser? Are you looking to create a new, captivating viral campaign?

Brands searching for ways to leverage athlete endorsers should look no further than Dial's Right Guard brand and its relationship with Hornets G Chris Paul. As the Official Deodorant of the NBA, Right Guard has done a tremendous job leveraging Paul as an athlete endorser to promote the company's association with the NBA.

Dial prominently features Chris Paul on Right Guard's product homepage among a variety of basketball-specific landing pages, including:

  • Chris Paul Page - Features video profiles of Paul's activities off the court as well as factoids of his performance on the court
  • NBA All-Star Game Promotions - Offers fans the chance to win a chance to play ball with Chris Paul and two of their friends (not to mention, win a trip to the NBA Finals) through the CP+3 Sweepstakes
  • Video Vault - Features an assortment of viral features
  • NBA Playground Page - Features interactive games soon to be unveiled

Right Guard recently launched a humorous, cost-effective viral campaign that should soon drive some buzz in the basketball world. The campaign, entitled "A Message from a Picture of Chris Paul", mirrors a popular skit once featured on the Conan O'Brien show. Check out some of the viral features below: