Brands looking for new ways to leverage notable athlete endorsers should consider using them to support product launches at retail. With a tremendous amount of buzz surrounding the release dates of video games, DVD's, shoes, phones, and apparel, ample opportunities exist for brands to film the excitement of their athlete endorsers as they head out to select retailers at midnight to pick up the newest release.
For example, EA Sports could drive a significant amount of buzz around the launch of its Madden '11 title in the social media marketplace by secretly filming NFL players heading out to their local Best Buy store locations at midnight to pick up their favorite new game the night it is released. The virals would effectively show how athletes share the same excitement as fans when purchasing their favorite video game titles and could even detail their interactions with consumers at retail. After purchasing the game, EA Sports marketers could film players opening the packaging, running to their outlandish car in the parking lot, and playing the game on televisions mounted inside the headrests, even before they get home or have to head to training camp in the morning.
Check out a quick visual of how these virals could live - filming players as they head into the store, waiting in line to purchase the new release, stripping the packaging, sharing their excitement with fans, and playing the title for the first time: