Using Celebrities

I love when a team uses a celebrity in-game….and I am not talking about a scoreboard crowd shot, that’s the simple short cut.  I am talking about engaging them and opening a door for them to do something.

A lot of teams shy away from this, since they often feel like asking someone to do something is a bother and they just want to be left along.  That may be the case, but in most cases celebrities understand what a simple gesture to the crowd can do for them.  A well thought out bit that showcases the celebrities persona or enhances their status isn’t you asking them for a favor, it’s you offering an opportunity.  It’s a win win….or it should be.

At game 4 of the NBA Finals Magic fans spotted Hulk Hogan among the many celebrities in the crowd.  When they chanted his name, he was given the opportunity to hit center court at time out for his pose down routine.  Hogan stoked the crowd.  The Magic benefited and Hogan benefited.  Win win.   All it took was a quick pre-game call to set it up with Hogan who was already planning to attend.

Part of this success is from making the stars look good.  Shine the light on the star and make them the focus, building on who they are and their persona.  Understanding what they need will help you open doors to getting them involved.  Comedians want the chance to be funny, rock musicians want to look like they leading a party, politicians like to get their names out and look like they are campaigning….and aging ex-wrestlers like to flex (apparently).

I can think of one local sports star here in Cleveland who will do just about anything as long as he comes off looking like he’s a big star.  Knowing that, he’s a phone call away to do just about anything.

Tips:

• If you have a ticket rep who is working with the celebrity for ticket access they are a good starting point for an introduction or for making the “ask”.   If you are getting them prime seats, that should at least open the door to enable you to make your pitch.
• Customize it.  The more you build it around them the more inciting it will be.  If its a bit that would be interchangeable with any other celebrity in the crowd its easy for them to defer.
• Be sure to be thankful for the opportunity to even pitch the idea ….and be sure to tell them how much your fans will love them being involved.  After all, being a celebrity is literally built having people appreciate them.

So the next time a celebrity graces your gates, brainstorm how you can move beyond a crowd shot and see if you can get them involved.  You may not get every star to play along, but you will get good at creating fun ways to work them in so everyone wins: You, the star, and your fans.

–Cudo

Also see:  Our Interview with Bart Rogers on Using Celebrities to Draw Fans

Jon Cudo is the Editor of Gameops.com and a 21-year veteran in game presentation and the most tenured mascot in team sports. His blog covers everything from game night promotions, site news, mascotting, book reviews and more. Cudo's blog appears twice a week on Gameops.com.
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Tags: celebrities, hulk, orlando magic