Clooney, Timberlake, and.....Danica?

As a result of her 8th place finish at the 2013 Daytona 500, Danica Patrick earned an impressive $357,464. Not a bad day's work I'd say.

However, the financial benefits of Patrick's performance in Daytona last month extend far beyond the prize money. Her performance in the GoDaddy-branded "10" car has apparently raised her marketability considerably. So much so that her rating on The Marketing Arm's "Davie-Brown Index" --- which "determines a celebrity's ability to influence brand affinity and consumer purchase intent" --- rose 30 spots. To provide a better landscape for her rating, Patrick now sits between George Clooney and Justin Timberlake, yes that George Clooney and Justin Timberlake.

In other words, Danica Patrick has every bit the endorsement potential as Clooney and Timberlake.

For those doubting Patrick's value to sponsors, just consider the ROI for GoDaddy, one of Patrick's most visible endorsers. According to Repucom, GoDaddy received over 20 minutes of screen time throughout the Daytona 500, which has an approximate media value of $2.9 million dollars. To put in perspective the significance of Patrick's move to NASCAR, GoDaddy received only $1.5 million dollars in media value during her entire last season of IndyCar.

More impressive may have been Danica's social media impressions. In the week leading up to Daytona, which included Patrick becoming the 1st woman in NASCAR history to win a pole position, she received over 971 million impressions on Twitter.

Not a bad day's work indeed.

Friendly Fire

"You can please some of the people all of the time, you can please all of the people some of the time, but you can't please all of the people all of the time."

 As brands seek out new audiences, they often risk abandoning their most loyal clientele, whether it be members, partners, or fans.

 It is no secret that college sports fans are incredibly passionate about their universities. However, Arizona State University President Michael Crow may not have anticipated the extent to which this fervor expands to all walks of the game-day experience, including even the appearance of the school's mascot, "Sparky."

Collegiate athletic programs have recently taken significant actions to engage their alumni base. Marketing departments have begun polling fans on issues such as game times, uniform design, and even food items sold within the concourse.

 Some, such as the University of Mississippi have even staged votes to determine the school's new athletic mascot. This, as it turns out, could have provided Arizona State with an invaluable lesson.

 Whether it is because of the national television appearances or the pep rallies, people really do care about their mascot. Why else would the University of Michigan have eliminated their own costumed mascot, which the school's proud alumni passed off as looking like an angry badger?

 In an effort to appeal to the next generation of Sun Devils fans, the Arizona State changed the appearance of their mascot "Sparky," who appears at many of the school's athletic contests. In order to do so, the school even consulted with the good people at Walt Disney Co., and asked what features make a costumed figure more "kid-friendly."

 What they overlooked, however, was the effect that this change would have on the school's fans, students, and alumni around the world. There has been a substantial outcry from this fan base, who feels that the "new Sparky" is too superhero-like and marks too dramatic of a change from the traditional character. In fact, ASU students have even started an online petition protesting the new costume.

 To be clear, the Arizona State logo will not be altered. Nevertheless, the students feel that the mascot represents a significant part of the school's brand, thus bringing up one of brand marketers' biggest challenges: How do you attract new audiences without disappointing your existing base?

Degree Does More

Unilever brand Degree is launching a new campaign featuring several of their most visible endorsed athletes. For the first time in memory, Degree Men and Degree Women are attached in the same marketing campaign, one which focuses on the famous individuals outside of their chosen field.

The ad campaign is interesting in that it highlights athletes such as New York Knicks' forward Carmelo Anthony and US Women's Soccer Player Alex Morgan, but gives little mention to their successes on the court or the pitch. Instead, it features Anthony boxing and Morgan surfing. In doing so, Degree showcases the stars' efforts to stay fit and active outside of their paid jobs.

Degree's other commercials feature Oklahoma City Thunder Forward Kevin Durant cycling and US Olympian Lolo Jones bobsledding,

With the tag line of "Do:More", Degree challenges the public to push themselves further. The campaign aims to appeal to individuals who participate in the same activities as these superstar athletes. As exercise and healthy living receives increasing emphasis from educators, parents, and politicians, this ad pushes the public to "do more." With more and more people participating in endurance events and cross-training than ever before, the timing could not be better.

Unlike so many of the million dollar ad campaigns which laud the athletes as larger than life, Degree allows viewers to relate to their heroes. If one-name stars such as Carmelo and LoLo can trust Degree products in their own workouts, then the average New York Sports Club attendee can as well.