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Celebrity Marketing
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Celebrity Marketing

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  1. Celebrity Marketing Valuable Dead or Alive

  2. Marketing Celebrities is Big Business • The “Cult of Celebrity” has gained real power in the US for many reasons • Accessibility, reality TV, information available on the web, and the need to escape everyday life

  3. Valuable Dead or Alive • Corbis, a digital imaging company founded by Bill Gates, owns the rights to images of: • Andy Warhol, • Albert Einstein • Steve McQueen • CMG Worldwide owns the images of: • Marilyn Monroe • Babe Ruth • Jean Harlow • Rosa Parks

  4. Forbes Top-Earning Dead Celebrities • The estates of celebrities on the Top-Earning Dead Celebrities list collectively earned $247 million in 2006 • A star needed to make at least $7 million to be on this list • Kurt Cobain • Elvis Presley • Charles M. Schulz • John Lennon • Albert Einstein • Andy Warhol • Dr. Seuss (Theodor Geisel) • Ray Charles • Marilyn Monroe • Johnny Cash • J.R.R. Tolkien • George Harrison • Bob Marley

  5. News and Specialty Sites Cash in On Celebrity Death

  6. The Death of Michael JacksonNews, good or bad, is an opportunity • Pepsi changed current marketing to tie to Michael’s death • Fellow artists trying to capitalize on Michael’s death • Other Businesses Tried to Benefit Directly • Rhapsody and Amazon both set up sites where customers can buy tracks and albums of all of Michael’s music • Bing Travel Team established a travel guide called ”Remembering a Thriller: Places to Pay Tribute to the King of Pop” encouraging people to travel to these locations

  7. Do Celebrity Events Get Attention? • News of Michael Jackson’s death caused severe internet traffic • Servers and systems on some sites pushed to their limits causing multiple sites to go offline • Google describes the traffic as "volcanic.“ • Contrary to some reports the internet did not reach the highest traffic levels ever • The total load on the internet was about half that of Obama’s election win

  8. Top 10 Yahoo Searches of 2008 • Britney Spears • World Wrestling Entertainment • Barak Obama • Miley Cyrus • RuneScape • Jessica Alba • Naruto • Lindsay Lohan • Angelina Jolie • American Idol

  9. Long Live the King of

  10. References • http://www.market-research-report.com/datamonitor/DMCM4607.htm • http://www.marketingcharts.com/direct/celebrity-branded-wines-thrive-in-us-market-3747/ • http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1330351 • http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp • http://www.theinsider.com/galleries/2304844_Farrah_Fawcett_1947_to_2009 • http://www.msnbc.msn.com/id/31571590/ns/business-us_business/ • http://www.mediabankers.com/PDF/DeSilva%20+%20Phillips_Celebrity%20Media_%20White%20Paper%203_09%20--%20by%20Ken%20Sonenclar.pdf