Friday, May 14, 2010

A spectacular bid that falls short.

OK. The Preakness is this weekend. For years the infield was a drunken brawl, more or less. Then for a year or two they tried to clean it up and now it's back to all-bets-are-off. $20 for all the beer you can drink.

Some debate around about whether that's a good idea or not.

(Read more about it here. Love this line in the story: "Given that Pimlico's gates open at 8:30 a.m. and the race won't start until 6:18 p.m., the bottomless beer mugs may represent the biggest bargain in sports history or the most ill-advised. "

Personally, I think the infield at The Preakness is supposed to be a drunken brawl. So I'm OK with it. But this post is more about the ad campaign around the Preakness anyway.

It's a "controversial" campaign (or so says the Baltimore Sun) built around "Get Your Preak On." Billboards (one is here), broadcast and a web site where you can (wait for it . . . ) "Get your Preak on!"

Get it? Preak / Freak / Preakness? Get it? Huh? Do ya?

Honestly, I don't think it's in poor taste or controversial. (Read more about it in the Baltimore Sun if you want.) Given the approach to beer sales, it appears that the Maryland Jockey Club wants to make this a freak - er, Preak - show. Fine by me. But the ad campaign just, well, how do I say this? Isn't very good.

I mean it's kind of sort of close. But it misses the mark somehow. I woulda said go back and try again.

Tracy said" "But look who they are targeting with the $20 beer." She's probably right, but still. Your client is the Preakness and this is the best you can do?

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