On March 4th, in an epic 15-lead change game, UNC defeated Duke 90-83. As roused college students rushed Franklin street and celebrated by jumping over fires, the dominant hashtags for the night became #ceilingistheroof.
What, why?
During halftime of one of the greatest rivalries in sports, Hall of Famer and UNC star Michael Jordan returned to his alma mater. His intent was to announce a Jordan brand partnership with UNC football. But his speech, well uh, it could have gone better.
And mic drop…awkward silence…giggles of confusion…the crowd then erupts in cheers for this sports icon, in spite of his less than flawless finish.But, I mean, did he mean to say that? The sky is the limit? Raise the roof? There’s no ceiling for this team? Reach for the stars?
It’s still unclear.
Here’s the result of this gaffe:
- Articles in the NY Daily News, Washington Post, CBS Sports and more…
- A new t-shirt added to the Jordan Brand collection “Ceiling. Roof. Goat.”
- Buzz about MJ – the value of which cannot be underrated
What can we learn from this whole debacle?
Own your oops
These are what makes you human and sets you apart from other organizations. Irreplaceable, unreplaceable moments that make you. Your organization is an organism – alive and dynamic. Showcase that. Because at the end of the day, people give to people. The more you can humanize your organization’s brand through your marketing, the more connected people can and will become with your organization and the people within it.
Humor is a shared language
Who doesn’t love a good laugh? Does it ever amaze you that funny cat videos show up on your Facebook feed more than articles of substance? People simply love humor and find funny quips worth sharing, joy worth spreading. The beauty of it is there’s nothing controversial about humor. So find ways to capture the comical moments in your organization and share them with the world.
BONUS: If you’re a Tar Heel, enjoy the simple delight of this clever site (that uses humor well) — diddukewin.com
Experiential marketing for the win
Live sports can control the market because at this point, they’re one of the only things on TV that is well, live. You don’t want to miss a moment. Anything could happen. The suspense is captivating. And viewers are a part of the moment. They’re experiencing the sport with all the other viewers.
Facebook live and Instagram live are tapping into the “right now,” exclusive, join the moment mindset. These two “live” platforms are projected to grow substantially in 2017 and the backend social media algorithms are supporting that through prioritizing live video to the top of your feeds. It’s raw, it’s unfiltered, it’s spontaneous and it’s LIVE.
How can you invite viewers to experience your organization and be a part of something bigger than themselves? The good news is, even if you mess up and say something silly, you can always make a t-shirt of it ☺
Market on, nonprofits. And remember, the ceiling is the roof!
– Cate McLeane, Director of Client Relations
