In the April 2006 Premium Spotlight we feature the idea of producing a celebrity bobblehead doll, in lieu of using a player of mascot.
In the process of researching the concept Chris Peace with the Gwinnett Gladiators shared his thoughts and experience from their now world famous Runaway Bride bobblehead.
Gameops.com: What steps did you take to make sure you legally could present this bobblehead?
Chris Peace: First, we probably should establish a bit of context – this item was designed purely as a publicity “stunt” rather than to function as a traditional sports marketing promotion. Bottom line, our intent was to capture the attention of the Atlanta-based media, which is focused nearly exclusively on the major-league franchises of this market, including the NHL Thrashers (our parent affiliate).
No whining – it’s just simply a fact that a minor league hockey franchise here in Atlanta is not granted the essential routine coverage by newspaper or broadcast television and radio outlets for dissemination of scores/highlights, upcoming game date awareness standings, etc., which is in stark contrast to comparable coverage provided to equivalent ECHL franchises based in smaller markets. We certainly spend more on advertising than a majority of teams in our league – but advertising is only a part of any sports marketing plan, and media exposure is an extremely vital component. We certainly can’t complain - ultimately, the benefits exceed anything available in a smaller market if we are successful in cultivating and enhancing our media relations potential here. (For perspective, Gwinnett County comprises the expansive northeastern suburban sprawl of Atlanta, somewhat analogous to what Orange County is to Los Angeles.)
As far-fetched as it may sound, a primary factor influencing the initial “idea” and subsequent decision to develop this promotion in the first place would be directly attributable our President/General Manager Steve Chapman’s keen sense of humor (some might say his Irish heritage) and our overall promotional philosophy of: a) fun, b) fun, and c) fun.
In order to research whether this admittedly “crazy idea” could be legally presented, we consulted numerous legal resources to consider the issues – celebrity likeness laws in particular. Parties associated with the saga/media phenomenon had previously sold the rights to their story for a widely-publicized $500,000 sum, but (contrary to several published media reports), we were not advised that any individual was “fair game” as a result. It may be technically correct, but it is not entirely accurate or reflective of our organizational mind-set. We were absolutely determined that the promotion would be conducted in a professional manner. It was undoubtedly audacious and outrageous, but certainly not reckless or irresponsible.
Instead, the item was purposely developed and intentionally designed to exploit the worldwide media phenomenon rather than an individual. The original saga unfolded literally in our backyard. While it may be a sad indictment of our culture, Duluth and Gwinnett County, Georgia were “ground-zero” for arguably the biggest media sensation in years. “The Runaway Bride” is definitely our most famous local resident and an internationally recognized figure. (Interesting side note– Gwinnett County is named for Georgia representative Button Gwinnett, one of the original signers of The Declaration of Independence. Very few local residents are even aware of that. “The Runaway Bride” is certainly much more famous than the county’s own historical namesake.) Gwinnett is part of our identity – and half of our business name. What other team could have justified such a publicity stunt in light of the inherent risk of litigation? None would have even considered it – we were uniquely fortunate to have an exploitable phenomenon available to us.
Eventually, the underlying legal risk associated with the promotion became a side-issue – we accepted that a slight vulnerability existed relative to interpretation of celebrity likeness/infringement laws. However, we had never intended to offer for purchase or sell the bobbleheads for profit. As a giveaway item, they posed the potential financial threat of compromising the cost of production for the dolls vs. significant exposure gain. A consensus of opinion had formed that the possibility of litigation was negligible since “celebrity” status in this instance had been attained as a result of significant infamy and notoriety. The broader concept of the “saga” or “phenomenon” itself was considered exploitable – and we were not intending direct financial gain as a result of marketing a resemblance/likeness or usage of name. In effect, consistency in both intent and execution were key the factors in reducing the vulnerability/risk. And although no thought was ever given to stocking them in our official merchandise inventory, I must admit we were tempted – er, intrigued when they were selling for $100 on e-bay …
Several important steps designed to lessen the potential for litigation were considered and implemented from the start:
a) The head of the doll was selected from generic inventory from the vendor. No attempt was made to create a caricature figurine with facial resemblance. (We flatly rejected incorporating a rather unflattering distinctive facial characteristic associated with the actual individual – commonly referred to as “bug-eyed” – so that the item would not be interpreted as have been intentionally demeaning, humiliating or embarrassing in design.)
b) We incorporated “World Famous Runaway Bride” as a title on the base so as to prevent any perceived trademark/copyright infringement relative to “The Runaway Bride” motion picture, etc.
c) We billed the promotion as “Runaway Bride Any Similarity To Actual Persons Is Unintended And Purely Coincidental” Bobblehead Doll - a rather blatant, overt comedic disclaimer element so as to strengthen the humorous and lighthearted nature of the stunt. However, it was also a necessary proviso and functioned in a dual role as an additional precautionary technique.
d) We prefaced media interviews with a firm privacy request for the individual/s associated with the original events so that our promotion would not become a nuisance or bother. In order to assure this sort of ancillary contact would be lessened, we delayed our major promotional release/”media blitz” activities until the Thursday preceding the Sunday game date.
e) We polled numerous civic leaders for their reaction – not a single negative comment was received.
Gameops.com: Were you contacted by anyone from the actual Runaway bride regarding this?
Chris Peace: Atlanta is a big city, but suburban Duluth is basically a small town. A member of our management staff has maintained a long-standing relationship with an individual (to remain nameless) in the immediate family. Albeit unofficial, off-the-record and non-binding, this furtive line of communication allowed us to confidently execute the promotion because we had a source of partisan reaction and an “insiders” perspective for feedback throughout the process.
Gameops.com: What was the reaction from your fan base?
Chris Peace: Overwhelming positive – the line began forming at 10:30am for the 3pm “Doors Open”. Fans are still amazed at the extraordinary value assigned to them and the instant status of the bobblehead as highly sought-after, bona fide collectors item. In the weeks following the giveaway, we’ve received several celebrity inquiries (Sir Elton John is an avid bobblehead collector – who knew?) and the front office has been deluged with requests from family, colleagues, and sponsors. Sadly, it took a 5-inch figurine with a spring in its neck for me to realize how many close personal friends I truly have …
Gameops.com: Any good stories from that night’s giveaway?
Chris Peace: - We had a couple that stand out.
As the introduction was made announcing the special VIP guest to drop the Ceremonial First Puck, a lone figure came walking down the tunnel onto the ice – a gaudy, brightly multi-colored blanket over her head … it was the mayor of Duluth, GA, Shirley Lassiter.
During the 1st Intermission, we conducted a special on-ice contest where male fans participated in “The Runaway Bride Relay” featuring the following items at “stations”: 1) Bridal gowns (purchased from Goodwill – really had hoped they would’ve donated them for the ultimate irony effect …); 2) Bridal veils; 3) Hockey sticks from one of our star players (“Something Borrowed”); 4) Blue garters (“Something Blue”) – capped off with a pair of high-heels before dashing back down the ice to the red line/finish line.
Finally, As I was exiting the building just after the game was over, the Zamboni driver told me that an acquaintance had e-mailed him via Blackberry that several dolls were already for sale on e-bay.
Gameops.com: Did this boost attendance?
Chris Peace: Negligible attendance increase for that specific game date, but it certainly has had its intended effect relative to local media exposure/attention since the promotion – particularly with respect to ancillary coverage of the franchise as we approach the playoffs.
All four Atlanta-based affiliates covered it day-of, and day-after. The sheer volume and worldwide scope of the subsequent media coverage was absolutely stunning, with verified media polling “hits” on ABC’s “Good Morning America”, CBS “This Morning”, CNN Headline News, Fox News Channel, CNBC, ESPN/ESPN News, and Fox, ABC, and CBS network affiliates nationwide. I’ve received reports that the story aired in Japan, Canada, and Australia. In addition, our management staff conducted a collective total of 44 radio phone/interviews from as far away as Reno, NV.
Then there’s the print media coverage in newspapers via AP wire, not to mention magazines. And then there’s that whole internet thing … it was referenced on IndiaTimes.com.
Thanks to Chris and the staff at the Gladiators for sharing some of their experience with our readers. Needless to say they struck a chord with their fans and the media with this promotion, and the carefully weighed the pros and cons, and their experience hopefully with help more teams who want to pursue promotions of this nature.
Chris Peace Bio
Chris begins his 13th season in professional hockey. In addition to serving as public address announcer, Chris is responsible for coordinating the Gladiators game presentation operations and is responsible for production management of team marketing and advertising. He has nearly 20 years experience as a sports marketing consultant and PA Announcer in hockey, baseball, football, basketball, boxing, and motorsports. Chris is also a freelance film/video producer and narrator, and the voice of numerous television and radio commercials. During the development of the Space Shuttle program in the 1980's, Chris worked as a writer/producer for NASA with Rockwell International. He is also a former television news anchor, sportscaster, and disc jockey.
Source: Gwinnett Gladiators web site- Gwinnett Gladiators web site
- The Gameops.com Premium Spotlight Celebrity Bobbleheads
- Bobblehead Premium Spotlight on Gameops.com
- Interview with Peter Sorcoff with the Atlanta Thrashers
- Runaway Bride Back at Home Fox News
- MSNBC Story: Runaway bride bobbleheads vanish quickly
- See the CNN Story: Runaway bride dolls disappear as quickly as she did
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