These Boots Are Made For Talkin’

Paul Brogan, a “sports rapper” from Tacoma connects with young men via his videos. Turns out, Timberland wants some of that action, so the sportswear company constructed a sponsorship deal on MySpace.
PAUL BROGAN – MLB WORLD SERIES RAP

According to Brian Morrissey of Adweek, Timberland’s partner MediaHub spoke with the top video destinations, YouTube and MySpace, but chose a MySpace program because it offered more than the standard fare of options.

“I like YouTube as a vehicle, but I didn’t want to do a YouTube user-generated contest because I find that a big yawn now,” John Moore, director of ideas and innovation at MediaHub, said. “How many people have done that? It was novel two years ago.”
“All of the press and energy is around Facebook, and the reality is, in terms of advertising opportunity and scale, I’m as bullish on MySpace,” he said. “I don’t think they are getting the credit they deserve.”

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.