Ron Burgundy made an appearance at Roar of the Rings in Winnipeg on Sunday. Roar of the Rings is a women’s and mens curling tournament and Burgundy (Will Farrell) was used to create exposure and appeal to a new audience. Most will argue that curling is not the most entertaining sport and appeals to an older audience. Using Burgundy in commercials leading up to the event created a media swirl and hyped up the event. I found myself watching the event and to this point in my life, I have watched very little curling. I’m sure there were many people like me.
Burgundy’s appearance is great for the sport and the event especially with the quality and entertaining value he provided. It will be interesting to see how many more viewers tuned in than the average totals. Not only is the appearance good for curling, but Burgundys efforts will have a positive affect when the movie comes out this Christmas. While promoting the event, he was also promoting his movie by playing the character in real life making the agreement a perfect fit. The title sponsor Tim Hortons is also a benifactor from this because they are associated with the event and the added exposure is a bonus for them. One clip showed him enjoying a crueler and complimenting its taste and I am sure this was a planned skit.
Many questions can arise after this unique venture. Will curling gain more viewers, boosting participation levels? It will be interesting to see the true effect this had on the sport and the event. But, negatives can be drawn from this partnership. Having a high power celebrity there may have taken away from the sporting nature and created a gimmick. Some fans and maybe curlers may of felt like they were part of a sideshow and this could affect the true fans of the sport.
I think the partnership was creative and entertaining providing curling a larger platform then before. Some argue differently, but its decisions like this that are different and the most effective. Going forward I argue that more events will marketed using celebrity appearance like that of Burgundy, and this innovative partnership will be the start of the trend.
I will provide a link that shows the job Burgundy did at the event for all to enjoy!