It is amazing how serendipity and luck always seem to occur just when you least expect it. It didn’t take long for savvy observers to note that the two Super Bowl teams – the Seahawks and Broncos – are headquartered in states that have made pot smoking legal. As we gear up for the “Big Game” (or perhaps we should rename it “The Cold Bowl”), here are some thoughts about weed, media, and being in the moment.
As George Takei – Mr. Sulu himself and a great tweeter in his own right – observed, this might not be just any Super Bowl:
There will be more of this over the next couple weeks, especially turbocharged by the late night talk show monologues where this story is great fodder for running jokes.
But from a marketer standpoint, there is serious opportunity here, so it’s not surprising that fast companies are already jumping all over the “stoner strategy.”
NBC News Business calls it “wooing the weed crowd,” and fast food brands from Taco Bell to Denny’s to Carl’s Jr. to Jack In The Box are seizing on the opportunity to capitalize on late night munchies to sell more chow – and more importantly, make that connection with a segment of their audiences.
Spirit Airlines is marketing to weed smokers, too. They have a long history of using topical news stories (remember the Anthony Weiner inspired ads?) to sell airplane tickets – and to differentiate themselves from the other air carriers.
Part of the opportunity has to do with real-time. So it may not be long before we see Cheech & Chong hawking all kinds of products and services that are somehow connected to smoking weed.
And for radio, there may be opportunities, too. Aside from spot advertising in states where pot has been legalized, parody songs, humor and bits, and the acknowledgment that the laws, mores, and the culture are changing is part of the production package that can keep radio stations sounding fresh. And morning shows sounding relevant. Of course, the legal department will have something to say about all of this, too.
In the same way that TV broadcasters find it confining to compete against a cable industry that has no content rules, radio has some of the same challenges from SiriusXM and other channels. It is essential that radio be as real-time and real as possible, incorporating the zeitgeist of the moment into programming, production, parodies, and bits.
Don’t bogart that opportunity, my friend.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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gotta love it when the media talks about the good ol ganja! Maybe it’ll lead to some legalization of the world’s most harmless and fun plant!!!
Saw this awesome shirt online yall should check it out!
https://www.pinterest.com/pin/58757970112654798/
It looked to me like the Broncos might have sampled the good the night before. Very one-sided game, but strong economic potential for both states.
That isn’t lost on us at Acid Flashback radio. We’ve even tossed in a few movie clips from Fast Times at Ridgemont High, Animal House, and Caddyshack. Bring it on, there aren’t any “no smoking” rules on our station.
Steven, you guys may be ahead of the curve. Rock on, dude.