As ESPN’s new senior VP of marketing, Carol Kruse is taking “This Is SportsCenter,” its satiric ad campaign, beyond TV to include fans’ ideas and online parodies. She’s also launching a Facebook game that has users run a virtual sports bar. “Marketers like puppies,” Kruse says of those who delight in new campaigns, then drop them. But social media is like having a dog. “Every day it’s ‘How do I engage with my fans?’ “
Kruse and Dave Coletti talk about their strategy for World Cup 2010 (top), and a SportsCenter spot with Amare Stoudemire (below).
I think the most creative people are children before they’ve been told what they can and can’t do. When my son would get a Lego set, I’d watch him make the most amazing things that were in his head. Of course a plane could have three wings. That to me is very inspiring.
Do you have a ritual for getting out of a rut?
If I’m blocked, I cycle. It’s both social and solitary. I’m usually riding with other people if I’m riding 35-40 miles. I can let my mind go. There are no interruptions, no stimuli. No kids needing me, no co-workers needing me. I’m not on a plane with a gazillion people. I’m outside. That’s something I do every weekend. It’s good to sweat and think and get your heart pounding. You get in the zone, and you have these little A-ha! moments.