TigerTag blog
26th
Timing is Everything
Funny thing, timing. Sometimes it works for you, sometimes against you…and in some cases, it’s just hard to tell.
We launched TigerTag, the world’s free online lost and found, right around the time when another Tiger happened to be in the news. The other Tiger also had a Tag - in his case, sponsorship of a luxury watch brand. And according to just about every news source, he engaged in activities that some folks referred to as, well, “tagging.”
So what’s the point? As CMO of TigerTag, I’m always interested in how unpredictable events like this impact marketing. Celebrity sponsorships are always a roll of the dice. As we’ve seen time and again, no one’s perfect.
Two weeks ago Accenture decided Tiger Woods is not the role model for its brand. Tag Heuer initially announced its support, but evidently time is no longer on Tiger’s side: last week, Tag dropped the embroiled celebrity, in favor of Leonardo di Caprio. Perhaps Leo will more faithfully represent the brand’s values. Of course, only time will tell.
And us? Well, we sure saw a spike in traffic and interest, and we’re just happy to have been stumbled upon. Timing is everything.
