Right Guard Leverages Chris Paul to the Max...
Wednesday, June 10, 2009 at 09:43PM 
Are you looking to benchmark ways to leverage an athlete endorser? Are you looking to create a new, captivating viral campaign?
Brands searching for ways to leverage athlete endorsers should look no further than Dial's Right Guard brand and its relationship with Hornets G Chris Paul. As the Official Deodorant of the NBA, Right Guard has done a tremendous job leveraging Paul as an athlete endorser to promote the company's association with the NBA.
Dial prominently features Chris Paul on Right Guard's product homepage among a variety of basketball-specific landing pages, including:
- Chris Paul Page - Features video profiles of Paul's activities off the court as well as factoids of his performance on the court
- NBA All-Star Game Promotions - Offers fans the chance to win a chance to play ball with Chris Paul and two of their friends (not to mention, win a trip to the NBA Finals) through the CP+3 Sweepstakes
- Video Vault - Features an assortment of viral features
- NBA Playground Page - Features interactive games soon to be unveiled
Right Guard recently launched a humorous, cost-effective viral campaign that should soon drive some buzz in the basketball world. The campaign, entitled "A Message from a Picture of Chris Paul", mirrors a popular skit once featured on the Conan O'Brien show. Check out some of the viral features below: