I have this thing about challenges; I love them. And I certainly got one in early 2011, when our Dallas marketing firm was asked to find a way to use the Super Bowl to get attention for a client that is an outplacement services company. The campaign we put together is an annual reminder that media relations efforts still are extremely valuable when they convey ideas that are new, timely and interesting.
Sanjay Sathe is the CEO at RiseSmart, which helps get laid-off workers into their next jobs as quickly as possible. He gets the credit for suggesting tying the company to a Super Bowl angle. In thinking about RiseSmart’s role in combating unemployment, we wondered whether there was a correlation between jobless rates and the Super Bowl. Sure enough, we found a study by an economist from the Federal Reserve Bank in Chicago that uncovered an unexpectedly strong correlation: In four out of five Super Bowls during the period studied, the victors were from the city whose metropolitan area had the lower unemployment rate.