Competitive Edge - Sports & Entertainment Marketing News

See Robinhood do damage control in Super Bowl ad aimed at small investors


“You don’t need to become an investor,” says the narrator of Robinhood’s new Super Bowl commercial. “You were born one.” It’s an optimistic message coming from a financial services company that’s taken a whole lot of heat lately.

A Super Bowl ad is a big, expensive marketing move for Robinhood as it looks to spruce up its image. The spot will give the company a chance to portray itself in a positive light to millions and millions of NFL viewers on Sunday.

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Discussion Questions:

  1. What is publicity?
  2. Why do you think Robinhood has received so much negative publicity in the last few weeks?
  3. What is crisis management?
  4. Why is crisis management an important function of sports and entertainment communications?
  5. Why might a crisis management strategy be important to Robinhood right now?
  6. How is Robinhood utilizing the Super Bowl as part of their crisis management strategy?
  7. If you were a PR professional working for Robinhood, how would you handle the company’s current position from a publicity perspective? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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