Exam 45: Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

YouTube uploads of the halftime show provided a source of feedback for the marketing people of the Boston Blazers.

For most organizations,publicity is intended to win good will and manage crises.So why did the Boston Blazers public relations people on the field allow for such risky behavior?

The viral YouTube videos of the lap-dancing incident were cleverly exploited by the Boston Blazers.

Let's say,for the sake of argument,that the halftime lap dance was intended because it looked little different from what cheerleaders choreograph anyway.What role did the cheerleaders play and mascot play in the communication process?

If the lap dance had only been intended to titillate rather than market the Boston Blazers,what was social media's role?

The YouTube uploads provided both product placement and reason for crisis management.

More people attended subsequent Boston Blazer games because the team had turned a sophomoric stunt into a competitive advantage.

When a company develops its product,it must communicate (i.e.,promote)the benefit to consumers.Does Doug Reffue's Facebook posting (and free ticket offer)meet that criterion?

Although not intended for a wider target audience,the lap dance controversy did accomplish the major tasks of promotion in the highly competitive Boston metro market.Which of the following would be an exception?

The lap dance had a national audience and it can still be found on the Internet.For the NLL,what its affiliate team did was achieve the lowest cost per contact of any kind of advertising.What is the most likely reason for not trying to do these kinds of shock-value stunts more often?