U Prepares to Lay Down Laws

Jeff Metcalfe
The Arizona Republic
Jun. 10, 2006 12:00 AM

You'll start to see the billboards in a week and immediately wonder: What came first, Man Law or Sun Devil Laws?

Steve Hank, Arizona State assistant athletic director/marketing, can't say for sure but promises that the advertising campaigns are a case of minds thinking alike and not imitation.

Man Laws, as anyone watching even one quarter of the NBA playoffs knows, are decided by the Men of the Square Table. Guys like Burt Reynolds, Jerome Bettis and Ty Murray, who while drinking Miller Lite consider such questions as when it's OK to date your best friend's ex-girlfriend. Their decisions are recorded by an ancient scribe, cupping hand to ear to hear the conversation.

Sun Devil Laws push ASU athletics and are the next phase of a three-year Pride in the Desert advertising campaign.

"Pride in the Desert still is going to remain our brand and will be on everything we do," Hank said. "We're creating Sun Devil Laws to apply not only to our teams but our fans as well. This is a participatory environment, and we want home-field advantage. During the USC game last year, we could feel the field vibrate. That was an amazing experience for everyone and the true passion of college football at its finest."

Hank expects 150-200 Sun Devil Laws to be rolled out during the 2006-07 school year. Some were written internally, others with the help of an advertising agency, the Lavidge Company. True Story Films, whose in-arena and TV ads in recent years are familiar to ASU fans, also is involved.

"They're all unique," Hank said of a campaign that will extend to TV, radio, newspaper and fliers. "We want people to be wondering what's this week going to be and interacting with the laws."

Final numbers have yet to be assigned to the laws, some of which could include:

• Honor those who came before you.
• Anyone can be a champion. Few are.
• Scare the opponent with the size of your heart.
• When opponents look you in the eye, they see a winner.
• 4,000 passing yards to Pasadena.
• Wanted: Lunatic, face-painting, 110-degree-loving fans.

Hank also is proud of recent online marketing efforts, including a video showcasing Sun Devils football history in black and white, then switching to color photos of the current team. The video can be viewed at www.asuathleticsmarketing.com/history.

As for Man Law vs. Sun Devils Laws, Hank believes that any buzz is good buzz.

"As long as we end up with more people in the seats, I'm all for people talking about it," he said.

Original article posted at:
http://www.azcentral.com/sports/asu/articles/0612asumarketing0613.html