How much earned media did Jordan Brand (and the other brands name dropped) get from this interview? As of 2/27/2010 at 7:07am at a $20 CPM (cost per thousand) factoring 25k+ views on Youtube, that factors out to at least $500 in earned media (free) for the Jordan Brand (and the other brands name dropped). This total is exclusive of the emotion that needs to be factored in by Drake wearing the exclusive Jordan sneakers in the video and emphasizing his existing relationship with the brand. Have you thought of how much it costs to manufacture and distribute the sneaker to Drake (and his team)? Not much. Moving on:
The formula for reference: Impressions x CPM / 1000 = Media Cost
I tried to tell people with Exhibit A, but most of yall didn’t want to listen. Now see what has started. My front runner brands to have partnerships with Drake in 2010 are, 1) Jordan Brand 2) Play by Comme des Garcons 3) Red Wing and 4) RRL (a dark horse as this is the first time I’ve heard Drake name drop the brand).
Oh yeah, Yo Baby Yo Baby Yo!
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