Best Gift Basket Ever! Oakley, Apple and NASA Cash in on Chile Miners’ “Care Package”

I guess there is no limit to opportunistic brands.  I wonder how many would be there if it hadn't ended so well.  A pair of Oakley's on a dead guy wouldn't look as good as a joyful rescued miner!
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If you thought that the rescue of 33 Chilean miners who were trapped for 69 days 2,300 feet beneath the desert at the San José Mine in Copiapó was all about, well, the miners — you’re wrong! Every crisis is a branding opportunity for someone, and this was no exception.
Oakley gave the men sunglasses to protect their eyes from the sun when they emerged from the dark.
Apple (AAPL) sent them iPods to protect their ears from, er, la cueca, the traditional handkerchief dance performed at every important Chilean occasion. Or something.

As such, the miners’ “care package” is probably the most effective promotional gift basket ever devised. Front Row Analytics, a sponsorship evaluation firm, told CNBC that Oakley received in the region of $41 million in equivalent advertising time from the publicity surrounding its $180 glasses.

It’s a matter of time before some of the miners start new careers as product endorsers, according to BusinessWeek:

Oakley’s best exposure so far has been from “Super” Mario Sepulveda Espina, the second miner who came out whose fired up attitude has been replayed over and over again throughout the world.

Also executing successful product placements were:
UPS: used its blog to tout its role transporting rescue equipment to the site.
NASA: made the “Phoenix” rescue capsule in which the men were lifted to safety.
Zephyr Technology: made the straps holding the men inside the rescue capsule.
Layne Christensen: made the drilling equipment that reached the men. Layne vice president David Singleton made an appearance on CNBC today to talk about that.
Murray & Roberts: A South African company that made one of the unsuccessful drills for the men.
CBS Interactive’s BNET.com: which commissioned this list of branding opportunities.

http://www.bnet.com/blog/advertising-business/best-gift-basket-ever-oakley-apple-and-nasa-cash-in-on-chile-miners-8217-8220care-package-8221/6189?tag=drawer-container;load-section-river