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The Charlie Sheen Stimulus
With T-shirts, designer cocktails and even medical marijuana, countless companies are starting to cash in on the outspoken actor and his colorful catchphrases. Winning!
Posted 3/ 7 11 at 6:30 PM | News, Business Trends, Advertising & Marketing, Sales, Online Business, Consumer Products & Services, Media, Retail, Inventions & Innovations, Show Business
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Is Charlie Sheen really winning? Despite news that he was officially terminated by Warner Bros. Television on Monday, the outspoken actor continues to ride a tidal wave of publicity that he -- and companies in a wide range of industries -- are starting to profit from.In response to the news of his firing, Sheen himself alluded to the earning potential that has come from the no-holds-barred media tour surrounding his personal life and subsequent suspension by CBS. "This is very good news," the now-former Two and a Half Men star said in a statement. "They continue to be in breach, like so many whales. It is a big day of gladness at the Sober Valley Lodge because now I can take all of their bazillions, never have to look at whatshisc*ck again and I never have to put on those silly shirts for as long as this warlock exists in the terrestrial dimension."
Such brashness and colorful catchphrases have made Sheen something of a folk hero -- at least on Twitter, Ustream and other corners of the Internet -- and naturally he and others are starting to cash in. Call it the Charlie Sheen stimulus. Here are just a few examples:
- As we recently reported, a Sherman Oaks, Calif., hot dog restaurant called The Infield started selling "Charlie Dogs with Tiger Blood," which Sheen promptly tweeted about. Owner Robert Davitian has seen a huge boost in sales as a result, tweeting to Sheen, "Can't thank you enough, honestly!! We can't keep the Charlie Dog in stock!!!"
- Several medical marijuana dispensaries have named a strain of cannabis after Sheen, according to TMZ.
- Sales have risen at Broguiere's Farm Fresh Dairy, after Sheen tweeted a photo of himself and one of his "goddesses" holding a bottle of chocolate milk, according to Pasadena Star News.
- No catchphrase is complete without an accompanying T-shirt. While Sheen reportedly has plans to launch his own T-shirt line, other companies aren't wasting any time. For example, Dicks Cottons, a New York-based accessories and apparel company, recently debuted shirts featuring "Winning," "Adonis DNA" and "Goddess" -- all references Sheen has made online and in interviews. "I wanted to jump on the buzz because viral marketing is definitely the most effective," Dicks Cottons founder Rich Amundson said.
- Sheen's references to "tiger blood" have inspired at least one cocktail. TY KU, a New York-based spirits company, has introduced the recipe for the "TY-ger Blood."
- Speaking of tiger blood, even nonprofits are getting in on the action. The American Red Cross recently tweeted, "We may not collect #tigerblood, but we know our donors & volunteers have fierce passion for doing good!"
Twitter has been key to powering Sheen mania -- with more than 2 million followers and counting. He's had help, according to reports, and may be expanding his social media payroll, tweeting on Monday that he is looking to hire a social media intern.
Speaking of Twitter, Sheen recently signed a deal with Ad.ly, a marketing firm that specializes in connecting celebrities with the public through social media. His intern plug, which led followers to Internships.com, was his first "sponsored" tweet.
Sheen has also been talking with Mark Cuban, the owner of the Dallas Mavericks and chairman of HDNet, about partnering together on a project, possibly a reality or talk show.
While Sheen's antics and the cottage industries sprouting up around them may prove to be short-lived, the cultural phenomenon will serve as a lasting case study in promotion, according to experts. "Sheen is illustrating to the world the sheer power of online social media," said Kenneth C. Wisnefski, founder and CEO of WebiMax, a Mount Laurel, N.J.-based online marketing firm. "I see the dynamics of marketing changing more toward social media and away from traditional marketing tactics. He has generated over 2 million Twitter followers in a week. To follow someone on Twitter is proactive -- therefore, I rate his performance much better than a mass media commercial that was viewed by the same amount of people."
According to Pace University marketing professor Paul Kurnit, Sheen and others are seizing upon a primal urge. "Like watching a car crash," he says. "We just can't take our eyes off it. The traffic comes to a halt, and the world stops to gawk at the accident. The longer the media give Charlie access and visibility, the longer the Charlie machine will be able to cash in."
Geoff Williams is a regular contributor at AOL Small Business. He is also the co-author of Living Well with Bad Credit and C.C. Pyle's Amazing Foot Race, a book about a colorful showman entrepreneur who would have appreciated Sheen's keen marketing skills.
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Comments (Page 1 of 2)
Charlie I hope you come through all of this chaotic behavior with a better view of business tactics. If this is all a business tactic on your part, you sure do play your part well. I'm hoping you will be laughing all the way to the bank.
Your arrogance makes me hope that you never work again. I find you insulting and childish.
Charlie, you rock buddy! You are so funny! How about a movie or 2, you are great!
Charlie.........2 million a show.........lots of Goddesses with that!!!! However, no doubt, you will come out on top of this.........as soon as you take stock of your talent and use it in a postive way.........whatever that may be...........good for you..........just don't implode----- do what is BEST for you.
Wow, some of these comments are over the top. Charlie is an over paid clown who was being paid more than generiously for what he did. He's screwed himself, but more importantly he screwed his team mates on the show and the low paid folks that helped to put him where he is. No worries, he'll die of an over dose within 2 years. he can't help but be a loser.
Charlie who?
I HOPE YOU RUN FOR PRESIDENT!!!!!!!!!!!!!!! WE ALL LOVE YA HERE REDGOLD969
Re Charlie Sheen's publicity barrage.This is the purest bullshit. You morons who've garbaged up the nation'scommunications with your illiterate and mindless catering to the lowest common denominator have created a free publicity ride for some of the worst scum in the society. Shame, shame on you cockroaches.
How could this be a marketing ploy?? he has already lost millions in TV salary and future movie commitments!! This Twitter crap wll be over in a few weeks.
GO GO GO GO GO GO CHARLIE...MORE HYPOCRISY BEING EXPOSED EVERYDAY ESPECIALLY THE TALK SHOW HOST THEIR GUEST AND THE PR PEOPLE WHO TALK OUT OF BOTH SIDES OF THEIR MOUTH.. WHAT A LAUGH THE P MORGAN SHOW WAS LAST NIGHT...PLAYING POLITICS AS USUAL FOR THEIR OWN FACE TIME.......
You Charlie are a winner..with a dad like Martin, how could you lose....
I always wondered who the 1/2 man was, NOW I know!!!
I think most of the the indiviuals who said Go Charlie Go are just employees with no business iknowledge of their own ,HOW DO YOU ALOW A JunkiE to tell you that he is taking off from work without a deffinite time to return. its either one of two things this rich junkie Charlie Sheen is found dead of an overdose or he simply uses up most of his monety on drugs . WHY SHOULD PEOPLE EMPLOYEERS put up with garbage like him He is only trash with money nothing more Remember YOU CANNOT PUT A SILK DRESS ON A PIG.
Like Palin, Just go away.
It is no wonder the country is in the state it is in when you have Tv shows like 2 1/2 men. Our kids are watching that sort of thing and thinks that is the way life should be. We Reward Bad Behavior in this county rather than having someone with values and morals to look up to. Personally the show should have be Banned years ago. I also believe sheen needs help. He meed the Lord!!
It is nice that Charlie Sheen has blown Sarah Palin out of sight!
O, happy day.
charlie get help before you od, you have children. do they count?? lots of talents but lots of crap along with it. you ever think that maybe your embarrassing your family. do your children count? if you dont care about yourself think of others. your interviews are clearly ur not right. seek help before its too late. good luck.
I hate to see Charlie ruin his life, but at least he's done us all a favor. He's taken the media spotlight off of sarah palin! THANK YOU, Charlie!
Mr. C. Sheen, I do think you are awesome. In fact if there is a movie contract in the works I think it should be called "One Flew Over The Cuckkoo's Nest". Hey Charlie, Jack Nicholson might need the work !
LONG LIVE CHARLIE SHEEN!!!!!!!