Friday, April 23, 2010


So the story goes like this: The next day after winning the Masters, Phil Mickelson shows up at a drive-thru window at the local Krispy Kreme wearing his green jacket with two of his daughters in tow. He buys a bunch of donuts (wonder if the "hot" sign was lit?), signs some autographs through the window and has his picture taken.

The manager of said drive-thru takes his photo on his phone and shortly thereafter it’s all over the internet.

Here at T.A.H. Worldwide Media Headquarters we can be a bit…skeptical…some might even say cynical, so our first move was to try and find out if the photo was a look-a-like fake – a brilliant viral publicity stunt for Krispy Kreme.

Apparently, the story is legit.

According to our fellow news agency, CNBC, the time line runs like this:

AOL Fanhouse writer Clay Travis was speaking at a high school in Nashville on Monday after the Masters when the photo came into his e-mail box.

The original photo was taken by Greg Carswell, the manager of the Krispy Kreme on Washington Road in Augusta. An e-mail with the photo was sent at 11:24 a.m. ET on Monday from a person who said they were a friend of Carswell.

“This picture was taken this morning, he said he signed autographs and allowed him to take this picture with his family in the vehicle,” the e-mail said. “Pretty neat, just thought I would share it with you.”

We can assume that the picture was then sent out to a large group of people, including Jason Cyrus Ohanian, who works in emerging markets equity research at Wells Fargo.

Within minutes, Ohanian sent it to Travis.

“In between a break from speaking at the high school, I put it up on Twitter,” Travis said. “It literally took 30 seconds.”

What followed were more than 14,000 people viewing the picture, re-tweets, blogs and then stories, including the required one from the Augusta Chronicle, who “broke” what Mickelson ordered.

Under the headline “Mickelson’s order excites Krispy Kreme staff,” reporter Adam Folk reveals that Mickelson order 36 doughnuts — a dozen glazed, a dozen chocolate and a dozen mixed.

Completing the loop were the folks at Krispy Kreme, who proudly tweeted the unpaid endorsement.

“I knew that this story would get a lot of attention,” Travis said. “It just pretty much confirms what people think about Phil. You get the idea that he’s the kind of guy who would show up to a Krispy Kreme in his green jacket after winning the Masters. The fact that he actually did it – and it was documented – is what makes this work as a story on so many different levels.”

WTEM ESPN 980 in Washington covered the story saying “After not winning the Masters last weekend, Tiger Woods did not show up wearing a green jacket at the Krispy Kreme store like actual winner what's-his-name did."

If that doesn’t make sense to you, see this previous commentary on WTEM’s coverage of the Masters.

(Editor's Note: News tip on this item courtesy of The Great Nordini (University of Virginia), who also serves as the T.A.H. Lacrosse Monitor)

No comments:

Post a Comment

Blog Archive