--- title: Made in the Shade with Oakley real-time Chile miner marketing coup image: https://www.davidmeermanscott.com/hs-fs/file-1605116735-jpg/blog-files/6a00d83451f23a69e201348836fd2b970c-200wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2010/10/made-in-the-shade-with-oakley-real-time-chile-miner-marketing-coup.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Made in the Shade with Oakley real-time Chile miner marketing coup October 15th, 2010 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1605116735-jpg/blog-files/6a00d83451f23a69e201348836fd2b970c-200wi.jpg?width=175&height=175&name=6a00d83451f23a69e201348836fd2b970c-200wi.jpg) [![Miner](https://www.davidmeermanscott.com/hs-fs/file-1605116735-jpg/blog-files/6a00d83451f23a69e201348836fd2b970c-200wi.jpg "Miner")](http://freshspot.typepad.com/.a/6a00d83451f23a69e201348836fd2b970c-pi) It has been estimated that more than a billion people worldwide witnessed part of the live broadcast of the 33 Chilean miners as they were rescued over the past two days. **That's over a billion people who also saw the Oakley sunglasses the miners were wearing as they emerged into the light. ** [![Oakley](https://www.davidmeermanscott.com/hs-fs/file-1605116765-jpg/blog-files/6a00d83451f23a69e20133f516fb2c970b-120wi.jpg "Oakley")](http://freshspot.typepad.com/.a/6a00d83451f23a69e20133f516fb2c970b-pi) Oakley donated the sunglasses that provided the miners with protection from ultraviolet light after been underground for months. The Oakley logo seen on each of the miners' stylish glasses is an fantastic example of [Real-Time Marketing & PR](http://www.amazon.com/exec/obidos/ASIN/0470645954/freshspotpubl-20) in action. According to a [CNBC report](http://www.cnbc.com/id/39650306), Oakley donated 35 pairs of the [Radar](http://www.oakley.com/search?Ntt=radar) model sunglasses with Black Iridium lenses in Path and Range lens shapes for the miners. The glasses have Oakley Plutonite lens material that filters out the UV rays. The sunglasses retail for $180. No matter how you choose to measure, the benefits of such a marketing coup are certainly enormous. According to [research done for CNBC](http://www.cnbc.com/id/39650306) by Front Row Analytics, just the worldwide television impact alone generated $41 million in equivalent advertising time for Oakley. I explore the ideas of [Real-Time Marketing & PR](http://www.amazon.com/exec/obidos/ASIN/0470645954/freshspotpubl-20) and share dozens of examples like this in my new book coming November 1, 2010. [Download the prologue and first chapter](http://freshspot.typepad.com/files/real_time_marketing_and_pr_-preview.pdf) for free with no registration required. Hat tip to my friend [Frank Strong](http://twitter.com/#!/frank_strong) at [Vocus](http://www.vocus.com/content/index.asp) for alerting us to this story in real time. *Image credit – Marketplace from National Public Radio* [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Public Relations ](https://www.davidmeermanscott.com/blog/topic/public-relations) [ Real-Time Marketing & PR ](https://www.davidmeermanscott.com/blog/topic/real-time-marketing-pr) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/DMS%20speaking%20BM%20LAS.jpg?width=2048&height=1060&name=DMS%20speaking%20BM%20LAS.jpg) ### Book Me to Speak for Free! (Plus... Some Upcoming In-Person Events) April 29th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/book-me-to-speak-for-free-plus-here-are-some-of-my-upcoming-events) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Modern%20marketing%20team.png?width=1774&height=887&name=Modern%20marketing%20team.png) ### RIP Middle Management in Marketing & PR April 23rd, 2026|1 min read ](https://www.davidmeermanscott.com/blog/rip-middle-management-in-marketing-pr) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Artemis%20earthset.jpg?width=5568&height=3712&name=Artemis%20earthset.jpg) ### Nasa’s Artemis II Lunar Mission: A PR Triumph for the USA April 11th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/nasas-artemis-ii-lunar-mission-a-pr-triumph-for-the-usa) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/DMS%202025.jpg?width=1435&height=972&name=DMS%202025.jpg) ### My Focus for 2026 and a Prediction December 19th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/my-focus-for-2026-and-a-prediction) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Real%20Time%20PR.png?width=1536&height=1024&name=Real%20Time%20PR.png) ### Why Real-Time PR Matters in the Age of AI Search September 17th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/why-real-time-pr-matters-in-the-age-of-ai-search) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/NYT%20Amazon%20AI%20deal.jpg?width=1536&height=1024&name=NYT%20Amazon%20AI%20deal.jpg) ### The New York Times signs AI licensing deal with Amazon May 30th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-new-york-times-signs-ai-licensing-deal-with-amazon) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/HBO%20Max.png?width=720&height=480&name=HBO%20Max.png) ### Max, Once Named HBO Max, Rebranded as… HBO Max May 23rd, 2025|1 min read ](https://www.davidmeermanscott.com/blog/max-once-named-hbo-max-rebranded-as-hbo-max) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/British%20arrive.jpg?width=1252&height=848&name=British%20arrive.jpg) ### 250 Years After The Shot Heard ‘Round The World, Americans Battle Government Again April 21st, 2025|1 min read ](https://www.davidmeermanscott.com/blog/250-years-after-the-shot-heard-round-the-world-americans-battle-government-again) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/9e%20post.jpg?width=1500&height=1145&name=9e%20post.jpg) ### 9th Edition of The New Rules of Marketing & PR Publishes Today August 20th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/9th-edition-of-the-new-rules-of-marketing-pr-publishes-today) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Fly%20me%20to%20the%20Moon.jpg?width=1500&height=1005&name=Fly%20me%20to%20the%20Moon.jpg) ### Fiction and Fact! New Movie “Fly Me To The Moon” Partly Based On My Book July 17th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/fiction-and-fact-new-movie-fly-me-to-the-moon-partly-based-on-my-book) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/4%20NRMPR%209e%203D%20blog.jpg?width=1259&height=843&name=4%20NRMPR%209e%203D%20blog.jpg) ### New 9th Edition of The New Rules of Marketing & PR Coming in August! June 20th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/new-9th-edition-of-the-new-rules-of-marketing-pr-coming-in-august) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Creativity%20Cannot%20be%20Crushed.jpg?width=569&height=327&name=Creativity%20Cannot%20be%20Crushed.jpg) ### Samsung’s “UnCrush” Video Newsjacking of Apple Fail May 16th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/samsungs-uncrush-video-newsjacking-of-apple-fail) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Apple%20Crush.jpg?width=1012&height=556&name=Apple%20Crush.jpg) ### Apple Apologizes for CRUSH Video Misstep May 12th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/apple-apologizes-for-crush-video-misstep) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_1054684892.jpg?width=1500&height=999&name=shutterstock_1054684892.jpg) ### In Conclusion: The Growing AI Content Pollution Problem April 4th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/in-conclusion-the-growing-ai-content-pollution-problem) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Apple%20Vision%20Pro.jpg?width=2000&height=1517&name=Apple%20Vision%20Pro.jpg) ### Apple Vision Pro: Is This Really “The Era Of Spatial Computing”? February 5th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/apple-vision-pro-is-this-really-the-era-of-spatial-computing) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/hq720.jpg?width=686&height=386&name=hq720.jpg) ### KOREAZ YouTube Channel Delivers Digital Public Diplomacy as Entertainment January 3rd, 2024|1 min read ](https://www.davidmeermanscott.com/blog/koreaz-youtube-channel-delivers-digital-public-diplomacy-as-entertainment) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_272153462%20copy.jpg?width=1000&height=628&name=shutterstock_272153462%20copy.jpg) ### Legal Caution vs. PR Clarity: University Presidents' Legal Advisors Muddled Congressional Testimonies December 19th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/legal-caution-vs.-pr-clarity-university-presidents-legal-advisors-muddled-congressional-testimonies-on-antisemitism) [![Doritos Silent image](https://www.davidmeermanscott.com/hs-fs/hubfs/Doritos%20Silent.jpg?width=1246&height=806&name=Doritos%20Silent.jpg) ### Doritos Silent “Crunch Cancelling” Plug-In for Gamers November 8th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/doritos-silent-crunch-cancelling-plug-in-for-gamers) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Apple-WWCD23-Vision-Pro-with-battery-230605.jpg?width=1960&height=1102&name=Apple-WWCD23-Vision-Pro-with-battery-230605.jpg) ### Apple Vision Pro Spatial Computer Launch Is PR Done Right June 6th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/apple-vision-pro-spatial-computer-launch-is-pr-done-right) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Screenshot%202022-12-15%20at%207.17.45%20AM.png?width=940&height=585&name=Screenshot%202022-12-15%20at%207.17.45%20AM.png) ### Apollo 17 Was 50 Years Ago. What Can We Achieve Today? December 15th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/apollo-17-gave-us-something-to-cheer) [![View of the Harry Howard Hook & Ladder Company in Port Chester, NY ](https://www.davidmeermanscott.com/hs-fs/hubfs/Harry%20Howard%20hook%20and%20ladder%20truck.jpg?width=1500&height=934&name=Harry%20Howard%20hook%20and%20ladder%20truck.jpg) ### Port Chester Fire Department: Passionate About the Grateful Dead and the Community November 1st, 2022|1 min read ](https://www.davidmeermanscott.com/blog/port-chester-fire-department-passionate-about-the-grateful-dead-and-the-community) [![Photo of newspapers on display at a newsstand with the Twitter logo overlayed on top.](https://www.davidmeermanscott.com/hs-fs/hubfs/Twitter%20newsstand%20alt.jpg?width=1126&height=682&name=Twitter%20newsstand%20alt.jpg) ### Using Twitter For Media Relations June 8th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/using-twitter-for-media-relations) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Russell%20Alexander%20YouTube.jpg?width=728&height=408&name=Russell%20Alexander%20YouTube.jpg) ### Law Firm Grows Fourfold Using Ideas In The New Rules of Marketing & PR May 9th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/law-firm-grows-fourfold-using-ideas-in-the-new-rules-of-marketing-pr) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Krispy%20Kreme%20Newsjacking.jpg?width=480&height=275&name=Krispy%20Kreme%20Newsjacking.jpg) ### Krispy Kreme Doughnuts Priced to Gallon of Gas Newsjacking April 13th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/krispy-kreme-strategic-doughnut-reserve-gasoline-price-newsjacking) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "datePublished" : "2010-10-15T09:01:09.000Z", "headline" : "Made in the Shade with Oakley real-time Chile miner marketing coup", "image" : [ "https://www.davidmeermanscott.com/hs-fs/file-1605116735-jpg/blog-files/6a00d83451f23a69e201348836fd2b970c-200wi.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.davidmeermanscott.com/blog/2010/10/made-in-the-shade-with-oakley-real-time-chile-miner-marketing-coup.html", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.davidmeermanscott.com/hubfs/_Assets/Logo/david-meerman-scott.png" }, "name" : "David Meerman Scott" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#person", "@type" : "Person", "description" : "Marketing and sales visionary, international bestselling author of 12 books, keynote speaker in 47 countries, and advisor to emerging companies.", "email" : "mailto:David@DavidMeermanScott.com", "image" : "https://www.davidmeermanscott.com/hubfs/DMS-Homepage-Featured.jpg", "jobTitle" : [ "Keynote Speaker", "Author", "Business Growth Strategist", "Marketing Advisor" ], "knowsAbout" : [ "Content Marketing", "Fandom Marketing", "Newsjacking", "Real-Time Marketing", "Public Relations", "Sales Strategy", "Business Growth" ], "name" : "David Meerman Scott", "sameAs" : [ "https://en.wikipedia.org/wiki/David_Meerman_Scott", "https://www.linkedin.com/in/davidmeermanscott", "https://x.com/dmscott", "https://www.instagram.com/dmscott/" ], "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#website", "@type" : "WebSite", "author" : { "@id" : "https://www.davidmeermanscott.com/#person" }, "name" : "David Meerman Scott", "potentialAction" : { "@type" : "SearchAction", "query-input" : "required name=search_term_string", "target" : { "@type" : "EntryPoint", "urlTemplate" : "https://www.davidmeermanscott.com/search?q={search_term_string}" } }, "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "dateCreated" : "2014-09-10T23:04:19", "datePublished" : "2010-10-15T05:01:09-0400", "description" : "", "headline" : "Made in the Shade with Oakley real-time Chile miner marketing coup", "image" : [ "http://cdn2.hubspot.net/hub/413105/file-1605116735-jpg/blog-files/6a00d83451f23a69e201348836fd2b970c-200wi.jpg" ], "inLanguage" : "en-us", "keywords" : [ "Public Relations", "Real-Time Marketing & PR" ], "learningResourceType" : "article", "name" : "Made in the Shade with Oakley real-time Chile miner marketing coup", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://413105.fs1.hubspotusercontent-na1.net/hubfs/413105/_Assets/Logo/david-meerman-scott.png" }, "name" : "Freshspot Marketing LLC" }, "timeRequired" : "1 minutes", "url" : "https://www.davidmeermanscott.com/blog/2010/10/made-in-the-shade-with-oakley-real-time-chile-miner-marketing-coup.html" } ```