“Oakley Sunglasses Spotlighted in Rescue”

Posted: 14 Oct 2010 07:00 AM PDT

Updated: Thursday, 14 Oct 2010, 9:55 AM EDT
Published : Thursday, 14 Oct 2010, 9:52 AM EDT

(CANVAS STAFF REPORTS) - Oakley's donation of 35 pairs of luxury sunglasses to the rescued Chilean miners could be considered the product placement of the year.

With the world's attention focused on their dramatic rescue after 69 days trapped beneath the earth, it was hard not to notice the stylish sunglasses worn by the frayed miners as they stepped into the light.

Medics had warned of damage to the miners' retinas when they walked into the light after so long underground, The Telegraph reported.

A Chilean journalist covering the rescue reportedly recommended Oakley to the Chilean private health insurer. The donated sunglasses provide 100 percent protection from ultraviolet light.

Donating two models of sunglasses that Oakley's website lists for $180 each (not $450 a pair as some media had reported) has proven to be a wise investment by the company.

"Our hearts are with the rescue team and miners as we hope for a joyous end to the crisis," Oakley said in a statement .

There should be plenty of joy in Oakley's marketing department.

CNBC reported that the company received the equivalent of $41 million in advertising time for news media coverage showing the miners wearing their sunglasses as they emerged from the ground this week. That figure is based on research done for CNBC by Front Row Analytics, a sponsorship evaluation firm.

Another plus for Oakley was that more people were watching at night when the Oakley "O" on the glasses is easier to see, which the company took into account.

"It's a goodwill gesture that will turn into mass amounts of exposure for Oakley in a positive manner," said Eric Smallwood, vice president of project management for Front Row Analytics.

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