Reebok : in pursuit of generation X

Résumé du document

Micky Pant has done a great job for Reebok, by organizing researches, analyzing data and understanding the mind of Gen Xers. He has produced a relevant marketing strategy, in accordance with these observations. This marketing strategy fitted the target of Reebok, as well as the actual and future trends and the evolution of technology. Reebok should be truly thankful for that. Also, with the Terry Tate commercial Micky, has struck a decisive blow by producing a tremendous buzz around the ad of the Office Linerback. He offers a large visibility to Rebook, a cool image, and a number of new prospects.

Extraits

[...] Profits could have been increased dramatically. I think most would agree that, from this perspective, the Terry Tate commercials were brilliant but short-sighted. As a conclusion, I would say that the central message was really memorable, and effective in the way that it generated interest in the receivers' minds. They went by millions to the Terry Tate website and Reebok websites to download the full clip. For the brand, the message was not so effective because only 55% of the people exposed remember tat it was a Reebok ad. [...]

[...] There is a clear mistake in the ad construction. However, the commercial had a real impact on Reebok's sales. Three days after the ad had been seen on TV during the XXXVII Super Bowl, Micky Pant, Reebok's chief marketing officer, said that the spot has already paid for itself. For information it was worth million. Within a three days period, the online sales had quadrupled and more than 670,000 people have watched the four-minute video on either Reebok.com or TerryTate.com. [...]

[...] And it continues to be a hit on the Internet. A huge buzz followed this diffusion, encouraging people to talk about it and to go search for more information on internet, trough the especially designed website, for example. In terms of reaching people this has been a great hit, now we can wonder what has been the real impact on Reebok's brand image, recognition and awareness, and the most important, how much does the commercial brought back to Reebok in terms of sales revenues. [...]

[...] The ad was brilliant from a branding perspective but was it the same from an advertising point of view. “Reebok must've spent millions on the terry series (and I love them) but where was the product launch? What was he promoting/selling?” It is clear that the commercial was great. It has also already paid for itself after 3 days. It brought a cool image to Reebok which is surely helping them with the Gen Xers. But there were evident mistakes. [...]

[...] Negative viral communication is also generally more powerful than positive viral communication. There are several key elements that need to be considered in order to put in place a successful viral marketing campaign. First, services or products give away (when possible) is a good way to start things; is an important world in today's marketing industry. Then the transfer to others must be effortless, so tools should be develops to help original receivers communicate about it, like a “suggest to a friend” button on a website for example. [...]