Reebok, in search of Generation X

Résumé du document

Viral marketing comes with Internet through media communication. It finds it's origin at the end of the 1990s, first as a movie channel. The first spreading of viral marketing on web was realized by Loronix Information Systems with the elaboration of 'Bad Day at the Office', a humoristic movie showing the irritation of an employee at work. The conveyed message in the movie was aimed to make an impact on people, which people would watch and be touched.

Extraits

[...] So the audience focuses more its attention on the quality with which Terry Tate made tackle and their reasons than with the Reebok's trade mark itself, felt only by the target as the promoter of Terry Tate's character. Thus, the Rawson Thurber's fame as actor underwent a meteoric growth. Moreover, the Reebok's products are not enough displayed on the advert (only the red shirt number 56 for American football and the gold chain) to make arise a real feeling from desire nearby the target. [...]

[...] However, we can notice that audience is induced to surf on the Reebok's web site which by online shopping will encourage it to purchase. The AIDA's method was not fully applied seeing that the major element, the Reebok's products are not enough promoted in the Terry Tate's shows. Evaluation of the AIDA's method following the Terry Tate's advert Attention Good : creation of a buzz Interest Average : 1 million additional profiles and 20 million downloading Desire: Low : no sufficient exposure of the products Action: Average : only one invitation for the web site Reebok.com and Terry Tate's rubric Over that 3 minutes 41 that lasts the spot minutes should be allocated for the whole exposure of the Reebok's products range while preserving the originality of the Terry Tate's character. [...]

[...] The aim is to produce by the target (information receiver) the desire to do share the received message with a very high number of net surfers (to become information transmitter because it is satisfied) : the whole in a very short period of time. It is a form of interactive publicity which depends on a contamination effect (viral aspect) of the target where the consumer becomes the main conveyor of communication : viral marketing is described as buzz marketing one line. What makes it a very good technique to catch audience is due to the fact that spreading channel of the message is made through Internet. [...]

[...] The Generation Y is characterized by its polyvalence with technologies because they are able to make a call and send messages while listening music and they surf on web while watching television. This Generation don't hesitate to ask for advice nearby friends network to take decisions rather than trust in marketing or advertising. They also aren't very loyal to the brands. Generation Y interests for ecology, politic and are sensitive to social problems : a new kind of militancy develops on social network (ex of group: Pour tout ceux qui pensent que Jean Sarkozy est le Brice de Nice de la politique” on Facebook). [...]

[...] The consumers recognition for Reebok's trade name could notably be done according to criteria as market shares and profitability, of return on investment thus. It could also be evaluated before and after and the operation of viral marketing by opinion poll nearby consumers[10] The marketing viral campaign of Reebok is based on astonishment and amusement through a series of commercials (12 on the whole since the saga[11] beginning) whose hero was Terry Tate (alias Rawson Thurber), a linebacker of American football. [...]