It will be interesting to see how many times we see this add though the World Cup and how many different versions Nike creates to fit into :30 and :60 spots. Why buy the media time when the YouTube clip already has 8 million views the first week up and the World Cup doesn’t start for 16 days? One thing I wonder about is the decision that Adidas has made over the last couple of World Cups to be the “official” sponsor. The only problem with that strategy is that most of the top countries and star players wear Nike or Umbro (a Nike brand). The most interesting strategy is that of Puma who has been the sponsor most top African national teams for over ten years. This World Cup could be a huge payoff for them, especially if a team like the Ivory Coast with super star Deiber Drogba advance far into the competition. The Puma kits look fantastic.
I am actually posting this from the iPad WordPress app to share some initial thoughts after spending most of the weekend “playing”. First, I think this is the first convergence device that lives up to the hype that the internet has promised for 15+ years now. When people speak of convergence of TV and the web they usually refer to a 50″ HD TV streaming video. However, if you look at where the web has evolved in the last three years it is more about experiences that you share via a network like Facebook, yelp!, twitter, tumblr, your blog,etc. with embedded video or a link to another site. Quick thoughts updated often. The video experience on the iPad is a revolution. The Netflix app provides a perfect streaming experience. It is also meant for sharing, for example if you are looking for real estate you can share pics of the homes available very easily simply by passing it around.
In short it is the best way to consume web content. Is this counter to where the web is going where we are all “content creators”? I say no. How many of us are really creating compelling content for a large audience….not many. That is what brands are for these days….everything cool has a brand behind it in some way, shape or form. Sit back, relax and consume whether on the couch, a plane or the coffee shop…that is why the iPad wins.
You can like or dislike his personality and style but there is one thing that you cannot argue with – Jamie Oliver is a hero. He is also a great chef. What he is doing with his celebrity is great. My mother is a home-ec teacher in southeastern Ohio (nearby where Jamie filmed his upcoming show in Huntington, WV) where obesity rates are massive. Kids think Doritos are a dairy product because they have cheese flavor. Sunkist or Mountain Dew is their breakfast. I was lucky that I learned to cook at a very young age and learned what food really is. I can only hope that his new show catches on…I would like to do anything I can to help.
In China it is the year of the White Tiger, in the United States it is the year of the consumer. Both are highly endangered species with generations of poachers taking out the White Tiger and the perfect storm of a housing value implosion, credit market freeze, and record unemployment taking out the global ATM formerly known as the US consumer.
How does a consumer brand go to battle these days? With social media becoming more ubiquitous every day there is no where to hide. How does a restaurant get a better Yelp rating and reviews? The same way a restaurant became a hit in the ’60’s, 70’s or 80’s:
- Great food at a fair value
- A nice host and knowledgeable waitstaff
- Something unique on the menu that changed often to bring the dining customer back
No bullshit, ballons for kids or Kobe beef tartare for $75 that tastes like Manwich. No magic social media pixie dust, just a spot where folks felt looked after that made them want to return next week or month and tell their friends about their nice dinner out.
What can consumer brands do to make the consumer feel special? Make a great product and act like you give a shit about the post purchase experience. Rocket science – no, hard work, hell yeah.
I leave you with this from about 2002, some posters??….I fell for it, they cared: