I think you'd be surprised.
As many grumps that are on this list [myself included] they're still
highly influential - even if the "one" someone you respect or admire
says one line - it's enough to persuade.
let's also not forget "my adidas" by Run DMC - wonder if that was a
giant commercial? or just a true love? Do a search for Nike.. or
adidas tattoos on google and see what you find. kinda sick. I highly
doubt the shoe companies paid them...
I admit I looked at it and was actually happy that Adidas got behind
it instead of someone else. I'm still fighting with whether to loathe
or love them but I think they give the appearance of being better
than say ... n*ke? I've been more of an adidas kinda person only
because I could find entirely synthetic, non-animal based shoes..
for me - sustainability + green is the next step for any company and
adidas, with their support of things like Stella McCartney - an avid
vegan / and against animal products - for me it's one of the only
companies on a large scale that understands the balance between style
+ sustainability.
+odd
--
On Feb 14, 2008, at 12:17 PM, Nik Stoltzman wrote:
A couple of thoughts:
I sincerely doubt that the 313 mailing list demographic is
sufficiently lucrative to warrant
creating a specific viral marketing campaign for. Are there other
artists involved in a similar
series targeting other groups? I don't think this sort of campaign
is expensive to produce
(compared to traditional marketing) but I don't see how effective
it is either. So Adidas have
generated a lot of discussion (never bad) and perhaps even earned
some grudging respect (also good
for them) but I for one will not find myself in a sports shop
thinking "huh, maybe I should by
this Adidas branded product because they are down with tha D".
But then, virals aren't supposed to work like that as far as I
understand it. Do you remember DJ
Super Greg? There was NO indication in that video that it was
anything to do with Jeans (wasn't it
Lee or something?).
N
old guard = company-> internal marketing dept-> research firm ->
wack
commercial actors
new guard = company-> guerrilla/viral marketing consultants ->
independent media creation professionals-> people you actually know
and
care about.
It's convincing K, but ask yourself the reason they've take the route
they have and if you believe there's any "love" for you in the
boardroom of any PLC then I'd say that was a tad naive, these people
don't "know" as you suggest - they pay people who tell them what they
know.
m
