MORE THAN ADVERTISING

Adidas launched an new integrated campaign with young Orlando Magic center Dwight Howard.

A TV spot invites people to follow Dwight live during the NBA’s All Star weekend. At the event they pushed his content out to fans on the net as quickly as possible. These bits of celebrity-insider content were uploaded to Dwight Howard´s  Twitter, Flickr and YouTube pages.

Here is the Youtube trailer:

“The biggest challenge was getting the site, technology and media ready to deliver a constant steam of communication, that alone was a huge task and all credit goes to the folks who worked day and night to pull it off,” says 180/LA ECD William Gelner

What I really like about this concept is that they had used mass media to drag people into this branded social media experience. Plus they generated a lot of interesting content that will remain on the web long after the campaign period ends. But what 180 and Adidas failed with is to really engage with their audience.

“Howard’s Twitter account, while followed by 1019 others, doesn’t follow anyone, and hasn’t managed to graduate from Twitter 101 and attempt @replies or ReTweets. Compare Howard with Shaquille O’Neal, who has been vocal about claiming his online identity and boasts over 111,000 followers and a more advanced familiarity with the service. O’Neal and Howard have jousted over who gets to be called Superman on the court, but it’s clear Shaq is the social networking man of steel.”  Nick Parish creativity online

The key to succeed as a brand in social media is participation. You have to take part in these conversations, retweet and follow them in order to connect and be accepted.

I don´t believe that it is possible to build up real relationships with your customers when your efforts are limited to a campaign period. Social media only works with a good longterm strategy, thats the reason why most of the agencys fail to manage a process like that, because the client only pays for the realisation of a particular project and not for the maintenance of these potential relationships.

So we have to change something in the system if we want to succeed in this new emerging media world.

via Creativity

Tags: 180, adidas basketball, advertising in social media, campaign, campaign period, communication, Dwight Howard, followers, longterm strategy, mass media, media experience, networking, Nick Parish, relationships, ReTweets, Shaquille O'Neal, social networking, succed in social media, Twitter, William Gelner, youtube

Dieser Artikel wurde am Mittwoch, 25. Februar 2009 um 14:05 veröffentlicht und ist abgelegt unter INSPIRATION. Du kannst die Antworten zu diesem Artikel mit Hilfe des RSS 2.0 Feeds verfolgen. Du kannst eine Antwort hinterlassen oder einen Trackback von deiner Seite aus senden.