More on marketing this week. This time, kudos go to @underarmour. If you’re in this communications biz, you’re probably already sick of the rhetoric. But it’s true. Responsiveness and speed is crucial if you want to use social media to capitalize on stuff going on in the world to the benefit of your brand. See: Oreo Super Bowl (good). See: Poland Spring Marco Rubio (bad).
UA gets it right. One my early thoughts after watching the DeAndre Jordan destruction for the first dozen or so times in that first hour was: “how can UA jump on this.” Let’s face it. Their kicks are not prevalent on the NBA floor. It’s why they stuck out for me in those many clips and still shots. But how do you take advantage when you have to navigate rights issues, the NBA, the Clippers, etc., etc.? What do you do that takes advantage of what you have (player, moment) despite hurdles that could shut any idea down (legal, marks, timing)?
Well, you get creative. Hence, #DeAndreDunkFace. Good thinking. Solid PR bump for UA already. Low-risk, high-reward. Smart. The t-shirts add a nice touch. Although at $27.99 maybe a bit too presumptuous, no? The illustration of the memorable expression is what makes it all work. My guess is the number of folks posting pictures of their dunk face will likely not be staggering. But…for the cost…terrific play by the brand.
Oh yes, and now just one more time. This is like the Clowney hit. There is no such thing as overplayed.
About the Author: Cecilio's Scribe is the founder of The Legend of Cecilio Guante and a generally pessimistic fan of the Mets, Jets, Knicks and Rangers. A fine NYC-based gentlemen who hones his marketing skills as his primary trade by day. Husband, chef, father of a newborn and after-hours blogger by night. Proud alum of the mighty Big Red of Cornell. University. Hot sauce devotee. Staunch protester of the continued wussifcation of American sports. Sometimes I rhyme slow, sometimes I rhyme quick.