Bahumbizzle or Bahumfizzle?

Adidas Facebook appThe 2012 Adidas Holiday Campaign is getting a lot of press.  And, I have to agree, it gets high marks as a clever, integrated campaign. It has it all:

— Great teaser miniseries of *Ebenezer Snoop* starring big names (former rapper Snoop Dogg/Lion/Octopus (!), skateboarder Mark Gonzales, soccer star David Beckham and many more)

— An interactive themed Facebook app that lets one “Ebenezerize” themselves and send holiday ecards to friends

— Popular Twitter feeds

— Even a memorable hash tag strategy (#bahhumbizzle)

And with all that, I can say that I did get caught up in the hype of the teaser campaign. But, after looking back, now that the episodes are over and the grand finale has been served, I’m a lot less excited with the final package. The three things don’t sit well with me:

  1. The miniseries spots are clever, but Snoop has endorsed more products than Kim Kardashian. So, with such minimalistic branding, it’s hard to remember who’s selling me what.
  2. The much-hyped, full-length story released after a two-week teaser campaign was a little disappointing.  “A Cautionary Tale of Ebenezer Snoop” was created by the same animators who developed Beavis & Butthead and I do appreciate their work. But besides the chuckle I got in seeing Stan Smith as the ghost of Christmas past, the reinvented “A Christmas Carol” seemed a little bit boring.
  3. Then I looked at Adidas’ mission. And really,  I’m not sure Snoop and his reputation hit the mark. I know they are probably trying to hit the high-end, high-fashion shoe niche for holiday sales, but I think they forgot about the “sports brand” part.

Adidas’ mission is to be the leading sports brand in the world. One major lever to achieve this is the brand’s broad and unique product portfolio spanning from apparel and footwear for professional athletes to premium fashion.

My final assessment on the GWH W.T.F. (Winner, Toss-Up or Flop) scale? Campaign is a tactical WINNER because of its use of relevant media, humor, seasonality and creativity…But the Teaser Payoff is a strategic FLOP because of the fact that an athletic wear manufacturer’s crescendo is so focused on their spokesperson and his partying reputation, that they neglected to focus even a little bit, on their own brand essence. Seems like a waste of creativity.

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