Reebok's case: In pursuit of generation X

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Reebok's case:" In pursuit of generation X"

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Abstract

Nowadays, competition is between companies very important. It is very important to distinguish one's company from the competitors, not only concerning the products but also advertising, in order to seduce the consumers. The brand must be innovative in order to win market share and increase its profits. For Reebok, television was the primary communication medium but nowadays, it is imperative to communicate on the internet and diversify the media. Internet is a means of communication more and more used by companies in order to seduce the consumers. The competitors of Reebok: Nike and Adidas will have to be more creative and more innovative if they want to make a success of the strategy of viral marketing. Generally, companies have a website in order to present their products and can propose online payments, collect information in order to create a prospect database. From now on, the most effective means to increase the fame of the brand and win market shares is to create a Buzz.

Micky Pant can be credited with introducing a novel (at the time) and innovative tool into Reebok's advertising strategy. Viral marketing was at the time only superficially understood. How would you explain this technique to an uninformed audience? To what extent does it complement or replace traditional media e.g.; television, billboards, direct mail, etc.?
Evaluate the Terry Tate commercials. Did they increase recognition of Rebook's brand? Was the central message effective? And memorable? Did it generate a sufficient level of positive attitudes toward the brand?
Considering some of the traditional indicators of advertising effectiveness mentioned above, to what extent should they be relied on in the Terry Tate - Reebok Case?
Is this type of communication capable of capturing the attention of Generation X consumers ? Explain why or why not ?

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[...] Reebok did not manage to increase its profits with this video but the fame of the brand definitely increased. The buzz worked perfectly because the video was viewed in numerous countries but regrettably there was no effect on the sales of Reebok. Though the campaign had been viewed is by many people, there were only a few who knew that this video had been a creation of Reebok. Even if the buzz was a real success, it's difficult to say that the fame of the Reebok increased with this video because of the absence of the logo in the video. [...]

[...] That's why viral marketing is said to increase “the power of communication”. Several things must be simultaneously present and organized in order to optimize the viral marketing. According to a study of the Internet users pass on a video advertisement to close relations and 21% communicate the address of members of their circle of acquaintances so that they receive in turn information on products and services marketed on the internet. First, companies like Reebok need to give away products or services. [...]

[...] The main target of Reebok is the “Generation X”. They are persons aged between 25 and 40 years . The brand identifies the “generation X” as a community because they are persons having the same values and the same purpose. “Generation X” spent more than 125 billion dollars annually in the United States and comprise 17% of the population. It's the main target of Reebok. We see in this report an analysis of viral marketing. We shall see if the use of viral marketing by Reebok proved successful for the brand / Micky Pant can be credited with introducing a novel (at the time) and innovative tool into Reebok's advertising strategy. [...]

[...] If the video was downloaded so many times, it is because people liked the caricature. The buzz was a success but the brand failed to take advantage of it with respect to communication with other media. The television could have been used by the brand to continue the buzz of “Terry Tate” and communicate on products rather than image of the brand. Moreover, Reebok paid out more than 4 million dollars to launch its advertising campaign during finale of Super Bowl in 2003. [...]

[...] Moreover, viral marketing has several advantages. The Internet offers all the tools to simplify the broadcasting of the message, messages are often taken back in the traditional media (e.g. television). Viral marketing is being increasingly used by companies because it is a cheaper alternative to the traditional marketing. With comparatively less money, we can create a buzz and product awareness. It's much cheaper than advertisements on the television . Reebok diffused a video which present a new character (Terry Tate). [...]

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