Germans getting creative…
Archive for February, 2010
In a previous post about mobile marketing, we shared with you our insights on a newly used technology offered by a tech company called Solid Media. The feedback we received about this product was actually very mixed. Some companies thought it was an amazing tool to create a deeper connection with its customers, while others remained skeptical about the extent to which this technology could go against consumers’ privacy (and so was I). But truly, which “new” technology hasn’t endangered our privacy?
Regardless, I was pleased to see that one company is doing the test. North Face. They are launching a mobile marketing campaign, where they will be sending informational texts to customers walking nearby their stores. The content of the messages will vary from discounted items in the store to weather alerts and outdoor sports news. You can find more information on www.BrandChannel.com
We are 5 days deep into the Olympic games and one of my favorite events I’m excited to watch in the next couple days is the very anticipated snowboard half pipe competition. The Olympics officially included snowboarding in the 1998 Nagano Games. Even if at the time this decision was highly criticized, a lot of good things came out from it. Snowboarding has changed and whether we want it or not, it became much more commercialized than 12 years ago and not because of the Olympics but because of different factors such as an increase in popularity among the general public, endemic brands marketing towards the masses, non-endemic brands using action sports as a cool way to market towards the youth market. My point is that the Olympics put the limelight on the riders worldwide rather than exploit the sport to sell more deodorant or playstation.
Recently, several of the articles I have read about Snowboarding and the Olympics have mentioned how many injuries are suffered in the sport. It is not surprising when you now see these young riders push their limits to do doubles and go even higher than skiers, in order to win the Gold. The sport became one of the most popular ones at the Olympics. It is now the chance for young snowboarders to get their name out there like Shaun White did it in 2006 (and even before that).
This year, the winter Olympics are sure not to disappoint. From the comfort of my home, I anticipate to see these riders do what has never been done before. The doubles seem to have become king in the past 3 months, but watch out for more craziness…
Set your T.V.’s….
Schedule for the Men’s Halfpipe:
February 17, 2010
1:05pm (PST) – Men’s Halfpipe Qualification
5:15pm (PST) – Men’s Halfpipe Semifinals
7:15pm (PST) – Men’s Halfpipe Finals
Schedule for the Women’s Halfpipe
February 18, 2010
12:30pm (PST) – Ladies’ Halfpipe Qualification
4:00pm (PST) – Ladies’ Halfpipe Semifinals
Scheduled 18:00 – Ladies’ Halfpipe Finals
Sex sells. Even though I don’t really like it, It’s a fact and women have to deal with it . But this morning, when I read TW Biz newsletter about the new SI Winter swimsuit issue featuring 2 female snowboarders of the US Team, and after I checked it out, I really wondered if there shouldn’t be some limits.
Check out the link for more info: http://sportsillustrated.cnn.com/2010_swimsuit/winter/
I think it is great that woman snowboarding is being promoted in mainstream media especially right before the most publicized sporting event in the world. But should have it gone this far? Because, seriously, when you are done browsing the gallery, you are more wondering whether this is a joke or what the hell Hannah Teter, Claire Bidez and their sponsors were thinking about when they decided to go for it.
From the sponsors’ perspective, I guess, this is the perfect scenario for product placement. You can see a Burton beanie here and there, a snowboard with bunch of stickers on it, etc.
And for these girls, they are no longer a nobody, they are becoming these “sexy” snowboard chicks. I think the idea is good originally, showing that female snowboarders can go big, but also be sexy. But whoa, when you look at every single photo, you wonder if this type of athlete’s publicity is good for the sport. And I don’t think so. It gives a completely wrong representation of what snowboarding is. There are limits to what you can publish when you try to sell using “sex”, and in this particular case, too many pictures of HT and CB were I think too ridiculous for giving a good impression.
I am hoping that in the future, if female riders need to be marketed to the general public, it will be done more accordingly to the standards of what our sports are about. This was just too much. And I think that in this case, this is bad marketing, at least towards the action sports community.