Every so often I post things to this blog and Michael Kogon (Definition 6, CEO) says: "Great post... I'll be sure my kids don't see it." I can't guarantee that this will be a great post, but I can pretty much guarantee that he won't let his kids read (or at least watch) it.
Launched about a week ago, this K-Swiss video, where the fictional Kenny Powers of HBO's Eastbound & Down is promoted to CEO of K-Swiss and hires real athletes and fitness celebrities to run the show with him will, in some way or another, someday make a wonderful marketing case study. No doubt, the five minute video is creative, funny and doesn't in any way water-down the Kenny Powers character (as I first expected it would). And as much as I enjoyed watching it, sharing it and discussing it... it leaves me with many questions.
Will it garner much deserved attention?
Launched about a week ago, this K-Swiss video, where the fictional Kenny Powers of HBO's Eastbound & Down is promoted to CEO of K-Swiss and hires real athletes and fitness celebrities to run the show with him will, in some way or another, someday make a wonderful marketing case study. No doubt, the five minute video is creative, funny and doesn't in any way water-down the Kenny Powers character (as I first expected it would). And as much as I enjoyed watching it, sharing it and discussing it... it leaves me with many questions.
Will it garner much deserved attention?
It already has. I'm likely a few days late in writing this.
Will it sell more shoes?
In the short term... probably.
Cheers for being brave and getting noticed. Now what's next and can you move me beyond laughter?
Will it endear people to a brand that - until the first Kenny Powers video (posted 1 year ago on Funny or Die) - was pretty much for old school tennis players?
Probably not.
Long-form content is great for quick awareness gains. But once it's been viewed, it's rarely something people re-watch. An awareness spike is great, but without a relevant follow-up, what did you really accomplish? I'll be curious to see how they plan on continuing this... or better yet, how they plan on topping it. As a marketer, I'm more impressed by the client's bravery and willingness to push the limits. It makes me want to work with K-Swiss more than it makes me want to buy their shoes or feel close to their brand.
Cheers for being brave and getting noticed. Now what's next and can you move me beyond laughter?
Powered by Compendium