The Old Hidden Logo Trick
Finally a pro sport is running a promotion to drive viewership of a broadcast game. Reebok designed the jerseys being worn in the Winter Classic hockey game, being shown on NBC on New Year’s Day. One of the jerseys is missing the Reebok logo; if you can figure out which player is wearing that “mystery” jersey, you have a chance to win at reebok.com.
The leagues and teams (and even fans) have always been hesitant to tamper with the players and equipment, feeling that it could affect the integrity of the game. (Who can forget Marvel & Sony trying to put the Spiderman 2 logo on the bases during the 2004 MLB season, and nearly getting run out of town for it?) But marketers have been increasingly dissatisfied with the promotional options available to them, as over the years every beanie baby, floppy hat and lucky seat number has been executed to exhaustion. Finally Reebok has been able to execute a compelling idea that engages the viewer into the broadcast.
Two problems, though: There was no pre-promotion of the challenge, so you kind of feel like you stumbled upon it if you happen to be watching the game. And worse, it’s nearly impossible to see the players’ names and numbers, let alone the tiny reebok logo on their backs, from the distant camera shots being used for 90% of NBC’s broadcast. So it’s more of a guessing game, as in-game announcements encourage you to find the missing logo, but the telecast itself makes it as hard to see the logo as it is to find the puck. The Reebok website lets you choose from a list of possible players, so maybe people are just making a guess.
Still, I applaud everyone for executing a fun, differentiated idea that actually leverages the telecast. As consumers (and marketers) get more and more jaded, it’s more important than ever to find new ways to engage them.
January 23rd, 2009 at 9:14 pm
I was one of those viewers that “stumbled” across the promotion. I share your thoughts about it as well. They briefly caught my attention (by chance) but it had little traction. I don’t know if it was the minuscule target on the jersey or the blowout taking place on the ice.