This campaign is huge. Lately I haven't been able to go anywhere online without seeing the online ads for the Reebok SmoothFit SelectRide. And I find it intriguing as a marketer that so much money can be put into a product launch and have so many things go right only to have it fall horribly flat at the execution phase.
I mean we're talking Payton Manning, Yao Ming, Eli Manning, Jason Terry and 4 other athletes all coming together under one product launch to "debate" whether this is a training shoe or running shoe. The online banners bring 2 random athletes together, side by side with the call to action "SEE THE DEBATE". One could only guess what the debate would be about. Is it a shouting match? Some sort of duel? A brawl, perhaps?
Nope. We just hear the audio of 2 athletes giving a wooden, dead-pan, monotone "argument" about why the shoe is a running shoe. Or training shoe.
Hooray. •fizzle•
No video for the debate. No animated graphics either, other than words appearing on the screen to reinforce the mundane audio clips of each athlete.
A soon as the debate is over you can select a different pair of athletes to create a new debate, replay the one you just saw, or share it. But when you click share, just a URL comes up. That's it. Nice.
The best part of the site is the downloads section where you can see a video of each athlete or grab a desktop wallpaper.
In closing, I feel that there are thousands of art directors out there that would kill for this kind of content, this kind of budget, this kind of brand. It's just surprising to see all the pieces come together to assemble something that is, in my opinion, quite lame.
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