Yesterday was the perfect New Year's Day. We brought in a New Year with the usual food and football, but for those hockey fans out there like myself... We also had some great old-school "Pond Hockey". The NHL Winter Classic featured my favorite; Detroit Redwings and the Chicago Blackhawks at Wrigley Field in Chicago.The past two events haven't been nearly as fun to watch since the Edmonton event was like 40 below and snowing. The Buffalo event last year was during a blizzard, frozen snoticles coming off players faces doesn't necessarily make for good TV. I'm naturally partial to the Detroit Red Wings, so I was particularly excited about it, to top it off they won 6-4.
Ok, so how does this relate to my Lead Generation Blog? Well, normally I don't spend time on my blog ranting and going off about stuff I see, but this particular thing seriously annoyed me... The marketing executives at Reebok are either delighted or livid about the performance of their in game web promotion during the first two periods of yesterdays game. Either way, they definitely missed some serious opportunity due to some poor planning. The event turned out to be much bigger than they anticipated and they crashed http://www.reebokhockey.com/ for the duration of the game.
It started out as a really cool idea, whoever came up with this idea should definitely get some credit. However, this proves the point that a good plan, executed poorly can completely ruin the results of your marketing efforts.
The promotion was offering a free trip for 4 to the Stanley Cup Finals, airfare, hotel, day with a hockey legend and a bunch of other really cool prizes. Whoever could spot the player with the missing Reebok logo on their Jersey could enter to win on http://www.reebokhockey.com/. The winner would be chosen from those who entered the jersey number of the player with the missing logo.
I won't go into all the details, but those at home would watch on their TV and those at the game received a pair of binoculars to try to spot him out. Those at the game could register via text message, those at home would enter on http://www.reebokhockey.com/winter-classic/. Great idea right? Well, what happens when you run a promotion like this during the game, on a holiday, advertise it every few minutes and have millions of people watching? The site was completely inaccessable for a while, then completely crashed.
If you look at the bright side, Reebok go some amazing exposure...maybe not as much as if they had pulled it off correctly, but even bad exposure can be considered exposure. What I'd like to know; is how many people they actually captured with this promotion before it completely hit the fan and went south? I'm sure they definitely missed out on capturing hundreds of thousands of names from this campaign. Theres no question, they spent the money on advertising and promotion, so there were definitely missed revenue opportunities yesterday as well as all the future transactions to those who would have registered.
As a marketer, I'd definitely be pissed about losing all of those names...
CP
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