Either Nike just jumped into a viral video race with Kswiss, or they simply came up with a brand name for the method Vanessa Bryant used to stack her bank account. Welcome to the #KobeSystem. Vanessa, you’re welcome.
Guilty by Association
Kobe Bryant, despite his superhuman talent on the basketball court, has somehow managed to reign as one of the most unliked athletes in the NBA. These videos show a different side of Kobe. This campaign associates him with a group of very unusual suspects. Kobe is really funny. Kobe is likeable.
Kobe’s co-stars: Musician, Kanye West; Tennis Player, Serena Williams; Comedian, Aziz Ansari; Soccer Player, Landon Donovan; and Motivational Speaker, Tony Robbins. Unlike the recent KSwiss campaign which focused on exciting a very narrow audience, Nike decided to cast a much bigger net by associating Kobe with a diverse range of popular celebrities. Marketing to a wide customer base is no easy task. Nike “just did it”.
How Social Media Changed the Game
The internet is not bound by the outcries of your local PTA meeting. No longer do you need to spend hundreds of thousands of dollars broadcasting G Rated ads during Saturday morning cartoons. On the web you can stream scenes from the movie Full Metal Jacket or American History X right in the middle of an episode of Barney. YouTube, Facebook, and Twitter have created an interconnected word-of-mouth recommendation network. #MakeNoise and Generation Mac will talk about your product. They will do all of your heavyweight marketing for you.
That, my friends, is why I’m on the #KobeSystem. You’re Welcome.