Personally I think that this type of campaign can do amazing things for a brand that is not always measured in numbers. Just establishing a brand as hip and cool in the eyes of the consumer.

More and more consumers are able to look right through marketing ploys as exactly that. However, when you do a campaign like this and don’t overly push the brand it makes it feel more like you are giving something back to the consumer and not just trying to push a product on them.

As far as the site design, I don’t mind the large header at all I think people are certainly getting more and more web savy to be able to figure out different lay outs and designs quickly. Especially the target market of a campaign like this. Personally I find it relieving when I come across a site that isn’t the same as every other design out there.

Thanks for the feedback. Couple of thoughts. I agree that the site design could be better, the header is a bit deep—though it’s a scrolling design and that’s pretty clear.

You don’t know what the consumer benefit is to aggregating content? I’d say it’s bookmarking. I used the site myself to keep track of media as it was being updated vs. going to Twitter. then You Tube then Flickr etc. And as I shared links, I was still able to link them there.

Future initiatives will most likely be even more interactive, but not sure about the intrusive comparison—you have to find the content and choose to view/read it. interruption models actually interrupt you.

You’re also overlooking that nearly 50 pieces of content were updated/uploaded in just 4 days. That’s not something I’ve seen a lot of from brands. We’re just looking at metrics now and the teaser clip had 2,138,977 views.

Anyway, we’re learning as we go. Thanks for the thoughts.

It’s great it’s all online and all streams come together in one place (not sure what the consumer benefit is but we’ve all been trained to believe it’s great…) but the site design sucks. The top nav bar is huge and takes over half the real estate on my screen with very little real benefit.

And where’s the interactivity? Isn’t that what digital’s all about?!!! Where can I get involved or is this just old school intrusive marketing done digitally…? Not at all impressive.

Also think adidas haven’t done very well out of this. Aside from the athletes featured, this feels like it could be for any b’ball brand… ‘cept it’s not good enough for The Other B’ball Brand…

Mike, there is at the end of each video, but it’s by design that the mentions are not too heavy handed.

Dwight is an adidas sponsored athlete, so this is a way to show a more candid view of the weekend in addition to the more formal product information (which there is as well).

How do you think adidas could benefit more directly?

Are the YouTube videos and Flickr photos just free media to drive to the microsite? While this is all an interesting venture (and perhaps I’m a bit premature to judge), I’m not seeing how adidas is benefitting from this when the draw is the player and hype to the slam dunk contest…

Thanks. It’s a step in the right direction. This was pretty much the vision we sold in when talking to adidas, producing content that could exist anywhere—be portable yet also be aggregated.

Will be good to track this as I’m sure it will be a challenge uploading content from the weekend on the fly (the way users do), but it’s the right idea.

I’m going to get into basketball a bit more as well.