My Photo

Pete On Adweek

Your email address:


Powered by FeedBlitz

« 2007 Predictions, Diction & Friction | Main | CGM Measurements 101 »

December 31, 2006

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

The soft buzz re Product (Red) is a bit surprising, given the well-executed launch by Bono and Bobby Shriver and its high profile endorsement by celebs like Oprah.

Quite a few of my friends received iPod Nanos for Christmas-in different colors, but none were official Red. Too costly @ $200-250? Apple looking somewhat weakly committed with only $10 going to Africa?

Being in a tee shirt mode late in the year, I wanted to add a Gap Inspi(red) number to my collection. And though I have yet to see one person wearing one, try getting one from Gap. Gone, sold-out.

Well, not quite. Leave it to enterprising consumers to snap up those red tee shirts by the armful, presumably funding the cost of 41 anti-AIDS doses to prevent transmission of the virus from mother to child for EACH shirt purchased--this according to the official (Red) Calculator (Apple take note).

And leave it to those same consumers to make a buck themselves by harnessing the power of at least one consumer-generated online auction site to hawk their Red. I want a Gap Red tee shirt-but I don't want to pay $50 for it and not have my $$ go directly to the African AIDS fight.

Which leaves me wondering . . . What is eBay doing for Product (Red)?

On World AIDS Day, Product (Red) scored (for at least part of the day), a branded link on the Google home page -- hot real estate if only because it's so rarely given away. What was so appalling was that they squandered this amazing opportunity by linking to their press page. They gave people who came via the link no encouragement to do anything to spread the word. Infuriating, but a sign that they could use some guidance in how to leverage CGM to get more out of their campaign.

I'm including a link to a blog post that I wrote about this, if you don't mind.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)


Powered by Rollyo

Twitter Updates

    follow me on Twitter

    Twitter Updates

      follow me on Twitter

      Pete's Articles & Interviews

      CGM-moments

      • Sonoma0025
        Brands I love. Brands I probably need to stay away from.

      Daily CGM Feed

      October 2015

      Sun Mon Tue Wed Thu Fri Sat
              1 2 3
      4 5 6 7 8 9 10
      11 12 13 14 15 16 17
      18 19 20 21 22 23 24
      25 26 27 28 29 30 31

      CGM Photo Parade

      • Photo-Fest
        www.flickr.com
        This is a Flickr badge showing public photos from pblackshaw. Make your own badge here.

      Pages