Tag Archives | Repeat Watch-Ability

Channel Six Lets LeBron James Speak Directly To Customers

The Six

When you’re advertising shoes that retail for $140 a pair, you need to think big, and Nike is no stranger to that type of large scale, high production value advertising. For the release of Six, a new pair of signature shoes for LeBron James, Nike created a custom YouTube Channel called Channel Six, and filled it with LeBron themed videos, including Chalk, The Story of the Six, and Six Tips.

Channel Six

Unfortunately, while they created some great content for the channel, they also missed the mark with many of the videos, so now it’s time to dive in and take a look at what makes a video successful on YouTube, and what makes a video fall flat.

The Story of the Six is a definite winner. It gives you a behind the scenes look at the features of the shoe and how those features relate to the way that LeBron plays ball. It also gives a face to the shoe as Design Director Ken Link and LeBron narrate their way through the history of the Six, and you can see the personality and the passion that went into each little detail. Sure, you could read all about those features in a magazine or play around with the nifty Flash Demo that they put together on the Nike site, but wouldn’t you rather just hear it from Ken and LeBron directly?

In addition, this ‘features designed to fit the player’ idea continues the trend that Nike started with the Be Like Mike campaign. Want ‘the best performing basketball shoe on the market’ that gives you explosiveness and the ability to switch lanes just like LeBron? Then you better get the shoe that was designed by Nike specifically for LeBron and those types of moves. How do you know that the shoe was specifically designed for those types of moves? Because LeBron is in the video telling you that it was, that’s how.

LeBron James

At just over two minutes, the video is long enough to provide valuable information about the shoe, but short enough to keep your attention throughout. Visually, The Story of the Six is also a nice mix of interesting shots and unique angles with stop motion, brightly lit product shots against a dark background, LeBron clips, well-framed shots of the shoe as Ken Link walks you through the different features, concept drawings and shots of LeBron filling the frame that all come together to keep you interested.

Whether intentional or not, Nike managed to sneak in additional information about the shoe without taking away from the focus on the features by using previous versions of the LeBron shoe as a backdrop, giving you a feel for the history of the shoe without having it forced upon you and extending the length of the video. Plus, as with other good behind the scenes videos, The Story of the Six gives plenty of additional information without over-selling or forcing the brand on you. It’s added value for those that are interested, and Nike understands that when someone’s watching a video about the history of a shoe, they’re already sold, and just looking for a little bit of extra information.

In contrast, the Six Tips series is a definite looser. It consists of thirty second clips that feature LeBron reciting Haiku style ‘words of wisdom’, and provides little to no additional value for the viewer. While these types of kitschy clips might work well as television commercials that are watched one at a time over the course of a few days, it’s not the type of content that a YouTube viewer wants to watch, and the evidence of that fact is seen in the abysmal viewership numbers that keep dropping with each new iteration of the series.

A better option would have been to provide valuable tips from LeBron James on how to play basketball like he does (and thus continuing the trend of ‘be like LeBron by buying his shoes’), which would have built up a dedicated following of viewers that were anxious for each new video so that they could further expand their own skills, but Nike tried to repurpose content that was better suited for other channels, and the online market reacted accordingly.

Six Tips

In addition, the first thirteen seconds of each clip are just the shoe spinning above LeBron’s head, three seconds of each clip are taken up by the video’s title, and another ten seconds are filled with yet another product shot of the shoe on a chair, leaving just three seconds for each tip. Sure, you’re guaranteed plenty of audience time spent staring at the shoe, but will anyone in that audience want to watch another video when ninety percent of each one is taken up by product shots and title slides? I think not.

Overall, it’s great to see companies embrace YouTube and its potential for a gigantic audience of dedicated viewers, but it’s important for those companies to realize that YouTube is its own unique advertising channel, and needs to be treated as such.

The Good:

  • Behind the scenes clip gives interesting and valuable insight into the shoe’s design.
  • Length was kept short to match a typical YouTube viewer’s attention span.
  • The Story of the Six doesn’t over-sell or over-brand.

The Bad:

  • Six Tips didn’t provide any useful information.
  • Repeat watch-ability and pass-along were decreased by the kitschy-ness of the Six Tips videos.
  • Six Tips were over-branded and tried to over-sell the shoes.

The Future:

  • YouTube becomes a unique channel as brands create content that matches the interests and needs of a typical YouTube viewer and doesn’t over-sell or over-brand the product.

YouTube – Channel Six

Chalk Shows Nike Understands The LeBron James Market

LeBron James Candyman

When you’re a company as big as Nike (their current market cap hovers somewhere north of $34 billion), it’s easy to fall back on brand awareness/brand management when it comes time to roll out a new commercial, and that can lead to laziness and stagnation, as you figure that as long as you’re getting the brand name out there and into the public eye, then you’re moving the brand forward.

Just Do It

However, Nike has stayed on top of their game not because they’re willing to sit back and reap the rewards of previous successes, but because they’re willing to push the limits of what’s possible with brandvertising, and prove to the world that they’re not just on the cutting edge; they’re defining it.

LeBron James Season Six

Their latest spot for the new shoes from LeBron James, called the Season Six, features LeBron and his now famous pre-game routine in which he throws a handful of talcum powder into the air. It’s an electrifying moment, and ‘Chalk’ captures the emotion and the power of that moment and turns it into a strong, beautiful, and inspirational commercial:

However, what you might have missed are a few of the finer details sprinkled throughout the commercial:

  • The background music is a song called ‘Candyman’, originally recorded in 1997 by the British indie group Cornershop. Though it’s more than 10 years old, it still feels fresh even today, and along with the fact that Nike gave the chart topping Lil’ Wayne a cameo in the commercial, shows that Nike understands the music that their target audience listens to.
  • Lil’ Wayne, who grew up on the streets, is no stranger to the ‘candy’ (cocaine) during his rise to fame, and the symbolic brushing of the chalk from his shoes (rising from the streets to stardom, which mirrors LeBron’s rise), shows that Nike understands the streets that their target audience grows up on, and the challenge to rise that they are faced with.
  • Jamie Nared, whose cameo in the commercial features her playing against a team of boys (Jamie was kicked off of her high school’s basketball team for being too good) as well as a shot of her standing alone in the girls locker room shows that Nike understands the struggle for success that their target audience must go through.
  • In addition to LeBron and Jamie, the chalk is also thrown by a barber, an amateur basketball player, a student, fans at the game and a donut maker, covering them all and symbolizing the fact that inspiration from an amazing player like LeBron can touch the lives of almost everyone, and shows that Nike understands the power of the players that they sponsor. (Nike’s contract for LeBron was $90 million over 7 years, though they made it when his skills in the NBA were still untested. However, they were willing to support him because they believed in his potential. In addition, the fact that they sponsor the best of the best shows that they understand what it takes to be the best at any sport, and that their products are what players trust to get them to that level.)
  • The chalk thrown in the donut shop (a central meeting place for the working man) and the barbershop (a central meeting place for the urban community) shows that Nike understands the communities that their target audience lives in.

Jamie Nared Chalk

The mix of music, street, struggle, inspiration and community all combine to show that Nike understands the target audience that it is advertising to better than any other shoe company, and if you’re part of that target audience, then Chalk shows that Nike understands you as well. You feel a connection to the brand, and you feel inspired to use your skills like LeBron has used his to conquer whatever obstacles stand in your way.

Crowd Chalk

The Good:

  • Strong connection to the viewer shows that Nike understands the audience.
  • Complex commercials give different levels of meaning to each viewer.
  • ‘Hidden’ metaphors increases repeat watch-ability and pass-along.
  • Longer, slow motion cuts, a lack of color, and a basic storyline slow the message down and let the viewer enjoy the ad.

The Bad:

  • Subtle messages can get lost when viewers are only looking for the punch line.
  • Cutting edge, risky advertising (cocaine references) can lead to brand backlash.

The Future:

  • Commercials tell stories through hidden metaphors and deeper meaning that draws in the viewer and demonstrates shared understanding, building brand recognition but also forming connections that increase brand loyalty.

Nike Basketball

Hat Tip: Ian Schafer