brand extending, creating, realtiming, social media-ising

It’s a crazy world, but I wouldn’t have it any other way: me and a pair of limited edition adidas’ that I was never destined to own

its a beautiful Friday evening in Sydney, but before I head out for a few drinks for Zaac's birthday, I'd like to tell you a story.  its a story about a great brand, and about how the world of communications works now; but more than that its a story about me and a pair of trainers that I will never now own.  and why thats OK.

it begins last Saturday, when Size sent an email to their mailing list.  on that list was my friend @fraser201 who, upon seeing that contained in that email were some of the most amazing trainers he'd seen an a good long while, forwarded the email on to me.  he knew I'd like it, you see two of my favourite things in all the world are trainers and Star Wars.  and there on the Size email were those two things.  together.  in one place.  Star Wars limited edition trainers.  and they were glorious.

so I turned to Google and got a few results from Star Wars and various trainer sites, but notably saw a result from @adi_originals.  so I promptly hit TweetDeck and fired off a Tweet to adidas, and heard back almost immediately…

Cws_twitter @adi_originals re StarWars collection, awesome stuff!! when are the orange Xwing hightops hitting Sydney? and where can I get them?

Adidas_twitter @cwstephenson The Skywalkers will be available at our Sydney Originals store. Give them a call:

following their link, I got to their Town Hall Originals Store website and placed a call.  the wonderful Chrissie picked up.  she explained that there were strictly limited numbers and that they'd go on sale on a first come first served basis on Friday.  in the diary Friday morning went and I did the polite thing and sent a Tweet back to adidas:

Cws_twitter @adi_originals nice one, thanks – looking forward to picking up some Skywalkers on Friday

and so the week passed.  and when I wasn't working or going out or up to no good, I was thinking about a limited edition pair of adidas Star Wars Stormtroopers, and tweeting about them to @fraser201 and @willsh.  Friday morning, this morning, couldn't come soon enough.

I however, could have come considerably sooner.  too late, I was.  I simply got there too late.  by the time I got to the store there was already a queue and as, one by one, people entered and left the store, the limited editions, one by one, left the store with them.  very soon there weren't any left for me.

I'm not angry or pissed off.  I guess I'm just a little blue.  somewhere in and around Sydney there are limited edition adidas Stormtroopers being worn, or admired, or stored in a safe, but none are being worn or admired or stored in a safe by me.

please don't feel too sorry for me.  there's more where they came from.  the first transport may have gotten away but battle will recommence in a month's time…  the prize?  these little puppies…


but thats not the end of the story, because towards the end of this morning the following popped into my Twitterfeed:

Adidas_twitter @cwstephenson What did you pick up? May The Force Be With You:

adidas remembered.  not just that I was interested in their products but that I was planning on getting some this morning.  four days after our Tweet exchange – an eternity in a world that's converging into RealTime – they remembered and sent me a message.  perhaps its just me, perhaps I was feeling needy, but I find that pretty remarkable.

play my story back again… here's how it went down: a retailer sent a mailer out which was forwarded to me via someone in my network so I searched then tweeted, then tweeted some more, then went to a store and missed out but then received a tweet which contained a link to the below rather amazing ad which I clicked on and watched.

the ad came last.

after all the product development, partnership building, new news generating, social networking and direct communicating, I watched an ad.  and ad designed not to make me go and by something.  quite the opposite.  an ad as an affirmation.  a validation of the journey that I'd just been on.  "thats why I love this brand" is the response it so deservedly earns.

because in all of that story, in all that maelstrom of communications and connections, at no point was any media bought.  at every step along the way it was earned; earned by a brand creating something that in the end I wasn't even able to buy.

its a crazy world, and I wouldn't have it any other way.  good weekends all…


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