You can’t even think about the ‘90s and sneakers without Shaquille O’Neal and Reebok coming to mind.
Source: A ‘90s Collection from Shaq’s Closet is Up for Grabs—And You Could Win It!
My position on influencers is clearly stated on the site often, but although I may find the influencer Jay Versace slightly irritating (he’s not meant to appeal to me), this is a masterful delivery of content by Reebok.
Shaq gets to be Shaq in an extended YouTube video clip that utilizes flashbacks of Shaq’s prime as a triple threat NBA star (actor, rapper and player). The video delivers classic apparel in a strategy that I’m a big fan of, connecting the OGs to the next generation.
Why the content shines?
In a recent meeting with a company I explained the importance of the marketing department utilizing CMS and long form content on their platform. Reebok masterfully delivers a YouTube video, but it’s the way it’s presented on their platform that shows the power of the brand controlling the narrative. This will take you, the reader, clicking on the source link to watch the video on YouTube.
Source: A ‘90s Collection from Shaq’s Closet is Up for Grabs—And You Could Win It!
The user experience is incredible. The page presented utilizes coding that allows for tagging on the actual YouTube video as it plays on the site. It’s a feature that YouTube removed last year. YouTube had annotations that allowed you to tag the video with clickable links that took viewers to the product being discussed or shown in the video. The copy on the page features the interview between Shaq and Jay Versace and throughout the article are links to the products. It’s not intrusive and it allows the person visiting the page to make their own decision to click through.
When a brand makes an effort to improve the interaction via their own platform I always admire the effort.
Kudos to Reebok.
