ok, i admit it, i totally love reebok’s new ($30 million, multi-platform) campaign announcing their community site www.goruneasy.com. i’ve been seeing their billboards all over town, and even just watched an ad on their site, and it’s so fucking clever and cute and makes me laugh every time i see some new bit of their creative.

here’s one of my favorite images from the campaign:

best jab at nike ever!

from: thirdwayblog.com:

The Run Easy campaign is a breath of fresh air from Reebok in a category obsessed with an obsessive attitude towards athletics. Nike has been successful positioning its brand to serious athletes, thus attracting millions of other consumers who admire but do not imitate this level of dedication. Too often both Reebok and Adidas ad campaigns have looked like pale clones of the original Nike strategy. This new multimedia campaign from Reebok aims to position Reebok squarely with casual athletes. It is a risky but worthwhile endeavor.

way to draw the running-shoe consumer identity line, and fucking stake your claim, reebok!

interestingly, here’s nike’s community site: www.joga.com. a site for hardcore soccer enthusiasts, and with a definitvely non-english url… what is it? i’m guessing like…. portuguese for “game”? (it’s juego in spanish… anyone speak portuguese?)

could the community sites of two companies that sell essentially the SAME freakin’ thing be ANY more different?

good to keep that in mind, that the community strategy approach can be just as varied as any other aspect of a campaign, and depend just as much on the kind of user you’re aiming to engage.

yet another question to throw into to the cauldron where that “how to measure the effectiveness of social engagement” mess is stewing: well, did your strategy engage the right audience in the right way?

one shoe doesn’t fit all, remember?