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Situation:
Although the case against Kobe Bryant had been dismissed in
September 2004, clearly the circumstances and media attention
had tarnished Bryant's image. Nike was unsure whether to continue
with Kobe as a spokesperson.
Solution:
Listening to the blogosphere can give candid insight into
what consumers think about a topic or product.
Outcome:
In July 2005, Nike announced that it had re-upped its spokesperson
deal with Kobe, limited to Sports Illustrated. Subsequent
Umbria research indicated that Kobe remained the second most
popular NBA player among Gen Y males, despite a negative perception
among other demographic segments.
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