K-Swiss has made bold use of viral marketing by releasing the latest in a series of videos featuring Kenny Powers, the main character of HBO’s Eastbound and Down, played by Danny McBride. While this is not the first K-Swiss Kenny Powers video from Los Angeles-based marketing agency, 72 and Sunny, it has already made the biggest splash.
Kenny Powers was first introduced as the newest endorser of K-Swiss in August 2010. In the latest installment, Kenny has been promoted to CEO by acquiring 51% of K-Swiss stock, and he has some new ideas regarding how to sell K-Swiss Tubes. Most of his thoughts include a four-letter word that rhymes with "luck". To be exact, the 4:58 video features 18 F-Bombs, among a few other choice words new to the marketing lexicon.
This campaign teaches us two valuable lessons about the current state of marketing....
Tonight I had a special opportunity to hear from Randall Brown, Director of Digital Marketing at Gatorade, at an event the American Advertising Federation of Kansas City was hosting downtown. As a sports fan, and going to college in Florida where Gatorade was born, I have always been fascinated with the brand and its evolution. Honestly, I was never quite exactly sure how Gatorade fit into the sports landscape – but they were always there. Sure, it always made sense for the athletes, but you don’t root for Gatorade like a team, Gatorade is not a cultural phenomenon or fashion statement like Nike, and although the athletes are drinking it on the sidelines, you can't even walk to a concession stand and order one. That’s why I was shocked when I learned tonight that Gatorade is actually the third largest sports brand behind only Nike and ESPN.