I was watching Monday Night Football (OK fine, it was on in the background while I shopped for shoes on the Internet) when a commercial caught my attention. The moment: Derrick Rose grabbing his knee on the Bulls home court; all of Chicago stopped in disbelief, fear, sadness. Bartenders spilled drinks, fans slumped over without a cheer left in their hearts, a basketball silenced on the playground courts. Suddenly, a sound of happiness—the clanking of metal. But not just any metal, the leg press. That’s right; Rose is working out, and he is working out hard: grunting during ab work, quick breaths during cardio and sharp exhales during the bench press. Then there’s the slow clap, the cheerleader’s pom pons, and the crowd’s screams. And finally, like a hero back from war, D Rose enters the arena ready to take back his game...his city...his world.
If I didn’t do a good enough job explaining it, watch the commercial here.
Every now and then, something grabs your attention, pulls you in and gives you goosebumps. You might smile. You might cheer. You may even shed a tear. But once it is a part of you, you don’t forget it. I am not even a Bulls fan (Let’s go Cavs!), but this commercial made me smile. It made me happy for Rose, and, more importantly, it made me an advocate. This content was downright amazing. Plus, who doesn't love a comeback?
I checked it out, and thanks to the handy hashtag #thereturn, I found out Rose’s return is an entire web series. (For those of you who already knew about this, admittedly, I’m a little late to the game, but forgive me, please.) Adidas really nailed content marketing, and in video format no less. Let’s take a look at why this content really works:
When you implement these ideas into your content marketing, whether it be print, blogs, downloads, videos, podcasts, tweets or any other channel, you are bound to come up a winner. After this content, we are all in for D Rose. Lebron who?