Failure to “Migrate”

Posted August 1st, 2008 by Adam

Like any football fan, I’m gearing up for my favorite sports season, which is why Reebok’s “Join the Migration” had me riveted within the first 2 seconds of the commercial. I saw this ad for the first time this past weekend and watched as attentively as I have watched any ad in recent memory. Great song, great visual and a unique premise for a sports ad. I love the walking (as opposed to the flying) V.

The ad concludes with a call-to-action: “txt ‘migrate’ to 94444”. This type of call to action is appearing more frequently in TV ads both as a channel to connect with consumers and a way measure the impact of the ads. And although I know sending Reebok a text is an invitation for future SMS spam, I figured I’d give it a try. Despite having no idea what I was texting for, the ad had served its purpose – I was curious and compelled.

And what happened after I sent the text? Nothing. I have not received any return text or confirmation that it was received. I found the description of the text component on YouTube:
Fans can text MIGRATE to 94444 and they’ll be sent a link to the Migration WAP site where they can enter to win a trip to the ‘09 Pro Bowl, download a free NFL wallpaper, watch the commercial, browse Reebok products including the new Speedwick tee with official NFL branding and more.

There was obviously a promotion. I texted again a few days later, in case I somehow botched the first one. But I got the same lack of result. So after Reebok spends the money to create a 60-second ad targeting me, a male in the coveted 25-34 target, the call-to-action is a dead end for the viewer. Although the front end is key in bringing the consumer in, it doesn’t mean a thing if the back end doesn’t execute the main goal of your ad – engaging with your potential customers.

Has anyone had a different experience? Is it just my phone that Reebok hates?

Entry Filed under: Consumer Marketing, Advertising