Now that the dust has settled around the 2020(1) Olympic games let’s take a quick jump back to 1992.
Usually, when people talk about the Barcelona games and Reebok, they will mention how Michael Jordan (a Nike man) covered his Team USA Reebok logo with the American flag when he climbed the podium to receive his gold medal. But Reebok had an even bigger marketing/branding blunder surrounding those games. And one it’s worthwhile reminiscing about now, as it holds valuable lessons for marketers today.
It all starts with what used to be called “realtime” or “event” marketing—tying your marketing campaign to a timely event – a good practice no matter what, especially if that event is also something as big as the 1992 Summer Olympics. Money in the bank.
At least, that’s what Reebok thought when it crafted a massive campaign around Dan O’Brien and Dave Johnson, the two best decathletes in the United States. The duo had everything: a friendly rivalry going back years, all-American good looks, and mesmerizing athletic prowess. Heck, even their names were marketing gold: Dan and Dave.
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Upstart Reebok (yes, once upon a time Reebok was a relatively unremarkable brand) poured $30 million into the now-infamous “Dan and Dave” campaign, pitting the two decathletes against each other and inviting the nation to pick sides. The commercials, with the tagline “To be settled in Barcelona,” the location of the ’92 Summer Games, turned the duo into instant celebrities, and the public ate it up.
And then the worst possible thing happened.
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After a massive media buildup, including debuting the “Dan & Dave” line of spots during the Super Bowl, Dan O’Brien failed to even qualify for the US Olympic Team. Faced with the reality of absolutely nothing being settled in Barcelona, Reebok quickly called Dan back to Los Angeles to shoot more commercials. The spots, in which Dan is now a hardcore Dave supporter, ran during the Olympics. As for Dave, a serious foot injury had him quite literally limping his way to a Bronze medal in the decathlon.
The story of Dan & Dave should serve as a cautionary tale for marketers everywhere. Let’s review the most important takeaways:
Be prepared: If your marketing depends on an event that is completely out of your hands — who wins the Super Bowl, whether the groundhog sees his shadow, etc. — have versions for other ads ready for all possible results. Reebok likely anticipated that Dan might win, or Dave, or neither, but took it as a given that both athletes would at least make it to Barcelona. That’s avoidable.
Be agile: Reebok made a huge mistake counting on both athletes being medal contenders but rallied quickly in an attempt to save the campaign. Whether or not it had any impact is up for debate, but at least they tried to adapt on the fly. Marketers should always be prepared to change a campaign’s direction quickly in response to outside forces.
Be empathetic: It wasn’t in fashion to show empathy for athletes (or any other celebrity, really) in the early 90s, but the Dan & Dave situation closely mirrors the events surrounding gymnast Simone Biles in the 2021 Tokyo Summer Olympics. Regularly referred to as the greatest gymnast of all time, Biles was expected to dominate the competition and was the face of many different ad campaigns. She pulled out of the competition unexpectedly due to “the twisties,” a lack of mental focus that could legitimately have put her life in danger. Athleta and Visa both issued statements after her withdrawal praising her for taking care of herself rather than gutting it out. Their public support earned them respect from the public, as well as other athletes.
The times have changed, in this regard, for the better. As marketers, you should be aware of that and put that into good use.
No campaign is immune from curveballs, but marketers can work around the unforeseen with a flexible mindset. It’s a key for maintaining any kind of meaningful, long-lasting relationship – in your personal life and with customers.
Oh, and don’t feel too bad for Dan or Dave: Post-Olympics, they both went on to sign with Nike.