Remember Dan and Dave?
I was 8 years old when Reebok launched their "Dan and Dave" campaign before the 1992 summer Olympics in
I'm not blaming O'Brien. I'm confident he did everything in his power to qualify for the games. I'm blaming Reebok for taking a risky gamble that didn't pay off. History proves that athletes backed by big bucks and big campaigns don't do well after all the hype. See ESPN.com's Athletes who fell after much marketing hype for proof.
This year's winter games in
All these much ballyhooed athletes reflected poorly on their sponsors because they didn't triumph. The marketers are at fault here. Instead of waiting to capitalize on athletes' success after the games, they tried to pick athletes who were sure things. When the sure thing wasn't, the marketers looked foolish.
These marketers should learn from the success of Disney. No one ever said, "I'm going to
(For Reebok's take on their Dan vs. Dave campaign, check out the bottom of page 79.)