Noticed Oakley’s effort earlier today, via Frank Strong’s amplify and David Meerman Scott’s detailed post.
They donated 35 sunglasses and the rescued miners came out of the hell hole wearing Oakleys. Quite appropriate, I agree, considering all they’ve seen is darkness, since August and the glasses could help avoid damage to eye when coming out.
But, should a brand align itself with an event like this? It is a rescue story more than one about human triumph or spirit. The miners got help, albeit with great difficulty, after the tragedy that should not have happened in the first place occurred.
Consider the fact that almost any brand could align itself in this situation – a shirt brand could offer clean shirts since their shirts would anyway be dirty. A phone brand could give them new phones to speak to their loved ones. A hospital brand could send doctors to check them as they come out. There are a lot more such opportunities…and all of them could gain airtime for their efforts with a small logo tucked away somewhere.
I do understand that David is referring to the benefits of visibility across the world through prime time television coverage and from that point of view, this is indeed a smart move. But I’m questioning the appropriateness of the act. I recall reading tweets when this coverage was on television…that Indian television channels would have swarmed into the scene asking mundane questions like, ‘How do you feel?’, to the rescued miners as soon as they come out. That was perceived as an uncouth act. Why? Because the TV channels would be concerned more about their ratings and exclusives with the miners than their safe, swift passage to some decent medical care (I’m guessing).
Let me leave you with one last thought – would Oakley’s effort be seen in different context if there was more than one brand involved? Say, Oakley on the eyes, a Tropicana Orange in one hand and perhaps a Nokia in the other…?
I’m sure you understand this is an opinion and there’s no right or wrong in such cases. So, I’d love to know how you view this effort by Oakley. I did a quick check online and found not even one negative mention about this effort – that need not mean I’m wrong (remember…opinion!), but perhaps in the extreme minority.
Photo from My FOX NY.