Kofi just sent me this article. Thought it was an interesting read.COLUMBUS, Ohio (AdAge.com) -- It's been a year since the first Red T-shirts hit Gap shelves in London, and a parade of celebrity-splashed events has followed: Steven Spielberg smiling down from billboards in San Francisco; Christy Turlington striking a yoga pose in a New Yorker ad; Bono cruising Chicago's Michigan Avenue with Oprah Winfrey, eagerly snapping up Red products; Chris Rock appearing in Motorola TV spots ("Use Red, nobody's dead"); and the Red room at the Grammy Awards. So you'd expect the money raised to be, well, big, right? Maybe $50 million, or even $100 million. Try again: The tally raised worldwide is $18 million.
By any measure, the buzz has been extraordinary and the collective marketing outlay by Gap, Apple and Motorola has been enormous, with some estimates as high as $100 million. Gap alone spent $7.8 million of its $58 million outlay on Red during last year's fourth quarter, according to Nielsen Media Research's Nielsen Adviews.
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1 comment:
...its tough but with time it will live up to the hype. As the article mentioned a lot of companies have not closed their books for 2006 for the $18 million is not really accurate.
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