Wednesday, January 13, 2010

ROI on Social Media? Lululemon gives it away

We hear so much talk about social media, but what is the ROI ? We believe it to be difficult to assess because of the exponential opportunities a successful twitter or viral campaign can create. But Ad Age attempts to wrap a number around it in terms of your personal time.

ROI Social Media

The Olympics are just weeks away and marketers everywhere are attempting to catch the feeling. Lululemon is giving away free yoga classes. There is some controversy surrounding the Olympic image and Lululemon.

Marketing Magazine - Jan 13-10

Lululemon Athletica continues to stretch the bounds of Olympics-related advertising with a plan to offer free yoga classes in Vancouver between Feb. 12 and 28.

In mid-December, the yoga-wear retailer drew a public scolding from Vancouver Organizing Committee (VANOC) officials after introducing a clothing line created for a "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011."

VANOC has exclusive Canadian marketing rights to Olympic brands and only official, paying sponsors are allowed to market products under the brand.

The committee is notoriously protective of the Olympic brand, threatening and following through with legal action against any businesses trying to hone in on Games trademarks.

"We expected better sportsmanship from a local Canadian company than to produce a clothing line that attempts to profit from the Games but doesn't support the Games or the success of the Canadian Olympic team," said VANOC director of commercial rights management Bill Cooper shortly after Lululemon announced the line.

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