Grading Dunlop Biomimetic Marketing Campaign

ManuGinobili

ManuGinobili

Hall of Fame
A marketing campaign for a new line of products is all about creating the hype. How do you think Dunlop is doing so far with its Biomimetic?

Started off with the swoop of the hottest free agents on the market, Davydenko and Verdasco. They also created a mystic vibe with statements like "Davydenko is testing Dunlop technology" or Verdasco playing a blacked out stick.

Dunlop then slowly leaked information out through various venues: facebook, twitter, rep and, I think most clever, pictures of common guys holding a 300Tour.

Final products of this campaign (so far)
Catalog
http://dunlopcatalog.com/Tennis.aspx

Promo video
http://www.youtube.com/watch?v=SS6v4CdZ7kc
 
ManuGinobili

ManuGinobili

Hall of Fame
Now a separate post coz it's my own opinion and I don't wanna mix it in with the stuff above

I would have to say I'm more impressed by this campaign than the Youtek or BLX campaigns.

The d30 seems a little too advanced for racket tech, and the release of the Speed line, which Head had hoped would piggyback Djokovic's success, was a bit of a let down. They could've gone the safe route and released the Radical (which was a beauty anddd proven quality) first. Anyway I give them props for the courageous move and the brilliant Djoko commercial.

BLX, IMHO, was too much BS. It also doesn't help that they flushed 10+ (I think total was 15?) models upon us. It also doesn't help that the only known qualities were the BLX90 and BLX95. Other models were drastically changed - Surge, Pro, Pro Tour- or given ridiculous names like the Khamsin Five.
The info on the Basalt and playtest results came back mixed was another factor that led me to never be intrigued enough to try a BLX.

All of this, considering Head and Wilson are powerhouses, and how just a year ago Dunlop had a crappy website and paid almost no attention to marketing, has made me quire impressed with Dunlop's effort up to this point. The game however is not over and we will see what/how they'll do in the coming months.
 
J

jdubbs10

New User
I think they have completely rebranded themselves and put them back on the map as far a a tennis company. I like what I have seen so far. The marketing material looks great. I like how the info is being leaked a little at a time to create some good buzz about the brand.
 
Fedace

Fedace

Banned
ManuGinobili said:
A marketing campaign for a new line of products is all about creating the hype. How do you think Dunlop is doing so far with its Biomimetic?

Started off with the swoop of the hottest free agents on the market, Davydenko and Verdasco. They also created a mystic vibe with statements like "Davydenko is testing Dunlop technology" or Verdasco playing a blacked out stick.

Dunlop then slowly leaked information out through various venues: facebook, twitter, rep and, I think most clever, pictures of common guys holding a 300Tour.

Final products of this campaign (so far)
Catalog
http://dunlopcatalog.com/Tennis.aspx

Promo video
http://www.youtube.com/watch?v=SS6v4CdZ7kc
Click to expand...

2011 catalog link is NOT working.
 
BobFL

BobFL

Hall of Fame
I am REALLY impressed! This video is very sophisticated and the music selection is just perfect.
 
ManuGinobili

ManuGinobili

Hall of Fame
Yes apparently the catalog has been withdrawn... shame... it was quite well made and fit right in with the theme Dunlop has been trying to create.
 
J

jchl97

Rookie
The video was also removed by user. I guess they didn't want news to leak so fast after a second thought. Glad I saved the catalog.
 
Power Player

Power Player

Bionic Poster
They are viral marketing the hell out of you guys right now. The Catalog and Vids were pulled on purpose folks. It creates interest and a demand to see it NOW. You didn't have that feeling 5 mins before reading this thread and seeing that there was a catalog up did you?
 
BobFL

BobFL

Hall of Fame
Yeah, I am curious but it takes more than that to pull out my plastic friends ;)

BTW, PP they have 2 x 30-minutes used APDGT in Special Tee on IDrive strung with RPM for ~$175 :)
 
You must log in or register to reply here.
Top