discobeta

Like any football fan, I’m gearing up for my favorite sports season, which is why Reebok’s "Join the Migration" had me riveted within the first 2 seconds of the commercial.  I saw this ad for the first time this past weekend and watched as attentively as I have watched any ad in recent memory.  Great song, great visual and a unique premise for a sports ad.  I love the walking (as opposed to the flying) V.

The ad concludes with a call-to-action: "txt ‘migrate’ to 94444".  This type of call to action is appearing more frequently in TV ads both as a channel to connect with consumers and a way measure the impact of the ads.  And although I know sending Reebok a text is an invitation for future SMS spam, I figured I’d give it a try.  Despite having no idea what I was texting for, the ad had served its purpose – I was curious and compelled.

And what happened after I sent the text?  Nothing.  I have not received any return text or confirmation that it was received.  I found the description of the text component on YouTube:

Fans can text MIGRATE to 94444 and they'll be sent a link to the Migration WAP site where they can enter to win a trip to the '09 Pro Bowl, download a free NFL wallpaper, watch the commercial, browse Reebok products including the new Speedwick tee with official NFL branding and more.

There was obviously a promotion.  I texted again a few days later, in case I somehow botched the first one.  But I got the same lack of result.  So after Reebok spends the money to create a 60-second ad targeting me, a male in the coveted 25-34 target, the call-to-action is a dead end for the viewer.  Although the front end is key in bringing the consumer in, it doesn’t mean a thing if the back end doesn’t execute the main goal of your ad – engaging with your potential customers.

Has anyone had a different experience?  Is it just my phone that Reebok hates? Complete ad here:

This post also appears at DIGtrends.