In the Cybersphere of Internet Technology, the two BIG names that pop-up in everybody's mind is - Google, and, Yahoo! The two Good, Old rivals are always at a competition to overthrow the other! This time, Yahoo! takes the lead, by signing up with David Beckham, as its first Global Sports Ambassador! This strategic Brand Extension has been performed to gain momentum in its marketing tussle with Google.
Bartz said Yahoo! was creating a positioning based on the concept 'the internet of one', but conceded the campaign, created by Ogilvy, had not performed as well as expected. In a bid to make Yahoo! a one-stop-shop for exclusive sports content during and after the FIFA World Cup, the site has enlisted the former England Captain.
Beckham will front the second phase of 'It's you', created by Goodby Silverstein & Partners and spanning print, outdoor and social media activity. He will also interact with the public through Yahoo! Answers Service. Yahoo! UK marketing manager Andrew Cocker said: "Ultimately, we want to get the Brand back to being central to people's lives. Using Beckham will allow us to be part of people's passions."
Its natural for every 'market-follower' to extend its Brand Image and be a Leader in that Niche!
Hopefully, Yahoo! has its metrics right this time!
Wishing Luck and Success to all,
Have a Good Day,