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Jeremy Lin of the New York Knicks owns the court
For New York Knicks phenomenon Jeremy Lin,[link widoczny dla zalogowanych], the flash has come so quickly he's not just leaving opponents in the dust - traditional marketing and merchandising can't keep up.
Lin, who has shot to fame seemingly overnight by leading the Knicks to victory,[link widoczny dla zalogowanych], scoring 109 points in his last four games,[link widoczny dla zalogowanych], has turned the typical slow build-up of fame on its ear.
"What I've been impressed by - from the technology perspective - is how prepared Lin was for this onslaught of attention. It features humorous videos such as "Jeremy Lin on How to Get into Harvard,[link widoczny dla zalogowanych]."
But as for official NBA merchandise, that's been hard to come by. Lin T-shirts and jerseys are sold out at the Knicks' online store and the site doesn't yet sell replica jerseys. Customers can buy blank Knicks jerseys and customize them with Lin's name and number.
Neither Adidas nor the NBA saw Lin's meteoric rise coming.
"Getting the story out has really changed in the last five or six years since the emergence of social media,[link widoczny dla zalogowanych]," said Jacqueline Voci,[link widoczny dla zalogowanych], co-founder of Soya Marketing, a Vancouver-based marketing firm that specializes in social media.
Rather than a packaged message delivered over a long period of time through traditional channels such as marketing or advertising,[link widoczny dla zalogowanych], "social media has given a voice for people to say, 'Okay you want me to buy that, tell me about your industry and your expertise,'" Voci said.
"It forces companies to be more real with people about what their strengths are,[link widoczny dla zalogowanych]."
It has also given athletes,[link widoczny dla zalogowanych], actors, and other celebrities a direct avenue to fans, and a chance to build a solid fan base.
"Lin had lots of streams going; he was just waiting for his audience. Thanks to his performance with the Knicks, he now has it. And thanks to his being prepared in advance, it'll be much easier for him to keep it,[link widoczny dla zalogowanych], and profit from it,[link widoczny dla zalogowanych]," Hill wrote.
On the flip side,[link widoczny dla zalogowanych], the immediacy of Twitter and Facebook and other social media doesn't give people "a chance to assimilate the brand image that they want to project onto the market place," said Andrij Brygidyr, president and founder A Merchandising Ltd. and adjunct professor at the University of Toronto's Rotman School of Management.
"Lin may be the loser in all this because he probably hasn't figured out how to trademark his name and his reputation and his brand yet. Everyone will jump on that because he's not trademarked. on Monday, shares of MSG rose 3.8 per cent to a record high of $32.32, on three times the normal trading volume.
Lin is helping MSG Network attract new male and female viewers across all demographics, says Mike Bair, president of MSG Media.
"It's all to do with the product. In marketing we teach students the four Ps: product, price, promotion and place. You have to have the product. This guy has the product. He's really good right now,[link widoczny dla zalogowanych]," Brygidyr said.
Getting repeat business has always been the challenge of traditional advertising - and that doesn't change the world of new media, said Ken Wong, marketing professor at the Queen's School of Business.
"Take a product that has no qualities and you have nothing to put in the ad. You may be able to get people to get it one time but you'll never be able to get them to come back the second,[link widoczny dla zalogowanych], third and fourth time - and that's where the real money is," Wong said.
The fall too, on social media can be swift. What happens when #Linterest stops trending on Twitter? A fall from grace can happen to the best of brands: Tiger Woods, anyone? (Many observers are calling Lin the most famous Asian-American athlete since Woods.)
But ultimately it comes down to quality Wong said - and Lin, right now,[link widoczny dla zalogowanych], seems to be the real deal.
"What Jeremy Lin's story shows is that it's not the medium. It's the product," Wong said.
Add up the the combination of factors that make Lin a curiosity - averaging more than 26 points in each of his last five games, being a Harvard grad, his Taiwanese heritage, "and you've got all of the ingredients," Wong said. "Social media is just the lubricant. It makes it go a little faster."
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