Usain Bolt: The Power of Advertising Gone Wrong!

Good marketing is essential for any business, however a very attractive advertisement can distract people’s attention from the product itself.

Samsung introduced the new Galaxy S4 Smartphone and also formed a partnership with Usain Bolt. There was a big promotional event in Westfield, Stratford where the visitors could try out the phone.

However, there was also a banner depicting Usain Bolt in full length. I asked a lady walking along with two children to take a picture of me and Usain. It really looks like I was posing with Usain Bolt himself, and Mickey Mouse on my t-shirt only adds originality and a little bit of American culture.

In return, I offered the lady to take a picture of her and her children. One smile and I walked on. Suddenly, I realised that I hardly know what Bolt was actually advertising. Well, the ad was stronger than the product itself. Many people were so excited to have a photo with the world’s fastest man that they did not take notice of the free trial of one of the World’s fastest phones.

Similar on Saturday. The UEFA Champions League festival was going on in Stratford for several days. Fans, especially the kids, could participate in a myriad of activities which included taking a picture with the trophy.

German fans were raiding our shop the whole weekend. But on Saturday evening, everything was gone. I joined some guys from Yorkshire in search for the live screening of the Champions League final.

We expected that it will be available in the fanzone. But the security at the entrance informed us that there was no screening, the festival shut down at 6:00 pm. Most probably, the authorities wanted to avoid the football violence often rooted in religion and ethnicity.

The recent murder in Woolwich just a few miles down the train had justified such a precaution. But what kind of Champions League festival will end even before the final whistle?!

Anyway, people enjoyed the football, which was proved by a bunch of 'Bayerische' washing down the hangover in a coffee house on Sunday morning.

Erik Redli is a university graduate from Slovakia who is currently living in London. Read more of his posts here.

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