AND JUST LIKE THAT… WHAT PELOTON JUST TAUGHT US
Spoiler Alert: This article references a major plot development in the first episode of “And Just Like That” the “Sex and the City” revival series now streaming on HBO Max.
Like many of us, I was completely stopped dead (no pun intended) in my tracks when I stumbled upon Peloton’s response Sunday afternoon to the recent media blitz of the HBO Max series And Just Like That’s ending, which resulted in the fall of its stock price by double digits in a matter of hours upon its airing four days earlier.
Setting aside for a moment on where your individual feelings might lie on the ending itself, not to mention why Carrie didn’t call 911, there are incredible lessons here, many that I believe will be referenced for years to come by the digital fitness companies swift and clever response.
The mere speed in which this all came together is mind blowing. Early reports suggest it was 48 hours start to finish. For those of us who have spent time in this space, 48 hours is unheard of when an almost $4 Billion dollar global brand is in the mix. Imagine the amount of red tape that usually comes with something of this magnitude. Everything from calendars, contracts, negotiations, travel, site selection, production, and the approval process (ohhh the approval process).
I can’t help to think what results might look like for brands if all roadblocks, sign off’s, approvals, and nonsense were cleared to make way for authentic and timely content. Sure, this was crisis mode at its finest, but if you strip that part away, you are left with something incredibly pure. Timely and creative content, not overly thought out, that resonates with an audience. Isn’t that always the objective?
Above all else, what seems to work the most here is simply how it serves everyone involved, as all stake holders here are winners. Peloton gets to save face and stick up for itself, successfully flipping the script. Instead of hiding in the corner allowing this to simply just “happen” to them, Peloton puts themselves back at the table where they are “happening” to it, this time as the leading voice in the narrative. The show wins by quadrupling down on the hype of its succesful premiere, not only adding a few logs to its fire, but a barrel or two of gasoline for good measure. Finally the fans. Certainly not the least, the fans win the most. You see, the audience has been emotionally invested in these characters for well over two decades, many still in shock of what took place. The idea that they were provided with this alternative ending certainly helps bring some lightness to the topic, and in many ways has helped provide some necessary closure.
Ryan Reynolds and the team at MNTN have cemented themselves as the go-to resource for all things crisis management, but underneath the headlines is an incredible lesson in authenticity, speed, and the ability to create compelling content that truly resonates with customers… minus the red tape.
See you on the leaderboard.
Chris
Written by Christopher Harlan
Originally published at https://xtopherharlan.com.
