According to Reebok, web surfers logged 1.2 million film views at the shoemaker's website in the week following the Super Bowl. For those keeping score, BMWFilms.com racked up 13 million film views in its first year. And according to this week's Lycos 50, Reebok was the brand that got the biggest boost from the game. Terry Tate himself was a more popular search term than the Dixie Chicks and Osama bin Laden, while searches for Reebok, not counting searches for Tate, jumped by 90 percent. So much for not enough branding.
No doubt sensing a cultural phenomenon in the making, Reebok sends Terry Tate straight at the competition tonight during Fox's American Idol. In a new commercial, Tate berates a streaker for his lewd behavior at a sporting event in a spoof of Nike's recent "Streaker" ad. A risky move, but one that might advance the only real advertising challenge Nike has faced in a decade.