Update: Why LeBron James “Decision” is a Game Changer – Marketers Edition

The show that airs tonight, July 8th, 2010 at 9pm EST is simply called, “The Decision”.  The title reflects what traditionally takes 12-15 seconds for most athletes to convey. Not only is this unprecedented, but I you might be surprised to learn where this idea reportedly started, and why it’s better to show up late to the social media party than not at all.  I believe there are some potential game changer elements here, what do you think?

Update: Why LeBron James “Decision” is a Game Changer – Marketers Edition

Earlier this week a post discussed the Marketing Lessons from LeBron James Free Agency, tonight he is revealing his decision in a 1 hour prime-time show on ESPN.  So much has been said about this already, here, I’m thinking about the marketing impact of his Game Changer approach.

It’s Unprecedented

Never has a professional athlete taken 1 hour of primetime as a result of a deciding what team they are signing with.  LeBron’s spin? Share his decision and to raise money for the Boys and Girls Club of America with the program sponsorships.

Image: LeBron’s “The Decision” show as promoted on ESPN Home page.

Reportedly…It Started with the Media

A lot of people are upset that LeBron has gone this route in revealing his team of choice. He negotiated with ESPN reportedly hand-picking the interviewer Jim Gray.  However, according to a Tweet from sports reporter Dan Patrick ,  “LeBron’s ‘Decision’ Show was Jim Gray’s (another reporter) idea. He pitched it to LeBron’s handlers on June 6. http://bit.ly/bxU5KY“

Is LeBron James simply being selfish and narcissistic or is there something more?

Late to the Web and Social Media

Early on one of the top active athletes in social media was Shaq.  To date, Shaq has over 3000 tweets and nearly 3 million followers.  He was a teammate of LeBron’s last year, and LeBron remained uninterested in social media until now.  This week LeBron opened a Twitter account and put up a website.

Some social media gurus have suggested it is too late if you haven’t started marketing your business through social media channels.  Oh contraire!

Questions About the Potential Impact

• Will he go on TV to crush Ohio, and leverage the 1 hour show to apologize?
• How does he go on national TV and leave a northeast Ohio without humiliating them in the process?
• What are the long-term impacts of this approach the LeBron brand?  Compelling story if he stays, cold and harsh if he leaves.
• Impact of “the Decision” approach if he fails to win a title with the Cavs or a new team in the next year?

Some Takeaways I’m Pondering as a Marketer

• Excellence is rewarded. World class performers get special opportunities.
• The average marketer may not have access to national media, but it is important to build relationships with local media and with people of influence.
• It’s never too late to get started with social media or any other marketing channel, have a plan, and start working your plan. Get more ideas about this how here, here, and here.

Where will LeBron Go? No idea, but we will all know soon.  Just as interesting, how will he handle 1 hour of air time for a 12-15 second statement that so many are waiting for? Is he an egomaniac, or is he simply interested in leveraging this platform to help children involved in Boys and Girls clubs throughout the country?

“The Decision” good or bad, will go down in historic on many levels. It is new territory for both ESPN (network airing the show), and the athlete.  For now this Game Changer approach contains lessons for every marketer at any level.

Agree? Disagree? What’s missing? Share your thoughts below.