Article Contributed on: 10/2/2009 11:48:32 AM
The folks who created the "New Coke" campaign can relax now, they've been shoved aside by the Chicago Olympic Marketing Committee.
The Chicago Cubs can enjoy this off-season because someone else has just claimed 'Loser" except it won't be preceeded by "Loveable."
This marketing disaster will be studied for years, or at least until the next big marketing disaster. Which may be a while because this was a doozy.
Mistake #1:
Organizers didn't have the city behind them. Only 47% wanted the games in the first place.
Mistake #2:
Budget estimate: Mayor Daley promised it wouldn't cost more than $4.8 Billion and taxpayers wouldn't pay a penny of it. Then promised the IOC they would cover cost over-runs.
All this after London was already triple over its planned budget for the 2012 games. Winning city Rio budgeted $14 Billion.
Mistake #3:
You wrapped up the final push in Barack Obama and Oprah Winfrey. Not your city, it's people and what YOU could do. You lost total focus on product.
Sending both to make the final presentation was also a sign of arrogance, that it was a done deal that you had it in the bag. Some bag.
The good news, what little there is for Chicago, is blame is going to focus on President Obama instead. It's simply not fair in this case. (However, the President should have known better. He got some bad advice from his staff.)
Chicago, you screwed up. Big time. You've disgraced the nation as a result and will be the fodder for pundits and late night yackers for days, weeks, months and years to come.
Frank Sinatra is rolling over in his grave.