Amazon’s “Perfect Dude” idea could be a new trick


It’s one thing to watch the views of Dude Perfect’s latest video reliably reach the millions. It’s another thing to see them perform live on a stop on their national tour and experience the burst of energy radiating from what has become a growing industrial complex. They’re not really like that this group is from YouTube. They are a cultural phenomenon occurring among consumers who are largely too young to shape public or adult conversations. My son and I caught them while they were riding around town a few weeks ago and I was honestly worried that there might be empty seats and it would be a bit boring. These fears could not have been more wrong. Every kid there would run through a brick wall after their favorite stuntman. Each child wanted two items from the thrift store. Probably, all parents were shocked by the fact that one of them flew into space. Most of them weren’t ready to ask questions about the Dude Perfect cruise, because who expected there to be a Dude Perfect cruise?

They note that they have a clearly defined market and a proven track record of placing naggins in the field. So it stands to reason that Amazon intends to put the quintet on the alternative stream multiple times this season Thursday night football.

The world-renowned masters of the impossible deliver an unparalleled and insane TNF viewing experience that the whole family can enjoy together. Die-hard NFL fans and kings of viral sports videos (58 million YouTube subscribers), The Dudes are set to raise the stakes with out-of-the-box competition, good-natured performances, and life-changing courage based on on-the-field action. “TNF with Dude Perfect” pushes the creative boundaries and offers a new way to enjoy live games. Watch the boys predict what will happen on the next play and welcome an entertaining parade of tanks, pudding cannons, special guests and the occasional world record attempt.

It may not be for you. It wouldn’t be for me if my kid wasn’t obsessed. But he is, and like so many others, there will be renewed interest in Bengals-Titans or whatever if DP is on call. Will the product be good? It doesn’t really matter if legions of Perfectheads tune in, and in any case, it’s not for the critics. People may not appreciate it at the moment, but it will be one of the best ideas a broadcast partner has had for an ancillary product in a long time. Not Dude Perfect per se, but a well-targeted experience using existing branding. And one that distorts younger than the Bruce Springsteen enthusiasts who laugh excessively at everything on the ManningCast.

Overall, there is nothing bigger than the NFL. In this case, for the specific audience being courted, Dude Perfect is bigger than the NFL. They are the star attraction and the game takes a back seat. Until now, it seemed that the game product was always in the center of the frame, and the faces were scattered around the edges. If Amazon does try to disrupt this system and it works, it could open the floodgates in terms of filling the Wild West of alternative streams with fresh new ideas.

From a neutral point of view, I have to say that I appreciate the swing here. It seems very visionary and as if someone is testing a new door to see if there is any magic hidden behind it. Underestimate this at your peril.

Amazon’s “Perfect Dude” idea could be a new trick

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