Another month, another post long overdue. Thank you to anyone still tracking this through the outer reaches of the blogger system. In some attempt at mitigation there are (slightly) more frequent posts on the (slightly more) official site for the Tom Sawyer Effect.
I talked in a recent post about a couple of social media projects that I have been consulting on this summer, but there have of course been a huge number of other campaigns, from the itunes festival that has been driven through Facebook to Vodafone's cricket tournament Street Sixes everybody has been getting involved.
The people's reviewer from Volkswagen, which wouldn't have got ANYwhere without the massive advertising campaign they put behind it. I certainly never saw anything on it being discussed online and it feels like a traditional advertising campaign with some 'real people' bolted on.
The same accusation of advertising driving instead of conversation could be levelled at Lucozade's Energy Challenge, particularly as they have strangely combined high octane physical sports with sponsoring Big Brother. They at least have a decent prize, although it all feels a little like load of forty year old marketing execs put their caps on backwards in a boardroom to devise it.
It gets even worse for Peugeot's Fuel Fugitives, which has been teased with press ads in the nationals for the last month. 'Have you seen this couple?'...sounds interesting, and the core of the campaign is a laudable and even potentially entertaining prospect - a guinness world record to beat the miles per gallon record.
However, when you get there you find out that not only is there not a single opportunity to actually engage with the campaign, it's actually already finished! And as for why they are pretending that the Taylors are breaking the law is just inconceivable. This press release sums up the awful miss of the entire campaign...
So, finally two campaigns that have played by the rules, taken the opportunity by the horns and created something great with it...
Smirnoff genuinely listened to its fans, it celebrated with them rather than marketing at them, and it even got them drunk to the Pet Shop Boys.
The only campaign that threatens to upstage it is the awesome I Spit on Your Rave Zombie gathering planned for the big chill. This is another World Record, but one that you are invited to participate in this time, and one that should get plenty of takers - the most number of zombies to gather in one place. And they're not only going to make it happen and make some content from it, they're going to use it in a Warp Films / Film Four feature film.
Both of these last campaigns fulfill the pre-requisite to succeeding in this space - give people something they genuinely want, and let them get involved - in a meaningful way rather than just giving them a prize. This is what I refer to as user-collaborated content, and the more control gets handed over from brands and their agencies and to (carefully chosen) advocates the better the content is going to get...
http://oppao.net/n-ona/
http://oppao.net/navi/
http://oppao.net/new-d2/
http://oppao.net/fd3/
http://oppao.net/soap2/
http://oppao.net/bg2/
http://oppao.net/host2/
http://oppao.net/lesson2/
http://oppao.net/op2/
http://oppao.net/fl3/
http://oppao.net/bb2/
http://oppao.net/s-este/
http://oppao.net/rd2/
http://oppao.net/kawa/
http://oppao.net/n-club2/
http://s-auc.net/
Posted by: オテモヤン | January 25, 2010 at 08:38 PM
http://oppao.net/n-ona/
http://oppao.net/navi/
http://oppao.net/new-d2/
http://oppao.net/fd3/
http://oppao.net/soap2/
http://oppao.net/bg2/
http://oppao.net/host2/
http://oppao.net/lesson2/
http://oppao.net/op2/
http://oppao.net/fl3/
http://oppao.net/bb2/
http://oppao.net/s-este/
http://oppao.net/rd2/
http://oppao.net/kawa/
http://oppao.net/n-club2/
http://s-auc.net/
Posted by: オテモヤン | March 29, 2010 at 02:44 AM