Tuesday, September 21, 2010
Rule #3, Post 1--Lesson #3 Keep it simple
Hello everyone! One of the lesson learned from this chapter says "keep it simple, social--and preferably events-based." A good example from the chapter was how CSI conducted a murder mystery within the world of Second Life in which fans could actively participate with their avatars. Can you think of another event-based campaign that a company has launched that was either successful or a failure and why? Please feel free to add any links to web-sites or videos.
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One event-based campaign that stuck with me was Mini Cooper's Mini vs. Porsche campaign. They kicked it off with this YouTube video (and a full page ad in the NY Times) formally challenging Porsche to a road race:
ReplyDeletehttp://www.youtube.com/watch?v=TkltL1cWei0
They hit the major social media sites pretty hard, through the Mini Facebook page, YouTube, and Twitter.
All in all it was entertaining, as far as advertising goes. Hyundai even jumped in the mix when Porsche initially declined the race, offering to step in. When Porsche did finally accept, they ended up smoking the Mini at a track in Atlanta.
Even though the Mini lost, they viewed this event as a success.
Very fun Spencer. Thanks for this find!!!
ReplyDeleteI would see that mini marketing campaign as a success and a failure. Although people were paying attention to and following mini and porsche, when mini failed to back up its challenge, it may have lost credibility in a market driven by performance.
ReplyDeleteI don't know that I agree it was a failure. We are talking about it now and we remember the sponsors which is more than half the battle.
ReplyDeleteHowever, I can see your point with regard to bringing in new customers. I am not sure that this approach would cause anyone to run out and buy a mini.
Saw this on Food Network's "Unwrapped" one time. It seems to be a great example of event-based marketing because it involves the customer enough to create real interest in the product.
ReplyDeletehttp://www.myjones.com/
Jones Soda Co. has very customized labels that can be ordered and designed by customers. Notice the word "custom" in customers. That's what people have always and will always want. At some point, they even requested artfully done photos for the official labels that went on all the products. Anyone can be a photographer. The challenge is sort of irresistible!
Yeah thanks for this. Really pretty fascinating.
ReplyDelete