Blogs are still my favorite source of inspiration, but lately YouTube (and Vimeo) have pushed curation skills further. One of my latest discoveries was this web series from PBS digital, exploring cutting edge art, internet culture, and the people that create it.
Tricky title by using NSFW on perfectly safe content.
I have nothing against using shortcuts to create buzz, but something felt fishy (and it wasn’t the bear) on this campaign. After spending 5 minutes of my time entertained with the videos, i couldn’t remember the brand’s name. Even considering my short attention span as a Twitter user, that observation kept being reinforced after reading the comments by my friends, all of them praising the campaign but almost none mentioning the brand.
Last Saturday, instead of spending a lazy afternoon on the sofa, i decided to send a brief survey to my Facebook and Twitter friends. Only 50 answers were good enough, since being many of them ad people, they surely paid more attention to the brand than the regular Joe.
What I found out confirmed my suspicion that a great majority of people didn’t recall the exact name of the brand sponsoring the YouTube takeover.
This might be just anecdotal data, but it was enough to reinforce my conviction that using tactics is not enough, specially when your target consumer doesn’t even remember your brand’s name. Or quoting David Ogilvy:
A good advertisement is one which sells the product without drawing attention to itself.
P.S. Perhaps reading too much Ad Contrarian isn’t doing any good to my bad temper regarding these quick fixes.
Game marketing is usually one level up, and there’s a lot to learn there from those trying to capturing attention of consumers.
One campaign that has been making the rounds is APB: All Points Bulletin‘s take on The Human Avatar, a real-time experiment in identity and transformation.
During several stages, Josh, a fan chosen by APB’s online community, will subject himself to a extreme makeover: hair style, piercings, tattoos, and clothing, just as it would happen with the in-game avatar personalization tool.
With 3 stages left, the piercing episode was pretty hardcore but i’m curious about the tattoo . Oh, and you can follow Josh’s hardships @human_avatar or check the pictures on Twitter.
I’m not much into games (time is precious) but as far as marketing is concerned, this does level up. Or are reality shows venturing into videogames?
Loving the new YouTube based campaign for Coke by Wieden+Kennedy Portland.
Centered around the keyhole bottle icon, symbolizing Coca-Colas mysterious secret formula, the video has several overlays leading to unique digital experiences.
I’ll throw a few spoilers linked on the video overlays:
On Twitter, you can follow Dr.Pemberton, Cokes 179 year old inventor, and ask questions about Cokes secret formula.
On Facebook, send your friends a polar bear video message (and the chance to win a free Coke, US only).
Not to mention the video feed tracking the safe where the secret formula is probably hidden.
And by sending a Coke bubble on www.mycoke.com/smileizer , Coke will donate $1 to the National Parks Service for each laugh.
Something tells me that this is not the end of Dr. Pemberton’s adventure. There’s probably more to it.