UPDATED 1:45 PM | JAXMAC Folks ... scroll below to find links to videos mentioned from today's technology challenged presentation.
I’m in Jacksonville, FL today talking marketing stuff. In particular, I’ve been asked to address the following:
Word-of-Mouth, Viral Campaigns, Product Placement, and Branded Entertainment are all the RAGE in marketing today. Is Traditional Advertising dead? Can advertisers really create Word-of-Mouth? Has Product Placement become passé?
Wide ranging topic, eh? Well, I put together a presentation which addresses all that and a little more. A collage of a few sample slides are below and you can also download a low-res version of the presentation by clicking on the download link at the end of this post.
Video Links
1 | George Masters iPod video
2 | Converse Gallery (website full of fan-created videos)
3 | I’m into Nuggets Y’all video
4 | Ronaldinho NIKE video
5 | Microsoft does the iPod packaging video
How cool!
Posted by: olivier blanchard | April 19, 2006 at 11:41 PM
Thanks for a great blog and a great presentation! I was just wondering about slide 39. Maybe I'm reading it wrong, but isn't that a surprisingly positive result for Chevy - particularly in the light of the recent bashing that the Tahoe campaign has been getting all over the blogosphere?
Posted by: Dan | April 25, 2006 at 01:41 AM
Dan … in the presentation I clearly communicated (with slide #38) that only confident brands should engage in WOM activities such as the Chevy Tahoe campaign. Brands confident in their products/services can better withstand negative backlash from customer vigilantes. If a business isn’t confident about their offerings then they shouldn’t relinquish “control” and engage in WOM.
I give credit to GM for taking the risky step of giving up some control and creating a way for customers to mix their own commercials. But as others have mentioned, the Chevy Tahoe is probably not the right brand to do such a marketing tactic asking its fans to mix a television commercial. How excited can one get about the Chevy Tahoe? Suppose this tactic was for Toyota’s Scion … I bet the results would be different as Scion is a car brand young consumers can get excited about.
And yes … despite all the online bashing of the Chevy Tahoe tactic, as slide #39 points out … it certainly did create some measurable chatter online.
Posted by: johnmoore (from Brand Autopsy) | April 25, 2006 at 08:05 AM
Ok, thanks. Looking forward to the finalist announcement on Thursday...and the subsequent online chatter.
Posted by: Dan | April 25, 2006 at 09:24 AM
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Posted by: hojjat | October 18, 2007 at 08:40 AM