Archive
How Social Media Is Changing Paid, Earned & Owned Media
http://mashable.com/2011/06/23/paid-earned-owned-media/
“…social media has brought about a change. It not only affected how agencies themselves function on a day-to-day basis, but it also altered the definitions of paid, earned and owned media and blurred the lines between them. Now, the challenge that agencies face is figuring out how to integrate all three forms of media for maximum effect. What follows is a breakdown of what the terms mean, how different agencies interpret them, who is responsible for synthesizing the three channels and how the agencies measure success.”
World’s Biggest Pac-Man Game
http://worldsbiggestpacman.com/
“To promote Namco-Bandai, the creators of the arcade classic, an Australian firm has created what it’s calling the World’s Biggest Pac-Man game.”
The “Dead Web” and “In-App Advertising”
As closed and Peer-to-Peer networks further dominate personal web use, advertising will be forced to follow its audience, as it disassociates itself from the more public “searchable” domain.
“…If that proves to be the case, a dead web may be good for advertising. The reason? Aside from search, advertising on the web has been tricky. Consumers generally don’t click on banner ads — especially not on Facebook — and tend to view ads as an intrusion on their web-browsing experience. In contrast, a recent report by Appssavvy (admittedly not a disinterested observer) found that in-app ads perform 11.4 times better than standard banner ads, which means they are almost as effective as search. That said, app publishers have been working on tweaking the “appvertising” model to make it more effective. Below is an overview of what seems to be working.”
“A “huge disconnect” between consumer behavior and marketer behavior persists — thanks largely to CMOs who have not empowered their interactive marketing teams to deliver the consumer experience, consistent across channels, that people expect these days.”
“That’s the message of a Forrester Research report, “The Future of Interactive Marketing,” out today, and explained by Principal Analyst and Research Director Emily Riley. Consumers, Ms. Riley said, “expect the information about them to carry across a mobile, hand-held, call center, website — and that very rarely actually happens. They think that you, as a marketer, should know everything about them and be one step ahead of them in terms of addressing their interests and needs.”
Hot Wheels Roadside Advertising
http://www.autoguide.com/auto-news/2011/04/coolest-ad-ever-hot-wheels-loop-on-highway-overpass.html
Hot Wheels just got a lot more creative with their roadside advertising. This isn’t your average billboard – they’ve actually installed a giant ‘loop’ in the middle of an overpass in Bogota, Colombia.
From the side, it looks just like the famous loop tracks that Mattel has been entertaining kids with for many years. Now, it’s your turn to get into on the fun. The bad news is that you can’t actually do the loop de loop on your way into work. That’s a whole different advertising campaign that we hope Hot Wheels is working on – along with that drive-thru car wash the spits out your car at super-sonic speeds.
Perceptions of brand quality, and the effect of adjacent advertising.
“The researchers’ findings about the relationship between ads and perceptions of quality were equally intriguing. Conventional wisdom is that advertising is a mild annoyance for readers (some websites offer ad-free versions as a perk for paying subscribers). To investigate this, the researchers placed two types of ads alongside the article about Greece, ones they describe as “cheap” and “good.”
The biggest surprise was that “good” ads had almost as powerful an impact on perception of quality as an editorial brand. When the article was viewed beside ads for Jaguar and Credit Suisse, but without a brand, readers rated it a 6, nearly high as the 6.1 it received as an ad-free Huffington Post piece. Even the “cheap” ads (for online card games and astrology) earned a slightly higher rating of 5.6 for the no-brand story.
But if the article appeared under an editorial brand, readers saw advertising as a negative. The impact was greatest for the most lustrous masthead. The “cheap” ads reduced the perceived quality of the Economist story to 6.2, nearly the ranking it earned as a Huffington Post story with no advertising. Even the “good” ads made readers a little more critical.
This finding may not be quite so uplifting for legacy media companies. It is bad enough that even classy ads slightly depress the value that readers see in their content. More worrying, if you are a publisher, is the apparent power of “good” consumer brands to confer a quality halo on editorial content.
The obvious conclusion to draw is that owners of “good” brands may be able to cut out the publisher altogether and produce their own content. Sure enough, that is one of the emerging trends on the Internet. Retail sites such as Groupon, Gilt Groupe and Net-a-Porter publish their own editorial material. One reason it works is that it is good; Groupon’s writing is smarter and sharper than that of many pure publishers. But the Harvard researchers’ findings suggest we may also like the stories on these sites partly because of the borrowed lustre of the branded goods sold on them.”
Hot Wheels Interactive VIDEO Game
http://www.youtube.com/watch?v=vPGhqQ9vZPM&feature=player_embedded
“It’s the Hot Wheels Custom Motors Cup Challenge Campaign and it allows you to become the pit crew chief and race your car across 3 tracks to victory if you can customise your car with the right gear for the right track. It’s a pretty cool digital experience, and would be even better for kids, who I could see playing it again and again.”
“CHEWZ UR OWN POPS VENTURE!”
“CORN POPS CHOOSE YOUR PATH ! CHEWZ UR OWN POPS VENTURE!”
“Kellogg’s “Chewz UR Own Pops Venture” social marketing campaign. Developed to engage the Bebo audience with the Corn Pops brand, the application includes a collection of movies targeting younger audiences and challenges users to select their path along a wild story line in an interactive social choose-your-own adventure game.”
How You Roll When You’re a Girl Scout Selling Cookies at Facebook
“When the time of year comes around for Girl Scout cookies, there’s no walking door-to-door, lugging boxes of Thin Mints. Here, thanks to Facebook events, an iPhone and Twitter-founder Jack Dorsey’s payment service Square, tech-advanced 9-year-olds can sell 400 boxes in less than an hour. Because when you’re a Girl Scout in Silicon Valley, that’s how you roll.”
http://adage.com/article/digitalnext/selling-girl-scout-cookies-facebook/149003/
The 10 Best Facebook Campaigns
http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/
“…brands realize that solving problems and helping those in need can be a very effective marketing tactic.”
CPPS 