Avenue A/Razorfish, the digital ad and media planning service has partnered with Pluck, the social media technology company to create AdLife, which apparently will be a traditional digital advertising tool with social media marketing elements. It will incorporate things like user-generated content in online ad units.
This could be a big deal. Or maybe not. I want to know more. I’m wondering how the content will be generated. In real time? How will it be delivered/transferred to an ad unit? If a guy in Boise writes a review for a book and it ends up on an ad, will I get that ad even though I have no idea who the guy from Boise is?
Sounds like I’ll be contacting some PR folks. Or, for that matter, I’ll just ask Shiv Singh.
No Comments » Posted on August 10th, 2008 by Jonathan Trenn
This is horrible tacky cheesy. Yeah, that’s it. Cheesy. I guess as an amateur video, it does show passion. I guess. Sort of reminds me of the songs you’d he on kid’s shows with the characters singing and playing instruments.
1 Comment » Posted on February 15th, 2008 by Jonathan Trenn
MediaPost is reporting that Kimberly Clark is going to unleash a consumer generated content (CGC) campaign for their DentaBurst Teeth Cleaning product. It starts right around Valentine’s Day targets young women, aged 19 to 25 who go to movies and are online. That probably accounts for 95% if that category.
The campaign will be fully integrated with this phase initially encompassing a thirty second commercial shown in movie theatres in which a young women calls on people to “replace me on the big screen nationwide. Upload your own video at dentaburst.com”. The commercial will show young people using DentaBurst throughout the piece. But that’s not all. In this contest, the winner will get $10,000 for “the party of your dreams”.
A few things…
I’d suggest having multiple winners. Keep those five as winners. Have them go national. The important thing here isn’t being #1, it’s being on the big screen. A larger (and hopefully more diverse) pool of winners could make the entire effort more democratic and more tangible to its target audience. I’d say it’s more common for young people to want to “be like them” as opposed to “be like her”.
I’d also can the line “party of your dreams”…unless DentaBurst is specifically going to spend the money on a party. That’s because the $10,000 can come in handy for things like college tuition.
No Comments » Posted on February 4th, 2008 by Jonathan Trenn
The culture of participatory social media is having some surprisingly significant effects on both the way satisfied customers play a role in contributing to the marketing message development of products and services. And it is also playing an increasingly important role in defining the key touchpoints that customers use in the deciding factors one what to purchase. What makes this all the more noteworthy is that much of this is rooted in offline purchases. I’m putting this together from two recent studies…
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