Post It And They Will Come?

During my morning perusal of AdPulp, I came across the news of Ogilvy’s new advertising pitch for Tassimo coffee makers…which is going to consist of webisodes and a consumer-generated contest:

“Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group. “Purely interruptive marketing simply cannot accomplish that.”

Beyond the fact that these webisodes, which has acting and production values that make it look like something that ran on my high school’s internal television channel, just aren’t original or entertaining, the idea that some webisodes, a website and a promotional overlay will start conversations with consumers is simply wishful thinking of the sort that somehow seems to convince clients, but reasonable people know are just empty words. >>Full Story

Thoughts// A great post from ad blog 'the daily (ad) biz' on a recent new media campaign for coffee maker Tassimo. As the article alludes to Tassimo simply followed the pattern of (what seems to be) every other new media / interactive / viral campaign that we have seen during the last year. Make some 'funny' videos (I use the word funny in quotes because the videos are merely laborious...I did not make it thought the whole clip), put up an authentic fake-office website and let the laughs roll in!

I am unsure how this online campaign complements the rest of the marketing campaign for Bob, but alas, I am afraid it misses the mark with or without an offline execution.

Like Mo and I have been talking about for a while, not all new media / interactive executions are right for your company / brand. It might be too expensive, too time-consuming, not have the right content or not the right fit for your audience.

Take the time and determine which one of these new and amazing interactive opportunities will be the best fit for your goals and target audience.

And if it is making a series of videos, just make sure they are actually funny.

Putting the 'I' in Viral Makes Web Ads Infectious

Go munk, elf or scrooge yourself; everyone else is. Viral campaigns that ask consumers to add their own picture or voice to a person or animal have yielded substantial results for brands like OfficeMax, Purina and Careerbuilder. >>Full Story

Thoughts// Not totally travel related but a recent article in BrandWeek recently examined the popularity of ads that compel consumers to add their photos or voices into campaigns. Apparently we're all egotistical because these campaigns are extremely popular! Consider:

• Burger King's "Simpsonize Me" has generated over 77 million page views and 40 million photos have been "Simpsonized"
• 9.5 million elves bearing faces have been created on OfficeMax.com (ok, I'll admit I created mine just for this blog!)
• 1 million "doggie emails" have been created on Purina.com

While these campaigns are definitely fun and create good buzz for your brand, I am wondering if there are conversion studies that gauge how they impact the bottom line? For example, I was a huge fan of the "Snakes on Plane" promotion where your friends get a personalized (pre-recorded) phone call from Samuel L. Jackson...however, I never saw (nor do I intend to see) the movie.

I Work In Phodalona

Now that Mo and I have shown several examples of missed online advertising opportunities, let's take a look at the way AT&T has tied an online component into a new ad campaign.

Thoughts// Most people have recently interacted with AT&T's first non-Cingular ad campaign, titled 'Where Do You Live.' The ads, filmed in Wes Anderson's cinematic style, show several people working in a variety of locations, such as Kantucornia (Kansas, Kentucky and California). The campaign has also included an outdoor and print component.

For our purposes, let's take a look at the www.attwheredoyoulive.com interactive component. While the site relies heavily on Flash, the payoff is worth the possible compatibility issues. Users can enter the locations they work in (Phoenix, Scottsdale, Arizona) and the site generates your own 'location.' Then, you can select a motto (Honk, if your from...). At this point, the site resembles several previous online campaigns.

Where this campaign begins to differentiate itself is the combination of creating your own custom product (see my bumper sticker above) and the letting you order this customized product from on-demand retailer Zazzle.com. So instead of simply emailing your funny saying to all your (very interested) friends, you can actually order products...in this case shirts, mugs, bags and stickers...with your user-created content on it.

Granted, while most people, even people who love AT&T, are not going to order 2 or 3 custom Calidolina t-shirts, this type of execution at least creates a path to a valuable viral marketing opportunity. Instead of AT&T, what if your organization was actually loved by millions of consumers...such as Coca-Cola, Starbucks or Southwest...then a viral marketing campaign such as this could be very powerful.

For example, the Discovery Channel store on the popular on-demand product site cafepress.com.

Or, how could a campaign such as Colorado's 'Let's Talk Colorado' take advantage of sites such as Zazzle.com and on-demand products?

Wondering whether or not someone would actually purchase Oregon-branded products? Do a quick search on cafepress.com for 'Oregon.' Regular users (you and I) have created over 13,200 Oregon-related designs, which are available on 443,000 products.

Say it with me, that is a lot of brand advocates wearing an 'I (tree) Oregon' t-shirt...

...which, just in case you are wondering, is available in 8 different styles starting at $18.00.

Unknown Canada Goes Viral

With little to no branding involved, Tribal DDB Toronto's ploy for the Canadian Tourism Commission began last August and sent an unassuming couple on a jaunt across three major Canadian cities--namely Toronto, Ottawa and Montreal.

Posing as tourists, the pair were told to indulge themselves throughout with the only stipulation being to capture their fun on a digital camera and a camcorder. The footage was then sent to be inserted into 1,000 USB keys, which were also stuffed with MP3's of hip Canadian acts along with the couple's itinerary. They would then be "mistakenly" left in key American markets, including Chicago as one of the central locations.

Those who found the keys and loaded them up would find an embedded link once they played the MP3's, which directed them ultimately to the landing page "Unknown Canada." Nevertheless, the clever strategy leads the key owners to a site that includes a host of information and destinations for not just the three cities mentioned, but also Vancouver and Calgary. Additionally, descriptions of Canadian indie acts like Stars and Malajube can be perused, adding up quite an experiential taste of our neighbors up North.

Thoughts// A quirky little site from our friends to north, Unknown Canada, shows 'adventurous' travelers some of the little known sites and sounds of Canada. The real star of the show is the way this campaign was introduced to the public via USB keys or flash drives...similar to the promotion of the most recent Nine Inch Nails album, Year Zero. A clever way to get consumers actively involved with your brand...as long as you deliver a payoff worthy of the effort involved.

Adding some additional content, such as a few unique videos and mapping features to the site, would be a way to further engage the consumer.