with the mobile boom looming, but obviously not in full boom as eMarketer points out in a recent report regarding the current spend trend in this channel. but i wanted to make a few predictions here so i'll have something to look back to and double-check my instincts in the future. ready? here i go!
1. boom thrives in the masses
at this very moment, the best form of mobile advertising is driven by events where consumers can enter contests or txt a msg to a jumbotron. at this time, txt is much more comfortable for the common people who may not have an iphone, sidekick or any other phone that supports wifi web browsing. until this type of technology becomes available at a reasonable price for your kid sister and your mom to pick up, mobile advertising will continue to be limited in scope.
2. let the leaders lead and the rest will follow
it will take 5 more years before this type of technology will be fully adapted by the average person. just look at the ipod! i think there was at least a 3 year drag between early adopters and mainstream. this is a strategy in itself because the early adopters want to adopt early, and the mainstream want to wait until the early adopters have deemed a product worthy before adopting. i myself can't afford to be an early adopter, but i feel ok with that because i don't really want to overpay for the guinea pig that will be nicely revamped and improved in only a few years.
3. connecting consumers in real time
where online advertising is driven by niche/social/contextual, mobile advertising will be driven by personal/instant/location.
Thursday, March 27, 2008
Monday, March 24, 2008
save the earth - post a vid
today's kids are groomed at a young age to lead the future's brand advocacy which is controversial since their underdeveloped cynicism isn't adequate defense against advertisers. instead of preying on their innocence as some brands have done, whole foods is encouraging kids to get involved in a good cause (i.e. the environment).
timed lovingly with earth week, the whole earth generation campaign is asking kids to share a 2 min. utube vid showing what they're doing for our environment and they're encouraged to be creative about the format. the most popular vid will be featured in a campaign leading up to Earth Day (April 22) and the winning young activist will get to host a whole green generation podcast.
this is so good for the brand and the success of it doesn't necessarily lie in the numbers, but the deep emotional impact it's going to have on the whole foods families that participate.
scion figures out audience's sweeeeetspot
i used to work on a car account which shall remain nameless, and we tried really hard to create a cult following using "viral" campaigns, stupidly slow "interactive" microsites and all the usual bs tactics used on a tired customer db. but unless the car is sexy enough to be in a james bond movie, cult followings are not for sale.
scion's Scion Speak microsite caught my eye because it doesn't force you to watch a 30 second flash intro of the car and there is nary a hot spot in sight. instead, you can create your own nicely designed decals for your scion (assuming that you own a scion) that you can print and get it tagged on your ride, or download as a JPG or buddy icon.
when you're done, your hot new badge gets added to a giant spiral shaped gallery where you can look and steal others:
Friday, March 14, 2008
Dear Baby Jesus, please bless Apple, Nintendo, Chanel...
www.christvertising.com"Christvertising takes a whole new approach to market your brand. We skip the strategic deliverables. We pass on the matrixes, the deliverables and the metrics. We ignore any viral functionality. We focus on the ultimate end-user: God." - Dr. Evan Pelt, Christvertising.com
For real??? Prob. not but take a browse around because it is some funny fucking shit. Thank GOD it's Friday!
Monday, March 3, 2008
movie promo ppl are creepy
a facebook tactic to promote the movie, untraceable, was pulled before i got a chance to check it out. the movie's about a serial killer who broadcasts his snuff films online - and to create buzz, universal pics decided to create a facebook group: "Kill With Me"
the page promised:
"This guy is going to die. You want to see his stinking flesh burn and bleed and blacken? Until he's some twisted dead thing? This is what you want. And I've filmed it especially for you. The more fans I get, the more I'll show ..."
during the 5 days while this page was live, unipics slowly revealed more clips from the movie. and they expected the page to be pulled since facebook is clearly against content that's "hateful, threatening and obscene" and have moved on to more traditional means of promotion.
i really wish i could've had a chance to see how many people this group collected - even if it shows a really creepy and unscrupulous side of universal pics and its promo company, the picture production company, i bet it did the job! and i bet the movie won't be even 1/10000th as good as the promo tactic.
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