I attended the session, “Creative Showcase II: Cool Stuff - That works!” at ad:tech on November 5 - and was totally impressed with the quality of information, the topic and the statistics. Once again, the panelists were giving “thumbs up” to the blogging community for their part in helping execute tremendously successful advertising campaigns!
How do you make ‘automotive’ appeal to the masses - especially the 19 - 25 demographic in Quebec? With futuristic, interactive, geocaching, intriguing marketing of course!
Without revealing the brand, (Mazda) a huge campaign was launched on the premise that ‘Zera’ from 2333 came to Earth to find the “Essence” of life. From blogging, to print, to street, to billboard, to Facebook, to interactive television, the story line was played out involving a huge number of players who were seeking the “keys” to help Zera protect our planet which was to become ‘homogenized’ in the future, thereby eliminating joy from life.
As the viral campaign progressed, new, unexpected elements were added as needed by the campaign team, creating even more intrigue as clues to find the 33 geocached ‘keys’ were revealed over a 33 day period. The campaign exceeded all projections and Mazda emerged as the clear winner as people realized they were vying for the ‘keys’ to the possibility of winning a new car.
Posted by Heather Smith · Thursday November 05, 2009
Building Great Brands in the Digital Age
The panel was moderated by Amanda Richman, Executive VP, Managing Director of Digital, MediaVest USA.
The panelists included:
Rod Lehman, Senior Director, Americas Marketing HP Software
Zdenek C. Kratky, Director of Marketing Philips Consumer Lifestyle
Chance Parker, VP and General Manager Web Intelligence Division J.D. Power and Associates
Chris Power, Director of Digital Marketing, Tourism Queensland
Queensland Australia showed the world how to build a great brand, create buzz, while involving millions of people around the world.
Chris Chambers, Director of Digital Markeing for Tourism Queensland shared insight at ad:tech during the “Building Great Brands in the Digital Age” session. He created a viral campaign last January which had the world talking about the Great Barrier Reef, while creating tremendous interest in the GBR as a tourist destination. Over 34,000 applications for the “Best Job in the World” were proof of the success of this campaign.
The concept was simple, involving digital media, bloggers, websites, Facebook, Twitter and a website launched in 8 different languages. Key to the success was the built in phases of the campaign to maintain interest during the six weeks. Offering a healthy remuneration for a ‘dream’ job in the most exotic setting had the world talking, dreaming and applying, resulting in extreme interest in Queensland Tourism. The numbers are proof: 8.4 million visitors to the website, 400,000 from Facebook and 5.9 million views of the Queensland content on YouTube.
Chris totally stole the show as he shared the strategy, statistics and phases of this amazingly successful brand awareness campaign at the ad:tech “Building Great Brands in the Digital Age” workshop.
ad:tech expositions, which orchestrates conferences and exhibitions for the global interactive marketing community, has just opened the call for entries for ad:tech’s 2008 advertising awards.
Entries can be made between now and January 11, 2008.
A system for gauging consumer insight among Hispanic audiences launched today through a joint venture of sister market research firms Latin Pulse and AcuPOLL Research. The new U.S. Hispanic consumer testing service offers the ability to quantitatively research among less acculturated Hispanic consumers online. The service is designed for marketers who need to test a few ideas quickly and at a lower overall cost, yet who need the reliability and projectability that traditional focus groups cannot deliver.
On April 25th, the second day of the ad:tech Conference in San Francisco at 9:00 AM, demonstrators from the No More Landing Pages revolution will be gathered in front of the Moscone Center to protest the senseless creation of generic, dead-end landing pages. We are so down with that!
We’re sure you’ve heard but we want to make sure. Google has acquired DoubleClick. With this acquisition, Google obtains something it didn’t have before: entry into the world of display advertising, the ad serving that goes along with that and the close relationships Double Click has with advertisers, publishers and agencies. That one phone call ad buy gets ever closer. Along with the deal, Google gets affiliate marketing company Performics, which DoubleClick recently acquired, further boosting Google’s own recent launch of a CPA service.
Tribble Ad Agency which isn’t really an ad agency but rather a search engine marketing firm or an agency that offers SEO or a just parody site designed to crap on the current state of the ad agency business has caused a debate between ad agency types and search engine marketing folks who are jockeying for position as to who’s best suited to handle a company’s online marketing. We think the SEO guys are a little bit more right than the ad agency guys.
In announcing their launch last month, Tribble had this to say, “Tribble Ad Agency has opened it’s doors and launched our blog to consume companies’ ad budgets and deliver next to nothing by way of online ROI. We promise to build your website all in flash so it never ranks in the search engines. We also like to use image navigation with complex DHTML menus that are unspiderable and employ random ‘keywords’.” And it goes on deliciously from there.
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