Posted by James_P, March 2 2009 at 12:45
Is this the future of digital campaigns?
http://www.skittles.com/
Skittles have had a rather extreme social media makeover.
Product descriptions on wikipedia, promotional videos on youtube, Product advocates/testimonials on facebook all held together with a nifty little app in the top left of your screen.
I like it, it’s a brave move to allow all of your content to be generated by your consumers, but do Skittles realise what they’ve opened themselves up to?
‘Rufus_Jay’ told the twitter community that “Skittles plan to destroy the human race” this morning.
‘julianharris’ suggests Skittles contain narcotics.
One things for sure, it’s already proving a big hit. People are tweeting away about Skittles bold move, with 1000′s of comments already filling the Skittles feed, and hundreds of thousands of friends on their facebook page.
The perfect example of your consumers creating online buzz for you.
Stop marketing to. Start engaging with.
Posted by James, February 13 2009 at 10:24
Interesting to hear John Micklethwait the editor of the Economist on the BBC Today programme this morning talking about his readership.
He says that rather than thinking about them in terms of Income, Intelligence, etc. they have started thinking in a more psychometric way and asking “how curious they are”, and whether they would be interested in Australia. This opens up a whole new way of thinking about audiences.
Part of what we do is consider personas, and by adding these aspects into the mix you could end up asking better, more informative questions like; how connected are they; do they evangelise; will they scan or dig through my content?
This leads on to better ways of communicating and engaging as well and raises the question as to whether one should consider using NLP techniques when writing copy. Ensuring that there are trigger words aimed at eliciting responses in the different types of personality.
Posted by James_P, December 18 2008 at 16:57
Whilst browsing the Brand Republic website today I was very pleased to find an article detailing Pancentric’s latest digital campaign for Petplan.
The 12 days of Xmas campaign featuring of all things, 12 daily emails provides Petplan customers with exclusive Xmas content, including a selection of funny/cute and altogether sickly videos of animals. Xmas gift ideas, and the chance to win one of three daily prizes.
Brand Republic were even kind enough to detail the success of the campaign to date. More than 500,000 comms, with a 30% open rate and 50% click thru rate.
To read said article, follow the link below:
http://www.brandrepublic.com/Discipline/Marketing/News/869973/Petplan-launches-12-Days-Christmas-campaign/
Famous at last! Made my Xmas that!
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