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How to manage and measure the word of mouth revolution

An article by Justin Kirby over at marketingprofs.com suggests how to manage and measure the word of mouth revolution. Not the easiest thing in the world.

Connected marketing is not about control; it is about management. And you cannot manage what you cannot measure.
However, looking at the wide range of connected marketing experiences and approaches in the connected marketing toolbox, you can see that we are not comparing apples with apples. So we cannot apply the same set of standards of measurement to, for example, an overtly branded marketing message that spreads virally, and to the use of a product referral agent whose motivation is ambiguous (i.e., it could be spontaneous or the result of incentives).

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Spec 'design' competitions listed under 'things that suck' on Designers who blog

The blog Things that suck touches on the design industry, politics, and American life in general.

It's perfect timing really, as just this week I came across an announcement (thanks Ronnie) concerning what I have on my own list of 'Things that suck' - unethical spec competitions.

The United Way Logo Contest for Toronto is, in my opinion, a spec contest.
(more inside)

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Saatchi & Saatchi Canada makes film short for Toyota

Toyota Canada Inc. will make advertising history on March 5 when it broadcasts a special two-minute short film during the Academy Awards on CTV to introduce Canadians to the new 2007 Toyota Camry.

The spot was produced for Toyota Canada by Saatchi and Saatchi Canada. The director of photography for the spot is Oscar-nominated Dante Spinotti.

The ad will be available for online viewing March 5, 2006 at 8pm at TheNewCamry.ca.
Read on for stills from the short film.

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3D and hangers for your concepts

Earlier this month UK 3D innovations company, Create 3D, produced the first 3D moving media campaign of its kind for Bacardi. Fallon London looked to Create 3D to provide a flat, single-colour graphic to fit ‘6 sheet’ poster units that would incorporate 3D effect and motion. They wanted the viewer to interact with the dancer and 'move' with the image. The poster character ‘responds’ by replaying at the same speed as the viewer. It is the first time that a flat poster has provided 3D viewing and motion in the same image.

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Battlefield2 trailer homage to Sony Bravia balls

In the "bound to happen" category, homages to Sony's balls (hehe, I said "balls") have appeared on the web. In the off the wall category Snoken Productions called all their gameskilled mates together and directed a Mine2 gameversion of balls. Brilliant.

Link to video

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Shark Bait game from Moroch Partners for McD's

Dallas-based Moroch Partners launched a bilingual, interactive gaming site for McDonald's centering on the Filet-O-Fish and Double Filet-O-Fish sandwiches today.

The online game, titled "Shark Bait," is part of an integrated campaign to remind consumers about the year-round availability of the Filet-O-Fish Sandwich and the limited edition Double Filet-O-Fish Sandwich. The campaign includes Spanish and English language television and radio spots, rich-media banner ads, outdoor and point-of-purchase displays.

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86 the onions hires fresh blood

Brand communications agency 86 the onions received a makeover this month after founder/creative director Chad Rea went on a post-Christmas shopping frenzy, bringing home new blood in the form of Hunter Fine, Steve Porcaro, Ely Kim, and Charlie Hilton. None are sure how they ended up at the Venice-based agency but one source believes the recruitment may have been alcohol-induced. (more inside)

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Microsoft redesigns the ipod packaging

Well, they didn't really but the million papercuts film here is hee-larious to all who have ever experienced clients that dabble... a lot.

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Microsoft Origami Project

Microsoft is back with another odd website, similar to some of the strange ones that lead to the launch of the XBox 360. This one is for The Origami Project, what seems to be a "ultra-portable Tablet". A rather lame "teaser" site promises more info March 2nd. There's more here, here, and here. Screenshots inside.

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Bouncy breasts in ads, for good reason.

For once there's a good reason to have bouncy breasts in a campaign, as these guys sell sports bras, and the creatives wasted no time seizing the opportunity. Check out shockabsorber.co.uk's bounce-o-meter, to understand how much better their sports bra is compared to regular bras.

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