In Australia, Rexona has just launched an incredibly content rich advertainment website. Riskville “prepares men to take risks”, testing and challenging them with weird questions and impossible tasks. Take a look around and have fun, there is a lot to discover! (the agency behind it is Lowe Hunt).
If you can read French you’ll surely enjoy today’s article on Le Journal du Net dedicated to the new trends in online advertising. Brands have started understanding the role the Internet can play in the media mix, they are discovering its peculiar characteristics acknowledging “originality” is the keyword to be successful. The article explores four recent campaigns which used humor and creativity to develop something “different” mixing videos and rich media with a viral touch. Arnaud Lecherf, communication manager at IDTGV perfectly summarizes the approach marketers should have towards online campaigns: “Sur Internet, le ticket d’entrée est incomparablement moins élevé que sur les médias traditionnels, notamment la presse papier, la radio ou la télévision. Nous pouvons donc nous permettre de prendre des risques, d’oser adopter un ton plus percutant.” (On the Internet the entrance ticket is cheaper than on traditional media like print, radio and Tv. Therefore we can afford taking risks and dare to adopt a stronger tone).
“Tell a friend” is becoming the most used sentence on the Web. Every marketer wants us to spread the word for them… the situation is becoming rather oppressive or, better, inflated. Everyone is talking about viral marketing! Marketers, advertisers, publishers, every online player has something to say on the topic, even the press which is dedicating more and more attention to the “buzz word”. The latest article has been published on the NZ Herald that starts its analysis from Burger King’s “Subservient Chicken”. Fortunately the article adds something new to the ongoing discussion: viral marketing is risky. As Stephen Pearson CEO of the advertising agency Lowe New Zealand says:“You do have to, by its very definition, take a greater level of risk. If you really want people to have a look and pass the stuff on then it’s almost inevitably going to offend or at the very least provoke [the audience].”
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