It seems that the fat part of the curve is upon us as the corporate world realizes that savvy consumers of all stripes just don’t buy the old advertising game. The new bargain is, if you give me valuable content of some sort, I’ll maybe think better of your company. Seems a bit tenuous, but I’ll vouch that it works, or used to.
I'll drink to that.
As I write in my book THE ON-DEMAND BRAND, we've reached a point now where brands should no longer view social media as a cool new way to connect with consumers.
We must now view social media as a means by which we as brands can enable consumers not just to connect with us, but to each other. And not just in some virtual space, but in the physical world as well.
This initiative can help break the ice in a social setting - as well as continue the conversation (and/or flirtation) after that beer (or the many, many beers, as the case may be) is gone.
Cheers to Bud for the bold idea.
Read all about it, here.
Social listening examines social media including: blogs, forums, Facebook, Twitter and Youtube, to find out what people are saying and where they are saying it. It’s one of the ways we glimpse actual consumer behavior (vs. reported behavior), and combines with other forms of qualitative research, and quantitative data, to reveal consumer insights.
Gone are the days of relying on clever messaging aimed at grabbing the attention of distracted consumers. Build loyalty.
What are the Geico lizard or old Mayhem going to make of this?
More importantly, what might they do with it?
An insurance company called RSA in the Middle East has created an interactive print ad that enables readers to ask for a quote, no mobile phone or other consumer device required, though the quote comes back via the reader's mobile phone (which obviously provides the brand with contact information it could use for follow up communications).
As PSFK points out, the ad, developed by OgilvyOne, is targeted to prospective customers in Dubai, and supports the brand's "Easy as Ever" promise.
Sure it's early days in this kind of thing - a first step toward some of the interactive print concepts we saw in 'Minority Report' a decade ago - and it will need to be enhanced before it gets truly compelling.
But here, the medium is quite literally the message - an innovative "wow" moment that directly delivers on the brand's positioning.
Read more here.
Tags: ad, advertising, branding, digital, insurance, interactive, magazines, marketing, media, mobile, ogilvy, ogilvyone, print, rsa
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Wireless | 4 Comments »