In another article written back in September (apologies for only putting this up now!) I wrote about the marketing potential of viral campaigns showing some serious successes and failures in mainstream marketing.
As commented on the blog previously Dove has many examples of a viral gotten absolutely right and another example of how it can go absolutely wrong!
Dove’s ‘‘Evolution’’ video viral recorded 12 million views and, interestingly, its latest video viral ‘‘Onslaught’’ had until recently received only a million views. That has increased dramatically since a blast of negative publicity from newspapers and bloggers last month accusing Unilever of hypocrisy. The complaints said the company spread contradictory messages about the essence of beauty by promoting Axe deodorant with a lad-mag view of female beauty while at the same time marketing Dove with a wholesome, full-figured view of beauty.
For more click through the original article...
Posted by cillian | Comments (0)
Tags: sunday business post, viral marketing, dove
Hi all,
I recently wrote a thought piece for the Sunday Business Post on mobile marketing and core uses for brands in the current media climate.
You can check it out here
But it goes something like this....
At Virgin’s V2000 festival s even years ago, Budweiser ran an SMS text promotion.
Festival-goers were invited to text ‘Wassupp!’ for a chance to win stg£2,000. It was the launch of the brand’s Wassupp! campaign and the first major text promotion in Britain.
There has been debate for and against mobile marketing ever since. One side talks up the great promise of mobile and the other talks about the previous undelivered promises. Sceptics call it ‘‘just text promotions’’, but the faithful praise its ability to cut through the clutter and connect directly with the consumer.
The case for mobile is strong. In Ireland, there is over 100 per cent reach (twice as many people use SMS text as e-mail and there are three times as many mobile phones as there are personal computers)...
Posted by cillian | Comments (0)
Tags: mobile marketing 2008, sunday business post, budrising
Donald is famous! Well at least that 's the word on the street after an article featured in last friday's Irish Examiner profiled our Managing director. Apart from the dashing photograph (which appeared not once but 3 times!!) the page spread focused in on the growth of mobile marketing and it's future use as a commercial medium.
Data charges are the sore point right now and they are probably the biggest concern for advertisers and consumers when it comes to mobile marketing. In fact I reckon that high data charges or fear of them is most definitely the greatest obstacle getting in the way of mass adoption of mobile services and consequently stellar growth. Donald shared some interesting insights into the debate on data charges in the article and don't worry if you missed it - You can download it here!
Posted by lisa | Comments (0)