No one likes spam. Audiences have become more sophisticated, using blockers, apps and DVR’s to filter advertisement from private life. And how do most businesses respond? Send out more spam. Instead of focusing on developing quality content and new experiences that would be welcomed, companies drift back to familiar promotions audiences hate. Why? Well in the short term, you might get a sales spike pushing a discount. But in the long-run you risk turning people “off” and turning them “on” to the competition. Best to get past your own spam, and set up socially charged entertainment to attract the loyal customers your spam is loosing. Here are a few White Gazelle samples how it’s been done down through the internet ages…
2007: Qwest Inside Connection Microsite
DraftFCB wanted to explore new on-line experiences as compliments their sports event promotions for Qwest. White Gazelle organized microsite features to entertain Seahawk fans while endorsing the brand. Brainstorming with the sales managers and senior creatives we focus on activities such as ringtone/wallpaper downloads, polls and photo contests that would expand their current strategies into both social and mobile marketing.
Producing quick studies to map out the technical requirements the microsite’s functionality easily transitioned into a final treatment.
Use co-branding microsites as hubs to "test drive" social and mobile media.
2002: Bubble Gum’s Secret Candy Lab
Yah, social media has been around for awhile, no matter what the “experts” say. Back in 2002 Wrigley wanted to create something entertaining for children and insightful for their marketers. Focus group measures were translated for an on-line community where children could sign up as “mad scientist” to create their ideal candy. Young users could even vote, alert friends and rate each others candy creations – cool stuff.
The “Candy Lab” attraction resulted in an increased site traffic (20%+) while providing Wrigley with superior tool to collect marketing research within COPPA provisions.
Rewarding customers with fun experiences builds brand value without having to discount the products price.
1996-97: Lincoln Navigator Riddle PR Game
Now here is a real flash from the past. Before banners became standardized, some brands like Ford Motor Company and GM opted for fun demos to educate the user about new, unheard products like the Lincoln Navigator back in 1996. E-commerce was not 100% secure, especially for high ticket items, so the focus was not on “sales” but tracking impressions, favorable responses through message boards, emails and by becoming “Site of the Day!”
Beta/rich media like “Shockwave” and “FutureSplash” (AKA: Flash) were used to secure nominations and votes.
Demonstrating a product through a new medium showcases your passion to connect and relate with customers.
That was the core objective back then. For the brand to be recognized for it’s ingenuity and for creating memorable experiences with new technology the user valued. Imagine that. Looks like this past “digital” fashion might be coming back in “social” style.
