Two weeks ago Dutch retailer Zeeman stunned many fashion gurus by going undercover at Amsterdam International Fashion Week.
They created a fake brand called ‘Frank’ and put on a show at the fashion week. Before fashion week even started they already ‘teased’ everyone in the industry about this new and exciting brand. They basically did everything they could do to create rumor around the brand.
Before the show and during the show everyone was excited, so imagine the look on their faces when at the end of the show the cheap retailers yellow and blue logo ‘Zeeman’ was shown on the big screen!
One of the things I really liked about this campaign was the timing. They created 186 video responses in such a short time frame, that is was almost a real-time response. Another thing I think was good (and is also something where a lot of campaigns fail at) is the fact that they found the right balance. The video responses were directed to anyone that tweeted him, from famous people like Ashton Kutcher to John Doe. He even had some advice for the US president.
This made his followers even more eager to engage with him and as a result with the brand Old Spice.
I think we will be seeing more of these fast paced campaigns in the future.
Facebook addicts listen up! General Motors has a new feature in OnStar its in-vehicle communication service.
As of this month you can subcribe to OnStar and have your text messages and Facebook updates read to you while you are driving. You will even be able to text and update your Facebook using voice commands.
An offical advertising campaign should be starting mid September.
There’s a pretty girl hanging around on Chatroulette at the moment scaring people. The girl is part of a campaign to promote the latest horror movie ‘The Last Exorcism’.
For those of you that don’t know, Chatroulette is a website that pairs random strangers from around the world together for webcam-based conversations (source: Wikipedia).
Meeting people on Chatroulette can be fun, but when you meet this girl, it might not be so much fun anymore. I’ve seen the videos and I wasn’t really scared by the girl, but I loved the flabbergasted reactions of the people she was chatting with.
Advertising is more than just putting a poster on the wall. Advertising according to Wikipedia is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action.
I agree with Wikipedia to some extend on this one, I only have a slight adjustment.
To me, the definition is:
Advertising is a form of repetitive and consistent communication intended to inform and influence an audience (viewers, readers or listeners) to take some action.
A lot of people make the mistake of thinking that Marketing and Communications are one and the same, however this is not true. To me, Communications is: “Influencing (people about) a brand’s reputation by not only saying things about the brand, but also showing it.”