Viral Ads...What's the point?

Today we had a class discussion looking at the Levi's ad "Guy walks across America" 

The general consensus of the room was that its a really cleaver ad, demonstrating how marketing and communication today is moving away from a push marketing approach, (that is the company or seller directly tells you information and why you should buy the product, and is now about engaging the audience is a subtle branding exercise that allows the audience to sub-concisely associate themselves with the person and the ideals of the advertisement. 

However, I disagree with this pretence, this ad is to subtle, and not enough people watching make the association that this is promoting jeans, or even consider that jeans is an important element of the ad. 

If we look at the general discussion on the actual Youtube page we can see that whilst some people make the association with Jeans,  "this would be a good levi's commercial", "i dont know why, but i really really want to buy some levis" "BEST. LEVIS. COMMERCIAL. EVER" are just some of the few times Levi's is even mentioned in the comments. Most of the discussion is around, who is the music by, and a completely inane discussion on why if the title says America,  when the guy didn't walk through South America and Canada. 

Now it is clear that Levi's did not want this to be seen as an ad in the normal sense of the word, and I am sure the comment  "This would make a good levi's commercial"  is the exact sentiment they would be looking for, it is not the norm, and even if you say its the majority, would it not be equally as effective if they had more branding at the end. 

Furthermore, whilst the video is engaging many people may not watch until end missing the pocket zoom  at the end in any case. 

If we look at the Olympus Pen Story ad we can see a video that also went viral with over 2.8 million views employed the same technique just made the branding at the end far more clear and less subtle. 

Are you less likely to watch  or  share the Olympus ad because its more clearly an ad?

I personally am not, I am equally happy to view the ad based on the creativity of the production, it does not bother me that one is and ad and the other a subtle product placement, if anything, I am more upset at Levi's for trying to promote to me something on such a subconscious level.



The production of both ads in terms of time and money is clearly extensive if I was a company I simply would not take the risk. But, that's just me...

What do you think? 

Facebook is no longer just virtual...

I came across this blog by Dvir Reznik it shows a case study of the "Real Life Like Button" Please see the blog for the actual story of this devise (or see the embedded video below).

 In short- the system was developed by an Israeli firm e-dologic (Hebrew) and it allows the virtual world of Facebook into the real world.

The devise was used on a summer program called Coca-Cola village which is essentially a 5 day fun filled camp full or activities intended on encouraging real life social interaction. With the "Real Life Like Button"  Teenagers at the camp are a able to post activities that they enjoyed doing directly to their Facebook wall.

It is clear companies are utilizing Facebook more and more, and it is especially useful to tap into younger demographics.

However, have coca-cola gone to far this time? Is Facebook so much a part of our lives that  even when we are away we have post and comment about things?

What's more when is it going to end, is every single tourist attraction going to have one of these boxes?

I actually can see it being very useful at a theme park. With every ride is a box and it can film them or post a prerecorded film of the given ride to the persons Facebook page. This would be a very effective means of promoting the theme park.

What do you think of the idea and do you see it more applications of it in everyday life?

The Australian election and social media networks

Twitter, Facebook, and Youtube are clearly some of the most visited websites in the world, and indeed Australia, all of which can be, as previously discussed a unique way to tap into new demographics. Youtube can allow video's to be emailed, posted, 'digged' by all that view them creating a viral buzz.


Today many marketers realise this potential including our politicians, so with just over a week until the election I thought I would take this opportunity to look at what our politicians are doing in the social media networking world.

This is a look at what Labor is doing. The official ad with other 100,000 views in just a few days has been removed due to copyright infringements, so I will be making sure this link actually works.








The Liberals have been following up on their successful Kevin O'Lemon campaign with a take on Julia's new party.



This ad despite being on the internet since the start of August has only had around 45,000 views.

• Which ad do you think is the most successful?
• Should the either party change their message?
• Can they be accused of a lack of creativity?
• Is this the best tactic in the election?

Would love to start a debate on this one!

Noam

Facebook Selling

This blog is in reply to Digital Chateau's blog on 'Ebay or Facebook buying'.

The blog talkes of a designer on Facebook selling their creations via facebook. "a lady who made one of a kind, beautiful, custom dresses. She then actions some of the bits and pieces off on her Facebook, using a commenting system to bid. I have never seen this before and it seems such a smart thing to do."

I found this a really interesting concept. I feel on a whole it represents where Facebook is moving to. Many people check their Facebook on a very regular basis. I know some of my friends use Facebook to replace their 'usual' email. Facebook is clearly no longer just about sharing photo's and updating friends about a great movie they saw, its about the transfer of news, personal and business promotion.

If Facebook can take over email why can't it take over websites aswell. Already we can see that some 'Risk taking' companies use a URL adress to link straight to a Facebook page. Take for example the Boost mobile "textaholics campagin" http://www.textaholics.com.au/ links straight to http://www.facebook.com/boostmobileaus

If you have any more examples post them here.

As for using Facebook to buy actual items, I don't really like it, I personally think its going a bit far...but if Facebook can work out a way to do it in a more secure manner then I'd be all for it. Facebook is slowly developing into a onestop Portal this is both convientant and clever.

How do you feel about everyone seeing what you are bidding for on Facebook?


 

"Easy A" Social media marketing

Hoyts, Chadstone 31/07/10

Hi all, so last night I went to the movies with my friends, and I came across this ad, I thought it was a great way to try and generate buzz via social media networks.

The sign encourages fans to upload photo's of themselves with the star of the movie to Facebook or twitter,



To see how it has works check out their facebook page

http://www.facebook.com/EasyAMovie#!/EasyAMovie?v=photos