In days gone by, in the olden days, all those years ago (2008?) there was 'online marketing' and there was 'off line' marketing, and the the two stayed very much apart. They've moved closer together in recent years (and continue to do so) and the latest Old Spice advertisement campaign in the US is a fantastic example of bringing together and creating a real Dramatically and Demonstrably Different message.
It began as a pretty good TV advertisement which was copied and mimicked by lots of people on YouTube, and then they built on this.
Recognising that it was becoming an internet 'hit', they created 'personalised' versions for specific individuals who they knew would then blog and tweet about it creating a massive 'word of mouse' campaign.
They started off with Kevin Rose, the founder of Digg after he'd posted a tweet saying he was poorly by sending him a 'get well message' in a similar form to the advert!! Hs then tweeted this out to over 1 million people, many of who, I'm sure retweeted it to lots more!
They followed this up with a 'personalised message' to Perez Hilton, the celebrity 'gossip' broadcaster and blogger, who again sent it out to all his millions of 'followers'.
The whole campaign is a great example of :
- Being 'innovative' in your approach to getting your message across
- Crossing the media channels and maximising the way they are combined
- Targetting and building on the power of key influencers in your market place
- Harnessing the power of 'word of mouse' by doing stuff that actually gets people talking
OK, so you may not have the money to spend on a 'glamorous advertisement', but what could you do to be 'innovative', 'crossing', 'tapping into and building influence' and ' doing stuff worth talking about'?
Anyway, I'm off for a shower, and now I've blogged about it, I'm waiting for my personalised video too!!!!!