I was thinking last class in creative ways to make people visit a particular website and engage them in such as way that they recommend this website to other people. Particularly I remember an example of a beer brand in Argentina called “Quilmes”. Somehow they always manage to have the best advertising on TV and online. A fun experience I had in this website was a game where you chose an argentine celebrity, selected from a set of options what you wanted the celebrity to say and then included a friends’ name. The idea was to send this video to a friend by email or post it on Facebook and they would receive a “private” message from a celebrity. This was a campaign for the “friend’s day” we celebrate in Argentina; basically a day where all friends get together and celebrate their friendship. Your friend would receive a tempting proposal and decide whether they wanted to spend the day with you or with the celebrity.
Anyway, after one day, I had received several videos and Facebook was flooded by the brand “Quilmes”. I believe the added value of Internet and especially social communities lies behind understanding what you and the people that surround you find as fun. Thus, by thinking creatively you can engage the community and enhance traffic.
Check this link to see the ad! (After minute 0:37)
3 comments:
I agreed. Engaging with the community is a very powerful marketing strategy. Bacardi did something similar to this awhile back. They hired an ad agency to develop a platform for DJs to compete world wide. The campaign ran for 5 years and had an average brand interaction time of 11.5 minutes per visit.
Although the site http://www.bacardidj.com is not there anymore, their main site is still very engaging. I spent several minutes looking through their different drink recipes.
http://www.agencynet.com/#/portfolio/projects/bacardi_dj
Sophia, that's a great example of a company who has put a lot of effort into reaching a younger market through technology.
I once worked for an advertising firm that launched a digital marketing campaign for Quilmes. They teamed up on a campaign called Hace Confesar a Los Amigos. The campaign was based around El Dia Del Amigos, Argentina's National Friends Day (apparently a big deal for you folks). Users were prompted to submit a picture of their friend, along with a message. The result would be a moving 3-D model of your friends face, speaking the message (I know that sounds weird, here's an example: http://www.youtube.com/watch?v=_i56bEMo2KI )
The campaign was a massive success, which I attribute to two factors: 1) It hinged on a very relevant day that people celebrated (brand equity). 2) It encouraged people to make something for their friends, and was therefore more likely to be shared. This act of sharing helped amplify the message.
Mike,
I remember that ad! It was great too, and as well it was all over the internet after just a few days.
I'm glad you liked it =)
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