Viral marketing… it’s just not that hard
Here’s a great example of how you can be strategic online and get some killer press. Thanks to Media Bistro for passing this off.
Murphy-Goode Winery launched a publicity stunt where people compete for a 6-month, $10,000 a month job by submitting one-minute video entries to AReallyGoodeJob.com. The winner lives rent free at the winery and manages the social media campaigns during their term.
I won’t go into the metrics on how well this did (metrics aren’t everything), but they were rock solid. And while I’m not a fan of the video’s content (too slick for our tastes), the idea for this campaign was fantastic.
Why can’t some of the bigger brands have this sort of creative thinking? I realize the bigger the ship, the harder it becomes to steer, but as media continues to become more social (ha!) and smaller brands are doing more with less, marketers for big firms are going to need to become savvier and quicker in their campaigns.
We’re often asked to come up with ideas that are (get ready for it) OUT OF THE BOX and sometimes, unproven. Usually, these ideas don’t get implemented for more traditional tactics, such as an ad buy. While we’re not knocking the value of advertising, too often it’s the physical ad that’s compared to the tangible results from a PR campaign… which is a poor comparison. This is a longer discussion for another time, but if brands want to cut through the clutter, they’re going to need to continue to think creatively and quickly.
~ by doubleb on April 30, 2009.