By Rick Mathieson
Name it the electronic new release. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit new release. via no matter what identify, retailers are learning that connecting with state-of-the-art elusive, ad-resistant buyer capability asserting so long to 'new media', and hi 'now media'. that includes specific insights and suggestion from latest best agents in addition to classes from many of the world's so much winning electronic advertising projects, this eye-opening booklet unearths how readers can carry the type of blockbuster stories that twenty first century shoppers call for. Spanning social networking, augmented truth, advergames, digital worlds, electronic outside cellular advertising, and extra, this publication offers an inside of examine electronic techniques being deployed via manufacturers like Coca-Cola, Burger King, BMW, awl Deodorant, NBC common, Doritos, etc. Revealing ten crucial secrets and techniques for capitalizing at the correct mix of electronic channels and stories for any model, this booklet finds the way to call for consciousness! earlier than the viewers hits the snooze button.
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Extra info for The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
So as an example, [back when the iPhone first came out] I had a session with one of the junior people here. And he sent me an email three days before and said these are some options on what we can do in our session. So I said I love them all, but make sure you bring your iPhone. He did bring his iPhone, and we did an hour demo. And of course I wanted one the second he left my office. We’re doing things like that because what you’ll find is that, in our business in general, but particularly with people that have been around for fifteen or twenty years, they’re not as savvy when it comes to 28 ● THE ON-DEMAND BRAND understanding some of the new technologies.
But the reward for participation in this case was merely a text link to an unaired TV spot. Thousands participated. But you have to wonder how many marveled that for all the trouble, all they got was the chance to watch yet another television commercial, but this time on a business card–size screen. That’s not to say video’s bad. Sometimes, video content itself finds life online that could never exist anywhere else. Informed by insights into Burger King’s core customers—basically defined as mostly young, mostly male, who frequent BK five times a month, visit other fast food restaurants at least eleven times a month, and make up the same demographic that gravitates to video sharing sites—Burger King pulled a whopper on its customers.
LK: It’s interesting. They live on Facebook and it’s their whole way of living and breathing and communicating. It’s kind of their life. And that for me has been absolutely astounding. LAURA KLAUBERG ● 29 Here’s a funny story. I went and set up a Facebook profile, and I ‘friended’ them. And I caused a riot among about 200 kids. Within literally hours, there were posts on everybody’s pages about keeping me out. And so I sat there alone for about three months. Then we got a bunch of people in the office to do it.
The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World by Rick Mathieson