The Diary Ad was beaten out by <a target="_blank" href="http://www.youtube.com/watch?v=EBM854BTGL0"target="_blank">a 3 year old explaining Star Wars.</a> 2836 views to 77,634 views. As the Big Beer Ad ponders will the Diary ad though amusing (once maybe twice at a stretch) sell any milk?<br>Link opens to a new window.
This link has been bookmarked by 8 people . It was first bookmarked on 22 Feb 2008, by Brian G. Dowling.
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22 Feb 08
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- Thought tracing. Firms infer states of mind from the content of a Web search and serve up relevant advertising; a market born of search terms develops.
- Ubiquitous connectivity. As people become increasingly "plugged in" through cell phones and other devices, marketing opportunities become more frequent as well—and technology develops to protect users from unwanted intrusions. A market in access and identity results.
- Property exchanges. As with Napster, Craigslist, and eBay, people participate in the anonymous exchange of goods and services. Firms compete with these exchanges, and a market in service, reputation, and reliability develops.
- Social exchanges. People build identities in virtual communities like Korea's Cyworld (90 percent of Koreans in their 20s are members). Firms may then sponsor or co-opt communities. A market in community develops that competes on functionality and status.
- Cultural exchanges. While advertising has always been part of popular culture, technology has increased the rate of exchange and competition for buzz. In addition to Dove's campaign, Deighton cites BMW's initiative to hire Hollywood directors and actors to create short, Web-only films featuring BMWs. In the summer of 2001, the company recorded 9 million downloads.
The new rules
But what does this all boil down to for companies that want to be successful in this relatively new environment? In the working paper, Deighton and Kornfeld discuss 5 aspects of digital interactivity, including -
Add Sticky NoteAdmittedly, this is no easy feat when you run a scrap metal dealership. But it can be done. One popular video on YouTube, "A Big Ad," features 3 young men parodying a grand-scale, cast of thousands Carlton Draught beer ad for a small local dairy.
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"It speaks to a certain authenticity, which in this world becomes a much more desirable property than exaggeration."
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02 Feb 08
Bruce Lewin"It's more like the Vietnam War now," Deighton continues. "The ideas have to belong to the people you're attempting to engage with, and that's going to be achieved through indirect methods rather than by going directly at the enemy." Instead of overwhelmi
advertising marketing authenticity business interactive media communications transparency engagement
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Public Stiky Notes
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