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Posts Tagged ‘marketing’

Just seen the US Federal Trade Commission is going to be cracking down on astro-turfing. Before the all-weather pitch fans amongst you get up in arms about this threat to a hockey player’s civil liberties, they’re talking about the nefarious business promoting practice type, not the fake grass type. Without wanting to sound too sanctimonious, it’s about time too. It might be that I’ve spent the last couple of years listening to division6 and others at the agency talk about the need for transparency on t’Internet, but when people get caught astroturfing (also known as flogging and puppeteering, apparently), it seems school-boy in the extreme.

The US is slightly behind the UK and the EU on this, with our legislation coming into effect last year (although there are questions as to how effectively it can be policed). Perhaps with the threat of punishment in the offline world, we’ll now see a clean up of online practices. Definitely worth seeing how things progress.

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Ok, so you will find the links to these blogs on the blog roll on right hand side of the page but I wanted to draw your attention to Dave Trott’s writing.

Dave is creative director of CST Advertising (who work for the likes of DWP, Daihatsu, Silver SPoon, NS&I etc) and writes regularly for both the CST blog and for Brand Republic. He has a fantastic writing style – direct, engaging and interesting – and his advice is creative, thoughtful and quite often brilliant. Useful for anyone working in the marketing industry.

Hat tip to Scot for directing me to Dave’s work. If you are so inclined, Dave is also on Twitter.

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Finally, after months and months of….well, very little, the Avatar campaign has finally kicked off with the much-touted movie’s first trailer. You may remember my very first blog post on Chivalry House enthusiastically hyping that this will change movies and cinema technology. Forever.

And it’s not just self-confessed cine-geeks swept up in this. The Guardian, The Times, The Telegraph…. everyone is talking about this movie. Fans seeking free tickets to a 15 minute sneak peek at cinemas crashed the movie’s website. There was an advert in the Metro, not for the film itself, but the trailer. A dedicted advert for a trailer? Since when does this happen?

From a marketing perspective this is pretty darn effective. Not since The Dark Knight’s viral campaign has so much buzz surrounded a drip-feed of movie snippets and trailers.

And here the trailer is.

Will it be worth the hype? Or this is just excitement and a PR machine running on overdrive?

I’m with the former….just.

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‘Mad Avenue Blues’ is a really funny (in my humble opinion) re-working of the Don Mclean classic ‘American Pie’, which you may remember was not so lovingly butchered by Madonna a few years ago.

At almost 10 minutes long, it is the same length as the original version of the song and has a multitude of silly pictures of ad execs in cheesy old school poses (think Mad Men for those who have seen it) to accompany it.

The basic gist of it is how advertising industry has been challenged by the explosion of online content. Example lyrics include: “Bye bye, those big upfront buys, pitched the client who was pliant, but the pitch didn’t fly…singing ‘tech has taken us for a ride…'”

Watch it here:

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Geeks and rock stars – never the two shall meet?

Not so, for Intel…

Love it.

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Lance Armstrong and the LIVESTRONG brand are savvy marketing machines. When Lance is not training for his return to the Tour de France he is updating his fans on Twitter, via his personal site or the Livestong site.  The Livestong website is aiming to become the ” the definitive daily health, fitness and lifestyle destination..and help people take action to make the most of their life, their time, their body and their world.”

Lance and his team produce a ton of cool and interesting content on a variety of platforms – articles, pictures, videos, blogs, tips, applications – and he has build himself a following of over 700,000 on Twitter alone.

Smart and professional, yes. Perfect? No. Last week, when attempting to post videos of his latest training ride on Twitter, Lance accidently posted his personal email address to nearly three quarters of a million fans. The emails immediately began pouring in. One response might have been to ignore the problem, change email adress and never mention it again.  He decided on a different approach. He immediately acknowledged, thanked everyone for the emails, and within five hours had posted a video response that explained the situation and sharing some of his followers’ emails.

A potentially difficult situation brilliantly managed. Some of the biggest brands in the world could learn a thing or two.

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