“The opportunity for marketers is thatinstead of having to pay for their messageto run somewhere, they can ‘earn’ mediafor free, via consumers spreadingYouTube clips, Groupons, and tweets.”Sacks, Danielle. “The Future of Advertising.” FastCompany. 17 November 2010. <http://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html?page=0%2C1>
Why they were advertising: To launch the new EAgame, All Points Bulletin (APB)Target: a crowded marketplace, cynical gamingaudienceBudget: LimitedSingle most persuasive idea: the powerfulcustomization engine that is unique to APB.
Results: Almost 46,000 people voted onthe customization aspects of the humanavatar. Then continued to watch when hewas virtually recreated an released intothe game.When the campaign ended 5 millionpeople were aware of it and it hadclocked up 186,000 YouTube views.
Strategy Board involvement Ego Remarkable Insecurity 1st to post magic/story entertaining Trust hipness Attention belonging viral Validation results To Be approval Heard
How can you bring a socialnetworking component tothis Ikea TV spot?