Competitive parity is the method of determining an advertising budget, designed to maintain the current Share of Voice. Since KLM is actively launching new communities, it looks like more campaign based advertising budget is churned into long term brand programming. See KLM’s and Air France’s latest launch of social traveling network Bluenity.
Well, where should I start? I applaud KLM for their approach and attempts to innovate and learn. We bloggers quite easy tend to criticize all we see, but we forget too often give compliments to the ones who try to differentiate themselves. So I will try to be realistic and objective.
In the new commercial Matt celebrates the hassle-free joy of the unnecessary currency exchange due to the mass acceptance of Visa, as he travels around the world. The advert debuted in Hong Kong and Korea and will be broadcasted in eight countries and territories in the Asia Pacific region over the next few weeks.
Viral Friday is the weekly viral video chart of ViralBlog, showing the 5 most popular viral videos, commercials or user-generated videos, carefully selected and ranked by popularity, viral impact & spread.
This weeks Viral Friday #1 position goes to OfficeMax with the new version of Elf Yourself OfficeMax does it again with its highly viral Elf Yourself concept. The runner up spot is for Nokia’s N96 Bruce Lee viral. An impressive video to promote the newest design from the Nokia N96; The Bruce Lee edition. Ozzy Osbourne’s WoW commercial completes this week’s top 3. In this advertisement for World of Warcraft Ozzy Osbourne claims to be the one and only Prince of Darkness.
Do you want to see this week’s list from 1 to 5? Go on then, and have a look! We’d like to hear your opinion about the virals. Have fun!
Cardo Systems, a maker of Bluetooth Headsets, launched at the end of May this year a viral video which most of us still have in mind: Popcorn with Cell Phones. In the video, people used their cell phones to pop corn into popcorn. But just a few days ago the video got banned from YouTube.
The story of Cell Phone Popcorn Video
At first, people speculated about the realism of the video. Some bought the fake, others immediately saw the manipulation. Let’s take a look at the numbers. The video was live for 180 days and received in that time around 9 million views with several accounts. With these numbers, the video can be seen a big viral success.
On November 14th 2008, brewer Heineken has officially launched its first global internet-based responsible drinking campaign entitled ‘Know The Signs‘, to create greater self-awareness amongst Heineken drinkers.
The Crier & The Groper
Through global research Heineken has learnt that people tend to transform into one of 5 embarrassing characters or alter-egos on a night out, and that although they might reluctantly admit it for themselves, they definitely see the transformation in their friends. These characters have been identified as: The Crier, The Fighter, The Sleeper, The Exhibitionist or The Groper.
Recognizing the limits of traditional advertising, established brands are diving headlong into the power of social media marketing to become better brands. Even the almighty Starbucks is revitalizing it’s brand by listening program myStarbucks Idea. Share, vote, discuss and see….
Companies ranging from PC maker Dell with it’s Dell IdeaStorm to storage equipment maker NetApp are increasingly turning to outside blogs, viral videos and websites such as FaceBook, Twitter, FriendFeed and Digg - and their tens of millions of users - to listen to consumers.
Nothing aggravates Joseph Jaffe more than marketers who employ fakery, manipulation and heavy-handed lawyers in their social media interactions with consumers.
Jaffe lambasts Sprint, Sony, T-Mobile, Target and Starbucksin this video, presented at the Association of National Advertisers’ Integrated Marketing Conference.
Viral Friday is the weekly viral video chart of ViralBlog, showing the 5 most popular viral videos, commercials or user-generated videos, carefully selected and ranked by popularity, viral impact & spread.
This weeks Viral Friday #1 position goes to Justin Timerlake with his Single Ladies Parody on SNL last Saturday. Though he was neither the host or the musical guest, but he still managed to steal the show. The runner up spot is for Shiba Inu Puppy Cam. The streaming video of six baby Shiba Inus, a Japanese hunting breed, has generated nearly 2 million happily distracted views since it was launched just over a month ago. Bike Hero completes this week’s top 3. Ad agency Droga5 and a production company named Smuggler made this viral for Guitar Hero.
Do you want to see this week’s list from 1 to 5? Go on then, and have a look! We’d like to hear your opinion about the virals. Have fun!
Forrester Research expects the online video marketing market to explode to $7 Billion by 2012, with a 72% compound annual growth rate! But measuring the effectiveness of online video campaigns is at the forefront of many a marketer’s mind.
Nearly 60% of marketers surveyed in Forrester’s recent study, Interactive Marketing Channels to Watch, 2008 cite “measuring effectiveness” as the greatest challenge to using online video as a marketing tool.
