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This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 16 days and counting.”
The Premise:
Your boss proudly announces that a fantastic deal on a Super Bowl spot just opened up. Bottom line? You have just weeks to execute a massive integrated campaign. Read our ongoing series to ensure that, when this sort of mad, high-stakes scramble happens to you, you’ll be on your game.
Explain to management why you are “Wasting Resources” on Co-Created Content
Time to play Yoda to your superiors… “Ahh young Padawan… the reason we make the content is that the interactive medium is the place where you can actually get people to interact.” In other words, creating these materials should not be an afterthought, as you can actually get the people that represent significant revenue to come out and play (with you or for you… or, in the very least, to pay attention to you). If it helps, you can just refer to the 2008 Tide “Talking Stain” ad (selected as the number one ad in the YouTube 2008 Super Bowl advertising poll). Tide created www.mytalkingstain.com with a toolkit for user co-creation of custom ads by uploading a picture and voice over recording. Consumers spent over 15,000 hours on the site from its launch to the week after the 2008 Super Bowl.
After sharing this enlightenment, don’t expect anyone to thank you or truly understand… Time and again, I’ve heard senior management say “don’t waste any more resources against those people, we have them already” or “Marketing is about awareness.” Resist your temptation to say “Time for your nap, Grandpa.” Just keep focused and remember the adage: IGNORE your CORE consumers at your peril. Face it; loyalty is increasingly rare these days. Your best customers may just as easily become your competition’s best customers if they make the effort to court them and win them over.
And one more thing, Grasshopper… while scrambling to get the greenlight from management to execute your content plan, ensure that you have effective ways in place to measure usage and show your campaign effectiveness. Then, you’ll really be in a position to continue in your Yoda role.
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