From the archives: elevator psychology conformity experiment from. Need a digital execution? Here you go.
ADEXCHANGE. CONTENT. OUTILS. PAID. NEW APPROACH. MEDIA BEYOND AD. Which Companies Spent the Most on Advertising Last Year? Maybe I'm Gravy: The death of (the term) digital. The day after my post about the ways digital advertising is different than traditional, I saw this tweet from John Winsor, co-author of Baked In and co-founder of Victors & Spoils: This got me thinking. Does the advertising industry unnaturally force traditional and digital into separate silos? It’s true that creatives in traditional and digital agencies have to think and work in different ways. But my last post relied on generalizations, and oversimplified things in order to make its point. There's no doubt that integrated campaigns, wherever they come from, are becoming the norm.
The same day I read Winsor’s thought-provoking tweet, I had two separate conversations that also helped put things in perspective. They both made the same point. Successful campaigns are never successful because they’re traditional or digital. “Social” campaigns existed before there was the term “social media.” Digital gets the hype because it’s the popular new kid on the block. So what does it all mean? 10 Best Cases from Crans Montana, by Newcast. News-jackers line up for global publicity competition | Technology | The Observer. Google is one of the companies taking part in the Urgent Genius Contest Photograph: Joel Saget/AFP/Getty Images "News-jacking" – piggy-backing on a trend or breaking news item to promote a message – is now seen as a crucial way to gain publicity.
This weekend it also becomes a sport. More than 100 teams drawn from communications companies, artists and advertising consultancies – including Google, M&C Saatchi and a New Yorker cartoonist – are to go head to head in a worldwide race to see who can spread their message furthest. The Urgent Genius Weekender competition has been launched by iris worldwide, a creative consultancy. Its social media expert, Jon Burkhart, said that competition entries could include pictures, photographs, graphics, games or films, but must be "seeded" on the internet by 7pm tomorrow. "We want to create crack units of real-time content-makers who supplement ad campaigns with ideas that help brands find their own voice in hot-topic conversations," said Burkhart.
PRESENT AND FUTURE. Campagne social media marketing. EFFICACITE PUB.