Social Media Lessons Learned From MTV
After all, a poll can both, communicate the brand message AND give you information about your brand. Take this poll from Porsche:
Its fun, its lighthearted, its very tongue in cheek and, naturally, the results of the poll pay it off handsomely:
It is always a good time to drive a Porsche, of course. However, these adverpolls can backfire.
83% of 6,023 voters (a fairly large poll) had not visited a Burger King in the past week. Thats pretty bad.
How about this adverpoll from the movie, Friends with Benefits?
Only 8% seem positive about the movie and more than half of the respondents definitely wont see the movie. So why would you see it? Worse, the poll cant deliver a trailer for the movie, or guide you to a website, or deliver some other promotional content without losing its identity as a poll.
So where’s the beef?
Some years ago I went to one of the best promotions ever. A media vendor took about 20 of us to a restaurant where two chefs were going to teach us how to cook and, naturally, we would eat what we cooked.
One of the women in the group the guys were all given the heavy labor, like moving slabs of meatwas having the hardest time in the world cutting through some ribs to separate a big slab into steaks. At one point she told the chef: this knife isnt sharp, I need a sharp one. The chef came over, took the same knife and in a single sliding motion separated the steak effortlessly. The trick he said is to find the way that the meat wants to be cut, then follow it. Thats what separates a chef from a cook.
The trick with creating compelling and effective advertising is to have the right message: relevant, driving to action but then, find out the way your intended media wants to speak and adapt your message to its voice. It’s learning from the past and employing new way to engage with social media.
Additional articles by Marcelo:
It’s About Persuasion. Isn’t It?
Give Direct Marketing for Small Business a Serious Look
What Do Rodney Dangerfield and B2B Advertising have in common?
Marketing Campaign Delivers a Decisive Strike
Apology marketing campaign fails to reach shoppers
