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Fanta and blogging
Personally I think the action of Ogilvy is over-stated.
I mean: how hard is it to send out 15 cans in brown boxes and ask them to write about it?
Me, if I would be working for an office like Ogilvy I would do something like this:
combined with sending the stickers to bloggers.
And a little photo-blog-contest.
As much work, but more interesting buzz maybe.
To me, their action is a missed opportunity... I mean I didn't see any beautiful post package, nothing special, just a brown box with 1! Fanta can inside.
I would have been disappointed.
With a little more effort it could have been something else.
They clearly didn't get the idea of Apple's packaging strategy.
Suddenly I understand why they didn't dare to send me ;))) (lol)
I guess that some other offices will not be the first to act with bloggers, I surely hope their actions will be more creative than this one.
(Sorry to say, but it clearly doesn't seem a very creative move for a creative company. Bad self advertisement, in my humble eyes.)
Posted on February 11, 2006
in Limit of my knowledge, Living in Belgium
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Comments (3)
Comments
Why put in more work, if it is working?
I mean, you ARE writing about it, aren't you ?
Posted by Bart | February 11, 2006 7:46 PM@Bart: Just because.
I mean: assuming they are a 'creative' bureau, they might want to sell the 'creative' label.
I don't see anything creative happening.
Everyone who reads between the lines, reads well: most of the 'selected bloggers' were disappointed about receiving 1 can,and are not writing 'absolutely amazing reviews', the others don't bother. and the press? the press didn't write much about the bloggers being first either.
If you compare such a thing to the buzz of the launching of a new product of Apple, or for that matter of a Sony Ericsonn put on a bloggers site, I think the latter has a different effect...
It is like the action of the little dwarfs by the Huis of Alijn. That was pure and fabulous marketing.
Imagine a square in Ghent being filled overnight with a new Fanta taste.
What is the cost? One person doing it. And a few dozens of cans.
The effect?
Quite differently...
I think it is about the proudness of your own company and who you claim to be.
Frankly speaking the i-merge conference was much better: bloggers were invited and i-merge got to be known in bloggersland and written about. They won their position as a blogger and an internet marketing bureau.
And I still have my beautiful badge they gave me (not that I am wearing it)
It is about those details.
To me, Ogilvy didn't win its position as an internet marketing office yet... There is much more to it that posting 15 cans.
Most of all: we are not writing about the soda drink (me because I don't want them to get hits in Technorati) but other because 1. they only sent it to 15, 2.it is much air for nothing.
Posted by ine | February 11, 2006 8:04 PM(So I am writing out of a marketing view on things and not as advertising the brand, which they initially intended to)
Why didn't I get any Fanta? I really don't know anything about this, but the way you present it, it does sound really silly. What do they expect to achieve with (if everyone participates) 15 blog entries?
Posted by Lies | February 12, 2006 11:36 AM