Brand as mythology December 11, 2006
Posted by David Kaye in : Uncategorized, Marketing , 2 commentsNice post from Seth, which struck a chord after my recent paean to Pinkberry: great brands are stories, and stories form around them. It’s happening for that little frozen yoghurt vendor right now.
How To Lose Friends And Alienate People: Sony Edition
Posted by David Kaye in : Marketing , add a comment
Check out this genius example of how not to do viral marketing.
Step 1: Hire a “consumer activation” agency (shudder) to put up a fake blog extolling the virtues of your lagging handheld gaming device.
Step 2: Fill your blog with witless fake amateur video footage.
Step 3: Get outed because your marketing agency forgot to hide the domain registration details.
Step 4: Watch your blog fill up with hundreds of derisive comments, and bask in the ridicule of every major gaming blog.
You have to wonder why big companies with a lot of brand equity to lose do this kind of thing. Particularly when there are so many ways to do it right.
Second Life hype bubble finally bursting? August 15, 2006
Posted by David Kaye in : MMO, Marketing , add a commentSteve Rubel has posted an article that comes to the same conclusions I did about the extent of hype surrounding Second Life. Most of the blogosphere still continues to smoke the crack, though.
Die Hard: The Video August 4, 2006
Posted by David Kaye in : Marketing , 2 comments
This may be the greatest music video ever made.
Question: with Die Hard 4 now in the works, will the studio slap them with a cease and desist, or do the smart thing and embrace this for the fantastic viral marketing gift it actually is?
I would like to think that in this post Snakes on a Plane world, studio marketers will at least have the sense to sit back and let their audience do the work for them when fantastic stuff like this comes around.
