post In direct despre desfasurarea campaniei Whopper Sacrifice

January 12th, 2009

Insemnare despre: advertising,amuzante,divertisment,internet,social media — clickio @ 10:34 am

Atentie la mine, asta e o campanie care merita urmarita, chiar daca nu se desfasoara la noi. Este prima campanie care face senzatie pe Facebook, fara pagini plicticoase de prezentare si profiluri comerciale care isi tot adauga prieteni fara ca respectivele, ahem, “prezente pe Facebook”sa se concretizeze in actiuni interesante. (daca n-ati citit articolul anterior pe tema asta, acum e momentul sa o faceti.)

Rezultate pana acum: 183.204 de prieteni pe Facebook “sacrificati” la momentul scrierii articolului (verificati de curiozitate cati sunt atunci cand il cititi), 311 mentiuni pe bloguri(cred ca ar trebui sa fie mai multe, insa am impresia ca BlogPulse nu masoara chiar tot), cateva sute de 567 mentiuni pe twitter(estimare manuala, din cateva liste, ca n-am gasit inca un serviciu care sa-mi spuna clar numarul mentiunilor conform Tweetvolume, merci @webmyc), 112 articole in engleza pe Google News despre aceasta campanie, Printre care unul din blogurile NY Times si editiile pentru US si Australia ale blogului de tehnologie Gizmodo. Marea majoritate a articolelor sunt pozitive.

Foarte interesante sunt declaratiile lui Brian Gies, director de marketing la Burger King:

“Facebook is an amazing way to keep current with your friends, but it’s becoming more of a popularity contest with how many friends you have as the barometer,” said Mr. Gies. “We wanted to be part of its momentum and growth, but in an inverse way.”

Mr. Gies said he wasn’t worried about offending anyone with the campaign. “Before this, there was no polite way to de-friend someone. And ultimately, the reward is a Whopper.”

Rob Reilly, director de creatie la Crispin+Porter+Bogusky completeaza: “Choosing 10 people can take a lot of time,” said Mr. Reilly. “There’s at least an hour’s worth of people’s eyes on your brand. Maybe you can’t quantify those numbers, but they do add up.”

Interesante si doua raspunsuri de la utilizatori de Facebook:

1.“It’s a good excuse to get rid of old girlfriends and their families on my account and get a Whopper out of it,” he said in a phone interview. “There are so many people on Facebook that I haven’t talked to in a long time that getting rid of 10 of them who are pretty much meaningless in my daily life isn’t going to be a big deal.”

2. Ms. Koster, who currently has more than 400 Facebook friends, said she isn’t worried about any residual awkward encounters among those she selects to delete. “I look at it this way — the upset over any confrontation is greatly outweighed by the pleasure I’m going to get when they actually admit they’re upset over Facebook,” she said in an e-mail message.

Mai mult, un grup de entuziasti a creat deja un grup pe Facebook cu utilizatori care se ofera sa-ti devina prieteni in reteaua Facebook doar pentru a fi sacrificati in cadrul aplicatiei oferite de Burger King. Motto-ul lor: “Don’t sacrifice your real friends, sacrifice us!”

Dincolo de latura ei superficiala, si amuzanta, campania asta te poate duce, la inceput de an, si cu gandul la modul in care folosesti Facebook, la cine sunt cei pe care i-ai adaugat sau care te-au adaugat in lista de prieteni, samd. Are cate ceva pentru fiecare. (un alt ingredient al succesului ei, dar despre ingredientele concrete ale campaniei intr-un articol viitor.)

O saptamana excelenta tuturor!

1 Comment »

  1. [...] face o analiză care îţi poate forma o imagine generală despre tot ce s-a întâmplat în campania Whopper [...]

    Pingback by Alexandru Gugurel » Blog Archive — January 13, 2009 @ 4:28 pm

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