VBMA now on ning

The viral and buzz marketing association has now set up a network on ning. If you are a pratising marketer or researcher get along to vbmanet.ning.com and join - or email and then I'll send you an invite. Networks work just ask the facebook folks.

Finally some spontaneous undergraduate fervour for new media

In the two years since I started delivering Cybermarketing courses students remain unimpressed in general by the possibilities of the Internet and Connected Communities. This is inspite of the growth of Myspace and Bebo
Finally I have met a student at an undergraduate level who is enthused by the opportunity presented by new media. Here's her blog.
Perhaps the movement towards the adoption of new media at all levels is now gaining momentum.

Speaking Engagements 1 - Crowded House

I’ll send a viral quiz from Virgin music that has the title of this blog as an answer on Monday, but first some thoughts on a speaking engagement from Wednesday.

Four members of the VBMA (www.vbma.net) delivered a panel session to a crowded room at the Internet World Conference (www.internetworld.co.uk) in Earls Court on Wednesday 10^th May.

 

The main themes were the need to integrate the new tools and technologies that can deliver viral marketing and that these initiatives must be integrated into the overall campaigns.

 

Questions came from the floor and these questions frequently considered viral to consist of bad taste jokes with scantily clad models.  This is an element of viral, but it’s much broader and can relate to niche groups.  As Justin Kirby (a panel member and MD of DMC www.dmc.co.uk) responded for mass brands that technique can work but for the majority of organisations viral tools and techniques and connected marketing offer a considerable opportunity to reach target markets in a relevant and effective manner.

 

The other speakers were Russell Goldsmith (www.markettiers4dc.co.uk ) who delivered a fascinating piece on webcasting using Nintendo as an example and Andy Whittaker (www.fifthelement.co.uk) who discussed big name FMCG examples where viral was integrated into the direct marketing campaign.

 

The session had attendees standing in the aisles and the interest and hence opportunity for organisations in this area was very evident.

 

 

It might be a parody but it is distinctive.

This picture links to google video and will play a film allegedly created by Microsoft as a parody of the branding used by Microsoft. I picked up the story via Adrants The folks at Adrants were slightly critical of Microsoft in the piece. I wonder whether this was justified?

Yes, of course Microsoft's branding is not as aesthetically pleasing (if at all) but it is Microsoft's. The clarity of format, style and even the "mandatories" allow the Microsoft products to be clearly identified on the shelf. Buying decisions are made easier by brands and the heritage and associations of the Microsoft name are well known. In many product choices I am sure Microsoft is the salient brand and parody as this might be, beauty is not a requirement for effectiveness.

A Threat to National Decency

A call from a reporter returned my attention to this Australian Tourist Board advertisement.
This advertisement was not cleared by the Broadcast Clearance Centre
Blooming heck the word "bloody" was considered too strong for television. I believe that there are standards of behaviour, but this antiquated censorship of a term used as an intensive rather than anything more malicious is plainly ridiculous. Why? Every weekend the Sunday papers contain ruder and more vulgar language but nobody censors the material, and the programme makers would often consider the term quite demure in comparison with the more extreme dialogue regularly used.
Rather a coup for the Australian Tourist Board who will get a much greater bang for their buck with the coverage this will receive in my view.

Best for a while Frog vs. Fly

I subscribe to an email newsletter from Eatmail and sometimes the virals are good, sometimes bad and sometimes downright ugly. This week I received one for VW cars that was in the good category. A well-produced clip that reinforces the brand values of the car brand. I guess some animal lovers might complain but it's not getting close to the Lee & Dan inspired creative from a previous year in terms of shock value.
I guess a Frog's favourite car might be a Beetle

His and hers dressing gowns

This parody for Amnesty International was sent via emily@eatmail.tv on Friday. It is fabulous parody of shopping television. The tone of voice and the script used by the presenters is spot on in my opinion, that makes me sound like an expert about shopping channels, so I might edit it later!

On a more serious note the difference between the effect caused by such a light-hearted portrayal and a vivid and more violent portrayal of the effects of the arms trade is open to debate. On one hand there is an argument that viewers are " de-sensitised" and not affected by the violent work on the other the argument that the vivid produces results e.g. Barnardo's.
It might be unpleasant but my vote goes to the nastier and darker portrayals, I suspect that across the board whether for drink, drugs or guns these campaigns produce better results.