A couple of thoughts: I sincerely doubt that the 313 mailing list demographic is sufficiently lucrative to warrant creating a specific viral marketing campaign for. Are there other artists involved in a similar series targeting other groups? I don't think this sort of campaign is expensive to produce (compared to traditional marketing) but I don't see how effective it is either. So Adidas have generated a lot of discussion (never bad) and perhaps even earned some grudging respect (also good for them) but I for one will not find myself in a sports shop thinking "huh, maybe I should by this Adidas branded product because they are down with tha D".
But then, virals aren't supposed to work like that as far as I understand it. Do you remember DJ Super Greg? There was NO indication in that video that it was anything to do with Jeans (wasn't it Lee or something?). N >> old guard = company-> internal marketing dept-> research firm -> wack >> commercial actors >> >> new guard = company-> guerrilla/viral marketing consultants -> >> independent media creation professionals-> people you actually know >> and >> care about. > > It's convincing K, but ask yourself the reason they've take the route > they have and if you believe there's any "love" for you in the > boardroom of any PLC then I'd say that was a tad naive, these people > don't "know" as you suggest - they pay people who tell them what they > know. > > m >
