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The internet is the digital glue that holds lots of branded content initiatives together – and arguably it’s the reason for the current growth. It makes it relatively easy for brands to create and distribute branded content – be that games, films, services or applications - and it makes it really easy for individuals to find (and share) content that appeals to them.
The most prominent use is for viral marketing – content such as films or games are sent to a seed group and, if they’re good enough, they spread by users passing them onto friends – with the implicit endorsement making the pass on audience more receptive.
Consumer generated content is another area of huge growth – encompassing everything room user reviews on Amazon or Trip Advisor to dedicated sites such as Ciao.com or epinions.com. Brands can facilitate this type of content knowing they’ll sell more if users are sharing positive views.
Some classic internet strategies are where a brand will give a site good quality content in return for their brand being credited – that content could be recipes from Kraft on women’s sites, white papers on tech sites, expert interviews etc
New experimental uses appear all the time – some brands are using blogging to tell their stories – some as real blogs from a CEO (GM)and some using the look and feel to deliver a more traditional sales pitch (P&Gs Sparkle or Captain Morgan)
Simon Andrews Founding Partner, Big Picture
Trivial Pursuits viral ad
Hasbro's Trivial Pursuit board game is celebrating its 20th anniversary with the launch of its first viral campaign. The campaign features questions about current news, and allows people to interact with the brand when playing the game.
www.hasbro.co.uk
Microsoft launches blogging campaign
Bill Gates has launched his own website, featuring regular updates in recognition that blogging has become an important medium, capable of making or breaking a company’s reputation. This form of dialogue is far reaching, linking with mass audiences and featuring notice boards of commentary. Blogging sites are crucial to promoting products ahead of the launch as well as gaining early feedback on what the public thinks of the new products and services.
www.microsoft.com/billgates