according to a new study by TurnHere and has become a top priority for 2010, ahead of Email Marketing and Search Marketing. There are plenty of opportunities to create a online video production company when I see the low number of players compared to Email or Search., especially when marketers are more likely (80%) to use professionally produced content compared to user generated content.
My vision is that it is only the beginning...consumers have been empowered thanks to technology and now they don't want to be treated as passive people. It doesn't only affect business but also politics as we have seen with Obama. I see difficult days for agencies as more global brands will give the voice to their clients, who after all are the best salesman in the world. Smart marketers realize that their job is changing and they have to accept this loss of power...in the name of more profits! ;)
I love the idea and it is suprising that a car manufacturing is the intiator of such a project. You can know more on their website http://www.thefuntheory.com/ which thinks "that something as simple as fun is the easiest way to change people's behaviour for the better." What a great way to show you care about your community...which is the world for a global company such as VW.
Most of the time, celebrities endorsing products and brands are not seen as credible and trustworthy. Consumers know that these celebrities are being paid big bucks in exchange of their endorsement. Now Crispin Porter + Bogusky who have come up before with the jokes of serving competitors sandwiches and filming the angry reaction of customers has come up with a great idea to counter-attack this idea.
They have NASCAR driver Tony Stewart undergo a lie detector with questions submitted by everybody through the internet (I predict soon that it will be the users themselves who will vote for the best answers among the lot to be asked. The more empowered they are, the better ambassadors they be for the brand). The end result? He loves the whopper! (so it's not just for the money that he endorses BK).
Coca-Cola being one of the best marketing companies in the world so I am always interested in their new communication innovations. This time they are sponsoring Happiness Ambassadors who will go in 206 countries.
I am not sure that we would have seen such campaign without the Web 2.0 philosophical/psychological change. The stars here are real people just like you and me (no celebrity). They are inviting themselves in people lives (not top down through advertising). And you choose you who want the people to be casted (not the producers) - 14 days left of voting.