Everyone talks about viral marketing, all nazelang I get links to supposedly great recruitment and marketing videos sent, which are usually also very expensive produced.
A viral effect can often be achieved much easier and cheaper: Namely simply with a good, funny idea. Creativity instead of coal! Unfortunately, not everyone realizes the potential.
The action of Atout France
For example, with this action by Atout France: Marie, Claude, Gérard and Paul are the names of the French squealing ducks from which the French National Tourist Board, ATOUT FRANCE, has distributed 500 pieces. Each of them with typical French outfits and matching names: "Marie, the glamorous Parisian", "Claude, the artist", "Gérard, le français" (pictured here) and "Paul, the gourmet".
Whoever went empty during the distribution campaign can also photograph his own duck in France. As a win, two France tours for two people each. How to participate and win, is available on the ATOUT FRANCE website:
The idea seems funny. ATOUT FRANCE writes:
Take one of our or your own Squeak Duck on your next holiday in France. Photograph your travel companion at your favorite place and post your picture in the gallery of our "Duck Photo Contest". The Facebook community then manages the most beautiful squeaky snapshots. Of course, you may send your photos until the end of the competition. Among the 10 most popular pictures, we are giving away two "duck" spray tours for each 2 person: with Air France we travel to Paris and from there on to Burgundy or Normandy ... of course true to style in France's most likeable vehicle, a "duck" (Citroën 2 CV)!
The disadvantages of Facebook
A successful action and the photos on Facebook make you want more. It's only a pity that ATOUT FRANCE is so clear on Facebook and does not build a community on its own website, for example.
Because the goal of the crowdsourcing campaign is, in addition to tourism marketing for France, clearly the advertising of the Facebook page. But this is exactly where the limits of Facebook are in the design options:
Only too stupid to search?
Although the event was announced via Facebook, the corresponding contribution has long since gone, on the homepage you can not hold him. And there is an app with image for the competition, but the conditions of participation or the corresponding website are missing.
Conclusion: I have had to search longer for clues to participate and had to press Google, but where not the search for photo competition, but after "duck france facebook" brought the hoped-for results. But maybe I'm just too stupid to find the clues?
Many heads think more than one
Incidentally, crowdsourcing has to do with open journalism, participatory journalism & citizen journalism or grassroots journalism. This is a form of journalism in which citizens can participate in the social discourse through their own media - via Twitter, Facebooks and blogs.
The idea behind it, true to the motto "thousands of minds think more than one": the more people participate in the truth, the greater the likelihood of actually finding them. Finding the truth through crowdsourcing, so to speak.
By contrast, journalists like to sneer at this form of journalism, dismiss it as irrelevant, or consider it a cheap competitor. But what is more obvious than to use crowdsourcing specifically for the research and marketing of media?
An old story creatively retells
The Guardian, known for the purpose of using Open Journalism specifically for reporting, has now launched a TV spot that amusingly explains the advantages of Open Journalism.
The sheet took the well-known story of the Three Little Pigs and the Wolf, who blows the house away - and turned her around creatively. In the video, little pigs have to answer to a court for murdering the wolf.
Everything is different than you think
And while a heated debate about whether the pigs are now innocent or not, The Guardian, with the help of its multi-layered channels of communication with readers and users, brings the truth to light:
The three pigs are insurance companies, the wolf had asthma and could never have blown the house of the three. Victory for swarm intelligence from the Internet! And victory for The Guardian, who is so creative about the possibilities of participatory journalism.
More actions planned
Incidentally, The Guardian is planning further creative action in connection with the campaign. The spot by director Ringan Ledwidge is broadcast by British TV channels such as Channel 4, E4 and Film4.
A poster campaign is going on in UK cities and they even want to spend hours watching YouTube's YouTube website on 24.
By contrast, McDonalds missed the chance for viral marketing. And that, without having initiated a corresponding action at all.
I realize, of course, that artist Peter Pink had no marketing campaign in mind when he set up his potatoes in front of McDonald's on Hermannplatz in Berlin Neukölln. Rather probably an anti-McDonald's action.
2000 Likes on Facebook
However, the funny action on Facebook so far has good 2000 likes, was 644 times shared and about 30 commented times, and it is also found in various blogs. McDonalds, however, has earned his nickname McDoof, as the photographer tells on Facebook:
"The action ended with a woman from McDonalds coming out and sweeping the protesting potatoes away. She said, 'This is not working, with the potatoes.' "
Potential of the action not recognized
Well, McDonalds obviously did not recognize the viral potential of such an action. From an artist's point of view you can probably be happy about it. From a marketing perspective, this is just stupid.
Apparently, they preferred to continue to produce elaborately produced, boring videos. While the rest of the world is amused by potatoes.
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