The latest attempt by the opposite sex to evolve and meet those ever-changing needs comes in the form of a new, crowdsourced fragrance (and accompanying campaign) by Unilever’s Axe. Traditionally known for their tawdry, sexy advertisements that feature women regressing into sex-crazed vixens at first sniff, the men’s fragrance developers charted a new course with their latest product debut.
Twist is a new fragrance, co-created by consumers and the brand. The first ad shows a robot repeatedly making over a guy over the course of a date night, supposedly to keep the object of his affection interested.
But perhaps even more relevant than its commentary on the intricacies of dating, is what this new campaign says about the rise in co-creation and the need for two-way conversations between brands and their consumers. The marketing landscape has changed, in large part due to social media and the shift from top-down sales techniques to two-way conversations. It’s nice to see that advertisers are evolving to meet these needs. Women aren’t the only fickle ones, it turns out.
There’s this new movie coming out, maybe you’ve heard of it. It’s called AVATAR?
James Cameron’s sci-fi juggernaut has been gradually building buzz in anticipation of its December 18th release date. As one of the most anticipated and costly films ever made, AVATAR is bringing the hype—especially with the promotional campaign.
The official Avatar interactive trailer is pretty darn cool too. While you watch the trailer, interactive “hotspots” come up where you can learn about the characters. Not to mention the integration of Avatar’s Twitter, Flickr, and YouTube accounts.
“Paranormal Activity” might just be the latest anti-blockbuster not coming to your city.
Taking a page from the Blair Witch playbook, DreamWorks and Paramount are taking a grass-roots approach to marketing their latest horror flick, relying heavily on the assumption that social networking will do the rest.
“Paranormal Activity” opened last week in very limited release (seven select cities), and also released an Internet trailer asking viewers to demand the movie come to their local cinema. The studio is not only hoping social networking sites like Facebook and Twitter will build buzz for the film, but are using feedback to determine where to screen next.
Read more about the marketing tactics here, here and here.
Jet Blue recently offered a special month-long “all-you-can-jet” pass for purchase, allowing buyers unlimited travel between 9/8 and 10/8 for the low price of $599. Worth it?
Two friends think so. Clark Dever and Joe Dinardo are milking this deal for all it’s worth, crisscrossing the country and spending only 12 hours in each city before hopping the next flight. Talk about getting your money’s worth.
Perhaps the bigger issue here is the marketing strategy. Jet Blue has gotten quite a bit of publicity over this gimmick. And the pass itself sold out early, thanks in large part to Twitter. The promotion sold out 36 hours before the deadline, once Jet Blue’s tweet went viral. Proof positive that tweeting can lead to tangible revenue results.
