There’s a lot of plannery chatter on agile planning and how brands should be more reactive, take part of the conversation etc so I won’t add to that. I just want to share a quick timeline observation on the fascinating evolution of brands comms and their responses to the live (social) web.
2008 Tiger walks on water
EA grabs our attention with a very quick, clever and wit response to a youtube video posted by a user of a game who allegedly discovers a ‘glitch’ in the game. It took EA 2-4 weeks to produce and launch this video:
2009 Meerkat rides on twitter waves
The campaign of the year. A stroke of genius peppered with herd and luck makes a surprising talking animal a social media hero. The brand and VCCP were fantastic at responding to the popularity of the meerkat with lots of banter, fun dialouge that extended the character’s personality, most notably their hall-of-fame response to @stephenfry twit-pic of a powercut ordeal. Credit were deserves etc. The meerkat pave the way for what we saw last week.
2010 @oldspice man owns the internet
Unless you were on the moon last week you couldn’t avoid LOLing at the absolute-fuckin-awesomeness of @oldspice. One blogger quite rightly said that for 24hours @oldspice man ‘owned the internet’. I can’t think of a better complement for a marketing activity.
I’m feel really fortunate to do what I do at these super exciting times.