Friday, March 26, 2010
Sunday, March 21, 2010
The critical question we need to ask when considering out-of-the-box placements is not can we buy something, but should we?
We always want to enable positive brand interactions, something that engages and preferably enhances the consumer experience. We also know that consumers are not stupid. If the strategic link, the reason why the brand in question does what it does, is crystal clear and enhances the experience, consumers will welcome it. As ever, we all have to remember that the only opinions that really matter are consumers’.
An example of a good disruption/innovation? From the GSP portfolio, for the launch of Wario Land: Shake It! (a Wii game), we achieved a world-first by having the action within our YouTube video spill over into the rest of the YouTube page. Never been done before, surprising and categorically tied to the concept of the game. Consumers loved it. ( http://www.youtube.com/wariolandshakeit2008 )