Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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our competition in facebook

Some applause for our Regeneration competition on Facebook.  I’m thrilled the team chose to do this on Facebook…

Mix a premium brand with one of the best applications on Facebook and you get Dell’s Regeneration campaign, which asked people to use FM author GraffitiWall’s application to draw what green means to them. It attracted more than 7,000 drawings using GraffitiWall and a million votes for the best ones. Read the tale of the campaign on Chas Edwards’ blog, ChasNote, and see the amazing work in the Top 150 submissions on GraffitiWall.

A couple of observations:

  1. Costs a fraction of the cost of doing this on your own site – actually, pretty much nothing
  2. Zero IT barriers, which for anyone working in a medium to large company is a major factor
  3. Inviting a community to play is much easier than driving traffic to your own site and asking them to play there
  4. The tools on Facebook are just amazing… I love watching the graphics take shape – be sure to hit Replay on some of the images.
  5. We didn’t drive entries (data or form-fill) into Regeneration,org out of respect for the community and playing in the community.  Hard to get your head around this as a marketer when you are trying to grow two communities at once – the Dell and Regen community on Facebook – and the community at Regeneration.org.
  6. Would definitely do this again.

Be sure to join The Regeneration.

Other coverage: LA TImes, Chasnotes,

2 Responses

  1. By Simon Young on February 3rd, 2008 at 4:00 pm

    Awesome case study, thanks for sharing your insights. How did you get such intense involvement from people? And did you have to sell the idea of not collecting data to higher management?

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