What’s Fresh?

Do you have a Facebook profile? A MySpace page? A Twitter Account? A blog? A YouTube Channel? A personal Wiki?  Chances are that almost every person can answer yes to at least one of, if not all, of the previous questions.

The internet has become a haven for personal publishing and information sharing.  People freely offer opinions, ideas, photos, videos, likes, dislikes, and everything in-between.  However, how cautious are people about the lasting effect their information may have on the company they work for?

This question is something I ponder and am reminded of daily with the things I find online.  Using Twitter as an example, I follow roughly 125 people that are affiliated with SEO or Social Media Marketing.  Numerous people use this site to push out content they have written or are reading that help to show them as industry thought leaders.  When these type of people are free with their company affiliation this can positively effect how the industry views the person and their company.  Yet, some people are not as strategic with the information they share.  When people that associate themselves with their company tweet information about “giving the finger to a client” or “our blog is run by suits” or “my boss doesn’t know bleep” I have to question if these people really care about the work they are doing, who they are doing it for, or what external people think of them?  My opinion has been changed about numerous companies this way, be it fair or not.

To some extent, freedom of speech has to be protected and people should be able to post whatever type of content they please.  Yet, at some point common sense should kick in and say maybe I shouldn’t tell the world that “i hate ABC co-worker” in an open forum setting.

Does it seem fair to judge a company based upon the actions of the people who work there?  Can this really be patrolled?  Should it be?  What are your thoughts?

Anybody a Batman fan?

At the intersection of community and cult lies the treasure hunt marketing tactic.

Warner Bros. been running a highly complex – and awfully cool – experiential web campaign based largely around ‘treasure hunt’ ideas: directing users on through a series of strange-looking and totally experiential (i.e., YOU figure it out, we’re not giving you any stinkin’ nav) sites:

For the best examples, check out: whysoserious.com (and http://www.whysoserious.com/itsallpartoftheplan/) and clowntravelagency.com

To quote AdAge:

in December . . . Instructions (on whysoserious.com) directed users to 35 bakeries in 25 cities across the nation. After asking for an order left for “Robin Banks” (the Joker’s favorite activity), they received a cake with a Nokia cellphone in it, which was used to send them more clues, prizes and, of course, garner scads of local media attention. Clowntravelagency.com directed people to bowling-alley lockers throughout the U.S. and in cities around the world. Those who got there first discovered limited-edition Joker bowlingball bags containing a ball with a telephone number scratched into it and, again, a Nokia phone with a note saying to call the number immediately.

Also see:

http://www.empireonline.com/news/story.asp?NID=22292 , http://www.youtube.com/watch?v=L7c_RiV7OQY&feature=related

In terms of ‘crazy & high-involvement digital marketing’, ‘LOST’ has been leading the pack. But I’m wondering if this complex series of ‘trails’ for the new Batman movie may take the virtual crown?

There are benefits to getting a little crazy. Most brands who go here will already enjoy a high awareness - they’re just looking for a memorable campaign. (Dove, anyone?) But while cult drives community, community creates cult. Approaching community as a principal driver rather than a follow-along budget item way down on the priority list offers a unique opportunity to the brand that does it well- and online, new cults emerge every day around the brand experiences that really deliver. Creating excitement, urgency, curiosity, competition, emotional appeal, a chance to engage in play - those are the treasure hunt factors every brand needs to think about.

Because I am a fan, more Batman sites:

http://www.ibelieveinharveydent.com/

And even better . . . http://ibelieveinharveydenttoo.com/ (you have to play with this one)

The official site: http://thedarkknight.warnerbros.com/ (beware the load . . . oh flash, you are such a mixed blessing sometimes)

Sarah