Tuesday, January 20, 2009

More baby steps for Ad Agencies in the new-world

So yet another social media campaign is launched and shot down in flames within seconds of take-off. If it's not the UBank launchpad fizzer, or the agency-by-stealth undercover Guitar Hero video, then it's another agency built campaign that missed the final social-checklist question of: are we being legit with our customers?

This time we have Tourism Queensland's, "The Best Job in the World," a chance to be a caretaker on a Great Barrier Reef Island. Great concept, pretty good execution, but as always, one tiny flaw has earned a stern tut-tut from media old and new.

This time, as in the past examples, we again have advertising agency staff in the actual campaign without disclaimer or declaration. The ire of it all is that because they are posing in their own campaign they portray a skewed view of what the project has aimed to achieve.

I agree that undeclared 'planted' user generated content takes away from the spirit of social media campaigns, and I think that agencies that fall on this ground should be reminded about the spirit of the game. The spirit being, if you truly want to create such campaigns you must be ready to accept lame with the great, the creative with the boring, as long as there are no offensive or derogatory comments being made.

Mumbrella, has been on the inside of this case for a few days now and has some further insights from the parties involved. From these articles it is possible to see that innocent mistakes on a global scale do get noticed.

One thought on why these things seem to be happening is that much of the 'social media' activity is coming out of ad agencies still. Being two steps removed from the customer creates a little fog which can sometimes lead you to think a 'little' mistake doesn't mean much. I think it'll take time until Australia brings social media into daily marketing team activities. Using Zappos as the classic example, by having the 'social' part of your marketing inside the business, I think you can have a better understanding of exactly how to be 'social' with your customer.


In other news...

Catching up on new years proceedings, I see that Julian Cole has posted that UBank have some new online videos. Looks like they must have cost a bomb, but it's your bank fees paying, so what do they care? So, good to see they're still in the game, a different take, but as above, it's still baby steps for the Australian digital space.


Monty Hamilton said...

Thanks for the sharing the UBank Money Box video. FYI:

Does UBank have any fees on its Term Deposits?

As far as UBank Term Deposit accounts go, there are no fees or charges payable.

Source: http://www.ubank.com.au/customerHelp/customerhelp-termdeposits.html

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