A great piece in today's Media Guardian describing the marketing campaign behind the upcoming launch of the Playstation 3, with some choice prose:
The aim of all of this is to create a "digital echo" or ripple effect, according to Rana Reeves, a director of brand consultancy Shine Communications which developed the digital strategy with Sony."We set out to find the Lily Allens of the arts, design and fashion worlds - people already out there effectively self-promoting themselves through blogs, social networking sites, websites, and virally," he explains."Traditionally, brand communication with consumers has been channelled via an ad agency. The explosion of social networks and blogging, however, has created a seismic shift. Brands wanting to enter this world have to be prepared to trust consumers to talk about them whether the comment is good or bad."Sony's advertising agency TBWA was not directly involved in rolling out this digital strategy. It is, however, creating an advertising campaign which is due to launch in early March. This will involve TV advertising as well as online content which Duncan stresses will "go far further" than simply sticking a 60-second TV commercial on YouTube."TBWA's role has certainly changed," he admits. "But the role of advertising agencies generally in the digital world has changed too. The focus now is more on strategy and planning, and creating a sense of identity and what a brand stands for. Traditional ad campaigns, however, still have their place."For the time being, at least.
The aim of all of this is to create a "digital echo" or ripple effect, according to Rana Reeves, a director of brand consultancy Shine Communications which developed the digital strategy with Sony.
"We set out to find the Lily Allens of the arts, design and fashion worlds - people already out there effectively self-promoting themselves through blogs, social networking sites, websites, and virally," he explains.
"Traditionally, brand communication with consumers has been channelled via an ad agency. The explosion of social networks and blogging, however, has created a seismic shift. Brands wanting to enter this world have to be prepared to trust consumers to talk about them whether the comment is good or bad."
Sony's advertising agency TBWA was not directly involved in rolling out this digital strategy. It is, however, creating an advertising campaign which is due to launch in early March. This will involve TV advertising as well as online content which Duncan stresses will "go far further" than simply sticking a 60-second TV commercial on YouTube.
"TBWA's role has certainly changed," he admits. "But the role of advertising agencies generally in the digital world has changed too. The focus now is more on strategy and planning, and creating a sense of identity and what a brand stands for. Traditional ad campaigns, however, still have their place."
For the time being, at least.
Robin Grant
Blogging for:
Member since: 03 Jun 2008
Last login: 02 Jun 2009
Total Posts: 733
