Just a quick update on a recent post: The Honda choir spot apparently had 800.000 viewers last week, as the wieden&kennedy blog states.
Not bad considering the fact that the distribution (=media) costs for this 2 minute piece must have been minimal compared to regular TV rates. Plus the fact, that many have blogged and/or talked about this.
Ad Blather pointed me to a great OOH ad:
Simon Dumenco writes, that a Blogger is just a writer with a cooler name.
Now, I would like to discuss with Simon, whether „blogger“ is such a cool name in the first place.
But since Simon „posted“ his article in the so called „traditional way“, even though already in the digital space, I can’t comment on what he wrote. I can only email him, leaving everyone else out of this conversation.
Neither can I leave a trackback on his post in order to show him that I am writing within my own blog about his points. (Will someone point him to my blog?)
I can’t have a simple public conversation with him. I could only ask him to join me in a discussion board or forum. But I can’t argue with him on the „digital street“, as I walk by, figuratively speaking.
Taking this thought one step further:
(btw, thanks to Steve Rubel for pointing out a whole lot of other factors why blogging isn’t quite just plain writing.
While Mercedes Benz amazes me with a fascinating microsite, BMW fascinates me because of the way they are testing new channels of interaction and user involvement:
Much of what they distribute through these channels are typical PR things (news, (video-) interviews at tradeshows, etc.). All in all a good way of keeping their fanbase engaged with the brand!
This is clearly one of the smartest and best brand microsites I have seen in a while: From A-Class to S-Class by Mercedes Benz.
With each letter of the alphabet (but only until S) this site shows one of the features that prove that Mercedes Benz pays a lot of attention to detail. This alone doesn’t strike one as being overly interesting.
What makes this a true „experience“ of the features is the way you explore everything with your mousepointer. In the screenshot above, you push down the leather while moving your mousepointer across the leather. In another one, you can see how your mousepointer starts skidding away in a straight line once you moved over a puddle of what I reckon is oil. This one shows how ESP gives you directional stability.
In the beginning, the site even teaches you the three main ways of interaction with your mouse on this site: roll-over, click, click and drag. (Makes you wonder about the target group.)
A lot of fun, while using interactivity to its fullest, to demonstrate each point. Well done!
And now for the marketing bit: they didn’t publish all features just now. May be because they aren’t finished yet, but who believes that?. I think it’s a rather clever stunt to collect addresses: when I clicked on a letter that wasn’t „live“ yet, I got a message saying that I would be informed of updates if I leave my email address (and it obviously also had a check box for „further information in the future“). Of course I left my email address. For one, because I infact do want to see the next couple of letters. Secondly, I want to see the follow-up email they’ll send me. Should be interesting!
Here is a Honda TV Spot that is currently making it’s round across several blogs.
I am curious to learn about how many views Honda gets with this spot – as it seems to be quite well promoted via a choir of word-to-mouth propaganda.
On some blogs, people ask what does it sell or achieve?
What does it achieve for Honda? Unfortunately, not much of anything. The same spot could have featured a Toyota, Volkswagen or Mercedes, and it would have worked just as well creatively.
Well, you could ask the same question for most car ads. In fact, you could ask the same about most spots these days.
At the same time, I have thought more about Honda (and in parts the Civic) in those 2 Minutes, than I have in the last couple weeks.
Or as Werbeblogger puts it, the Honda brand will most likely have moved up the ranks in the list of cars I remember the next time I buy a car.
On the microsite you can of course explore the car’s features. But you can also see the making of the spot.
(thanks)
Speaking of a higher purpose, Google, NASA and Amazon.com CEO Jeff Bezos will shake hands on an agreement to collaborate on space missions.
Wo ich sonst so bin...