A lesson on campaign integration
December 29th, 2009
We recently noticed a campaign that was truly integrated, and we wanted to point out how powerful complete integration can be.
Giveitaponder is a microsite created by mobile-phone-maker LG. The campaign is designed to motivate cell phone users to “give it a ponder” before sending that text message that they might later regret.
LOL!
We like the campaign because of it’s high-quality content (James Lipton!), integration with social networks, and strategic messaging. They have a YouTube, Flickr, Twitter, and Facebook page, and also link to a Wikipedia page.
At first glance, we thought the campaign might have been weak (albeit funny) because the LG brand isn’t featured prominently in the ads. But we realized that the ads may be doing that for a reason. Most people don’t buy a phone based on the brand, they usually focus on the features and benefits. Consumers walk into the phone store and walk to the phone with the coolest features or that look neat-o. There isn’t a whole lot of brand loyalty with cell-phones (except for the iPhone!). The ads showcase the flip phones and full keyboards and also do a good job of identifying with their target audience.
Either way, the campaign is certainly integrated, with clear branding and content tailored to each social network.
brb getting a peanut muffin
Of course, we’re ad people, so maybe we’re overthinking it. What do you think of the campaign?
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December 29th, 2009 at 2:58 pm
RT @adsattca A lesson on campaign integration http://bit.ly/58wMzF
December 29th, 2009 at 3:01 pm
james lipton makes fun of his own beard: http://bit.ly/7m2GLn
December 29th, 2009 at 3:05 pm
RT @adsatTCA: A lesson on campaign integration http://bit.ly/6VeTDE
December 29th, 2009 at 3:08 pm
RT @adsattca A lesson on campaign integration http://bit.ly/58wMzF
December 29th, 2009 at 3:45 pm
RT @darreneaston: RT @adsattca A lesson on campaign integration http://bit.ly/58wMzF
December 29th, 2009 at 3:46 pm
Beards are everywhere lately! RT @adsattca A lesson on campaign integration http://bit.ly/58wMzF
December 29th, 2009 at 4:36 pm
I think the phone company is behind it. Audio communication is dying due to data communication.
January 4th, 2010 at 4:05 pm
Yes, Bob. This is an LG advertising campaign. As to your assertion about “audio” vs. “data” communication, I'd say that the lines are blurring between the two, since you can get data on your phone and communicate via audio on your computer.
January 5th, 2010 at 8:39 am
Not LG, I mean the carriers of the world. I think they make more money with voice communications vs. txt messages –therefore discouraging texting so much.
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