internet marketing - mazda 00 01 - 2006 07 16

internet marketing - mazda 00 01 - 2006 07 16 [Master_Bela]

Az alábbi cikk igazi gyöngyszem, ami feltehetően a mazda két nagy marketing melléfogását taglalja. Egy korábbi, videóval kapcsolatos baklövést emleget fel egy aktuális - a blog internet / online marketing célú felhasználása terén elkövetett - kommunikációs hiba kapcsán.

Adrantshttp://www.adrants.com/2004/10/mazda-launches-blog-to-viralize-video.php
Mazda Launches Blog to 'Viralize' VideoAs a follow up to a couple of viral videos, one of which shows a car crashing, which made their way around the web a while back, Mazda has launched a weblog, "HolloweenM3", that includes yet another video purportered by the blogger to have been found on public access TV. In the video, called Phantasmagoria, a bunch of 20-somethings ride with ghouls doing the usual Holloween mischief while bangin' their heads to some metal. Not so oddly, the Mazda logo finds its way prominently into most shots. Next. "HolloweenM3": http://halloweenm3.blogspot.com/ - már nem él
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Marketingvoxhttp://www.marketingvox.com/archives/2004/10/22/mazdas_blogviral_campaign_falls_flat/
Mazda's Blog+Viral Campaign Falls Flat
(egy utalás az előző anyagra: Adrants: Mazda Launches Blog to 'Viralize' Video)
Mazda's new blog-cum-viral marketing effort proved to be pretty lame, and its failures reveal one of the dynamics limiting large advertisers in their exploitation of new forms of marketing. The campaign takes an old set of video "viral" ads that never became very popular months ago and attempts to rejuvenate them by creating a fake blog to tout them. Compounding the first failure (not understanding that a viral ad isn't just a :30 - perhaps with a dirty joke or a flash of skin - that gets streamed onto the internet) Mazda committed the same mistake with the blog.
In the first instance, it thought its TV ad could become a viral spot. In the second instance, it thought it could suffice as the main content of a blog. Viewers may begin to think that perhaps there's a creative director in Mazda's ad agency that has a bias toward canned video. It appears that in neither case did Mazda consider putting the vast resources required to create a well-produced video spot toward creating a well-produced online campaign. Or, if it did, it paid too much.
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Whatsnextblog.comhttp://www.whatsnextblog.com/archives/2004/10/mazdas_fake_blog_is_a_dumb_ass.asp
Mazda's Fake Blog is a Dumb Assed MistakeMazda blows it big-time with a fake blog HolloweenM3 that includes not one but three Mazda commercials disguised as videos found by a blogger on public access TV. The lastest video, titled Phantasmagoria, shows a bunch of 20-somethings riding around listening to heavy metal music in a Mazda with some ghouls.
It would be funny if it was run as a TV ad. It's just stupid in a fake blog.
And you can bet it cost Mazda a gazillion dollars.
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