1. Will advertisers bridge the gap between their traditional television efforts, online efforts and consumer participation, to create one seamless event?
2. Will advertisers and their agencies practice consistency?
3. When engaging consumers to co-create, will advertisers respect the co-creators, keep the creation credible, compensate, and avoid even the slightest appearance of cheap-work-for-hire schemes (not unlike reality television)?
4. Advertisers often use their 30-second spots to announce new products during the Super Bowl, intended for U.S. audiences. Will they be prepared for immediate and increasingly massive spillover to global markets via online video and social networks?
5. Do advertisers have a strategy to measure participation and engagement around these highly viral events, which tend to span numerous media?
6. Finally, do advertisers have a strategy and culture to embrace and actively manage engagement by the community, on the fly?
I'll address these on a future episode of Across the Sound. Perhaps Max will be my guest to discuss these in person.
For Chevrolet: Consumers 1 Chevy -1 (which is great as your score was -10 before this)
For Frito Lay: Consumer 1 Goodby, Silverstein & Partners TBD (not sure if and how the agency will play a role in this...let me know if you know before I pass premature judgement)
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