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Wikipedia is not just a website, it’s a social movement. It is living proof of what a few thousand properly motivated people can do with their time. If you follow popular culture, you are well aware that people are hanging up the remote in favour of the keyboard in droves. So much so that ad spending online is exploding worldwide.
However, in Q1 2008, TV ad spending was also on the rise (although just 0.5%). Even with audiences on the decline in North America, we are spending more than ever on commercials. TV commercials are still the single most popular medium and a place where many agencies hang their hat (including ours). But between the internet and technologies like the PVR and TiVo, it is getting harder and harder to justify the expense of TV to our clients.
Seth Godin asked the question, “How did people find the time to build Wikipedia given their already hectic lives?” As he correctly surmised later on, people are taking time out of their TV watching to spend creating web pages of knowledge.
My question is: When Internet finally becomes the medium of choice, will agencies be able to adjust or will they be forced to buy digital boutiques just to compete?
Source: Seth Godin
R&B Singer Chris Brown pumps out hits and until now has been no more materialistic than any other artist this decade. But his latest hit, entitled Forever, breaks the mold even for the music industry as it was paid for in full by Wrigley’s to promote its DoubleMint Gum.
The song, although written by Brown, was created to help introduce Wrigley’s new jingle to popular culture. That way, Mr. Stoute of Translation Advertising says, “by the time the new jingle came out, it was already seeded properly within popular culture.”
In the song, Brown references the gum with the line “Double your pleasure/Double your fun” in the chorus. He makes no other reference to the gum.
Wow, talk about deceptive marketing techniques. But the song is climbing the charts and the masses seem to like it. However, will this unproven and potentially risky strategy really translate into more gum sales for Wrigley?
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