Proposition 3-17
Replies to This Discussion
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Permalink Reply by Patrick Neiler on -
A great idea, stolen from CP+B's Maxim campaign.
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Permalink Reply by Dena Ferrell on -
Definately attractive to Gen Y.
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Permalink Reply by White Lion on
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Permalink Reply by Phil McGaughey on
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I think it is week. I don't mean to piss you guys off because you like it, but it just seems childish to me. Also, I don't think they should have a giant counter on the site that in the end may just point out how badly they failed. I could be wrong, and if I am, on St. Patricks Day my name will go from McGaughey to McMudd.
Phil
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Permalink Reply by Patrick Neiler on
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I can see where you are coming from, however, I don't think childish is the correct word for it. Does that fact that they are utilizing interactive communication, and letting the user build the content of the message make it childish? I'd like to hear you expand on what exactly is making the campaign childish. The only aspect where I could see there being a misconception of it being childish would be the "convince a skeptic" section. I see that as being more humorous than immature.
The success of the petition signature shouldn't directly reflect the success of the campaign. With a static media, you wouldn't even have the option of measuring results with user initiated feedback. I'm sure they will study the success with measurements such as unique visitors to the site, the amount of time spent navigating, and the impact it had on social networks.
With that said, and agreeing with Dena, this campaign hits home on all levels with its target. A premium beer brand like guinness already commands much pride and loyalty within their customer base. The campaign stays true to the brand's Irish roots. More importantly, it gives the customer a sense of participation in the message, which is more engaging and powerful than a static, conventional media spot.
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Permalink Reply by Dena Ferrell on
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You may be right about childish but I think that is exactly the point and target audience they are after.
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I can agree to disagree, and I am wrong quite a bit every day of my life. I guess time will tell.
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Permalink Reply by Paul McA on -
Me! As I'm Irish, I find it fairly easy to ignore this...but I am sure they'll make their million easy...
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Permalink Reply by Dena Ferrell on
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Ultimatley, the end user finds a purpose in the message. Is the audience taking it too serious, probably not! We just dont want collect coupons and turn them in for plastic key chains anymore. The experience is cultured and is influenced with great design.
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Permalink Reply by Dan Wilkerson on -
Neat, very simple and effective. Good use of interaction with the consumer - makes you want to visit the site to find out what exactly they are getting at. Regardless of your reaction (E.g. "This is stupid") you have a fair chance of at least bringing it up in conversation.
When Allstate (I think?) began the "Now What?" ad's, I remember looking up the website. For some reason it hadn't even occured to me what to expect - whatever my subconscious wanted, I was disappointed to find it was advertising for insurance. The upshot was regardless of whether or not I liked it, I did mention it to my friends in casual conversation, and we all discussed how annoyed we were with what we got, despite not even knowing what to expect. It generates word of mouth.
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I thought it was week when it was posted, and said time would tell. I think time has shown it to be a less then good attempt. I guess that I don't have to change my name to McMudd.
Phil
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