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I like how Patron has taken their “Some Perfection is Debatable” campaign and integrated it into all marketing channels. The website is fun – people love voting, seeing what others think and occasionally commenting about them.
Patron gets it, unlike MGM MIRAGE’s latest UGC campaign. Forty-eight hours in Vegas, in theory, is a cute idea – it’s fun, it’s cool, it provides real value to the customer (win a trip to Vegas) and MGM MIRAGE is attempting to embrace UGC by allowing the user to have control (a big step for a large, archaic corporation). But, without proper marketing, it sucks. In today’s world, whether you love it, hate it or don’t believe in it, traditional advertising is not dead and your interactive campaign probably won’t takeoff without it (and vice versa).
The way people consume media, both traditional and interactive, has changed drastically in the last few years. Your website doesn’t work like it used to and neither does your traditional magazine. People no longer accept one touch point; they demand many. And hey, the consumer is always right, right
So, the question becomes, why has this specific campaign not been rectified already? Because they are unwilling to sync with traditional. They are hard core believers that UGC, social media and viral campaigns simply need to be released into the wild to catch on vs. putting marketing dollars behind it. It’s a poor mindset and what’s causing the campaign to suffer.
If you’re not already on the “integrating interactive and traditional” boat, now is the time to get on… or have fun sinking.
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