Saturday, March 8th 11:30 am – 12:30 pm
Henry Copeland Founder, Blogads.com
Steve Hall Publisher, Adrants
Jeff Jarvis Blogger/Prof, Buzzmachine/CUNY
Rebecca Lieb VP & Editor-in-Chief, The ClickZ Network
Charlotte Selles Global Brand Mgr, Beam Global
Molson
ads on facebook – send us photos of use of their product (aka f’d up) – win a trip to Cancun
Carlton Beer
youtube video crowd of people showing beer bottle very viral – bad because you don’t know what the ad was for
PayPerPost
pay bloggers to post about products – mom got kids to smash camera because they want HP camera
Wal-Marting Across America
blog of family going across US in RV stopping at Wal-Marts on their way
SUXOR WINNER: HP and the mother blogger
Rahodeb
whole foods – CEO posted on forums on how wild oats was a bad co so that their price would go down and they could buy them
Cisco Human Network
wikipedia article on “the human network created by cisco” shill and get bloggers to write about it – socialize the term on the internet
Mentos/Diet Coke
When it first started, mentos jumped on board, but coke said this is crazy. coke finally came around – first they didn’t get it and said they didn’t get it but jumped on board after it took off and made it look like they got it.
Vespa
found people who actually used Vespa and got them to group blog about it – vespa lost interest and stopped talking to the bloggers and not return their phone calls – the blog died and went down and because anti-vespa
SUXOR WINNER: Cisco Human Network
Agency.com/Subway
going to work for subway video – ad agency putting together a pitch for subway to try and get the campaign. made a laughing stock
Target Rounders
have college kids talk about target on facebook and fake buzz marketing to get discounts etc. http://www.kayesweetser.com/archives/58 Bloggers found out and ran them into the ground because it wasn’t authentic.
Giuliani Campaign
his myspace page was closed and set to private after it was created – couldn’t get to info – they did nothing w/internet raised very little money etc.
All I Want for Christmas is a PSP
Fake blog about “charlie” who only wanted a psp for christmas – backfired. comments: good job turning your consumers off your product – everybody knew it was a fake
SUXOR WINNER: Agency.com Subway
Marie Digby (bonus contestant)
cover of a song “umbrella” on YouTube – not an impromptu video on youtube because she was signed and it was professionally shot though called one
Rules to avoid SUXOR campaigns: don’t lie – don’t corrupt us – don’t take advantage of folks (family bloggers etc.) – don’t get caught.
OVERALL SUXOR WINNER:
HP – PayPerPost woman has kids smash competing camera
Questions:
decent campaigns – just lacking transparency – why is it a big deal to be transparent?
-no real rules yet since it is still new
Would some of these be as successful if they wouldn’t have lied?
-some, but not all – full disclosure should happen