As this article from Mashable points out, there is a movement afoot demonstrating how brands and business can be built online, and this movement is stretching creativity to new limits and boundaries. This movement recognizes that in order to effectively market a product or service, you have GOT to go beyond the traditional, you’ve got to go beyond the :30 second TV spot and meet your audience (in this case, nostalgic gen-x moms as well as pre-teens) where they are and create experiences that create brand equity, product consideration, and ultimately, sales. The case study referenced is from Mattel, and involves the marketing of every favorite 8 year old girl, Ken and Barbie. Let me tell you, K&B know their digital marketing, and they put it to good use, with a multi-channel strategy that makes me say “wish i had done that!” (latest update to this story here.)
The New York Times, and their advertising column are, sadly, just now starting to realize this is not just a niche opportunity but a must have. This article from Stuart Elliot points out that Dr. Pepper isn’t content to just run TV spots touting it’s diet version’s unbelievable taste, it’s making sure that online experiences build on the story that’s told in the TV spots, creating a multi touch experience that completes the “message” trying to be delivered. The only surprising part is the surprise Mr. Elliot seems to express that this is actually working.
This isn’t new news, it’s old news, that online, it’s digitally enhanced experiences that build compelling creative, disruptive brand footprints. That more brands haven’t figured it out is a shame, but means that there will be work for traditional AND digital agencies for years to come just getting brands up to speed on how to move beyond the :30 second spot as a paradigm for marketing creativity.