I told you so #3422: Your brand campaign site is REALLY gonna die.

Not only did Pepsi opt out of the silly expensive Superbowl advertising fest to do something with and for people, now Coke got it too: all traditional brand campaign site are to be replaced by social media and pages.

With huge brands like Coke leading the way, more are to follow, and we see this trend slowly but surely appearing in Germany as well. We’ve discussed how this is changing the wild wild web into a homogeneous set of brand experiences, but what is also clear is that digital agencies will have to invest more into the planning practice.

Thanks to Maurice Racz at MRM for the link.

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About The Author

Alexander Wipf

Head of Strategy at Leo Burnett Frankfurt

14

01 2010

by Alexander Wipf
posted in HumanKind

2 Responses

tim → http://www.between0and1.org

at the same time Pepsi’s massive Refresh social media gamble gets off to a rocky start. The moral of this story being that you can never do too much testing before a go live:

http://www.techcrunch.com/2010/01/13/pepsi-refresh-security/
January 14th, 2010 at 12:50 pm
Jay Denhart → http://culturalfuel.net/?fbconnect_action=myhome&userid=6

As well, there are lots of things that Facebook simply will not allow Marketers to do on Facebook, like have Flash start immediately on page load, and offer a different info page or wall page to certain users (think having an information tab for your brand in German in Germany, French in France). It’s like marketers have to learn a new web altogether to understand what they can do on FB.

I’d also wager that we haven’t begun to understand the ways we could be working on YouTube, either.

Cool time to be a marketer.

J
January 15th, 2010 at 9:15 pm

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