Comments on: Klondike does it right by not walking away from a great campaign

Great way to utilize low cost “Information Age” mediums such as blogging/you tube videos to build consumer interest/PR/marketing (plus the 100K tag line doesn’t hurt, ha). Empowering consumers to have a sense of control over essentially a marketing campaign is powerful, and generates loyalty + awareness. Utilizing the wonderful human emotion of humor/laughter is genius, creates a ‘fun’ aura, and bonds with consumers as a ‘positive/fun’ product. Adding the ‘fun factor’ with creatively engaging with consumers to create an ad, is awesome. This has become a huge trend, and at times is a huge win, and at other times, can be detrimental to educated consumers. Thoughts of ‘why do they need ‘civilians’ to produce commercials when they have their own Brand/MKTG teams can produce negative thoughts (to some, not all) of incompetence since it’s consumer generated vs. something they’re ‘told/fed’ that they like. Personally, I appreciate the opportunity to influence a product/service, chance to be creative, and being involved with projects… Can’t wait to see who ‘wins’! Do you think they will fire their creative dept. and rely on outsiders to build ideas (kidding, ha). All in all, it’s a ‘win-win-win’ , and you can’t beat teaming with NBC (a GE company) – ‘imagination at work’! Now all they need to do is add ‘Conan’ and something from ‘The Office’ (which invited people to share their funny office moments, genius, you know we all have them!)

later Dave,
B

By: Dave Knox

Dave Knox — Wed, 28 May 2008 02:18:25 +0000

Great point on sharing the video. I’m curious to see if this will change when you are actually able to go rate videos in the next couple of weeks

By: James Walker

James Walker — Tue, 27 May 2008 15:37:51 +0000

I think Klondike did get it right. The move to include Jay was genius, and I don’t think you can argue with providing an incentive to both submit and rate video! These types of campaigns really do work to create a true brand experience and keep people connected.

There’s one thing I would add, a way to share the video. I may have missed it, but I hope that there is some way for users to easily integrate these videos into their profiles on social networking sites (facebook, myspace, etc) and share with friends.