What a cool idea (I crack myself up) for a outdoor equipment store in Sweden, Playground. Like that Akestam Holst tied it in with a minisite.
Yesterday our agency had a meeting to determine which social networking sites we can create pages on to show as examples to clients. Some that were brought up were Virb (which has Bright Eyes on the home page today!), Last.fm, Kaneva, MySpace, Friendster, Facebook, Xanga, etc. We’re too late! The bandwagon’s long gone and is not taking any more passengers – we could have bought tickets a year ago, but not now. We’re still going to do it, but I think it would be a mistake for our clients (mostly Fortune 20s) to create profiles on these sites. One, their demographic isn’t necessarily participating, and if they are, they don’t want to be “friends” with a corporate behemoth who only wants their email address for marketing purposes. Second, a lot of retailers are already doing it and seeing backlash. But my job’s not to opine on these dilemmas, it’s to make the client believe that this is the correct path and to get them to write us a big fat check to design and market their page! I wonder if any corporation has really seen a lift in awareness, sales or leads using social networking as a marketing tactic – Aquafina has 14,000 some friends on MySpace, but has this really prompted someone to buy the water? I’d be willing to bet my new Kate Spades not. Okay, I wouldn’t bet my Kate Spades. Maybe I’d bet my old Target flip flops. Take a look at their page and see what you think:
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