Dec 07
13

Social Media Today #29 – Dre Labre

4 Comments

Social Media Today

Time for another Social Media Today. Today’s topic: “Wild Goose Chase Marketing”
0:10 Intro

0:45 Audio Comment from Jay Berkowitz of Ten Golden Rules (Blog, Podcast)

2:50 Intro of Dre Labre and notion of Wild Goose Chase Marekting

4:50 Dre finally gets to talk and discusses his USB Drive Drop campaign for Canada Tourism

7:40 Doug and Dre talk about voyeuristic aspects of the campaign

9:15 Nine Inch Nails Year Zero marketing campaign

12:30 Wild Goose chase marketing in Television – Heroes and Lost

13:20 Can only brands with Communities pull off this kind program?

15:40 The destination versus the journey (discussion of Giantology campaign)

19:00 Involving the community in content and multi-tasking media

To leave an audio comment, please call 206-203-3565 or simply leave a comment on this blog.

[tags]Social Media Today, SMT, Dre Labre, Tribal DDB, Canada Tourism, Wild Goose Chase, Heroes, Lost, Giantology, Ten Golden Rules, Jay Berkowitz, Nine Inch Nails, Year Zero, podcast [/tags]

 
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Posted in Podcast Social Media Social Media Today by dwalker 4 Comments

4 Responses to "Social Media Today #29 – Dre Labre"

  • John Johansen says:
    December 14, 2007 at 2:18 pm

    Congrats on being the new host for this podcast. I haven’t followed it till now but what I heard in this episode was good.

    I wanted to comment on the term you coined “wild goose chase marketing” because I don’t think you need to re-invent the wheel.
    Alternate Reality Games are alive and well as a marketing tool, though as you discussed in the episode, they target a small niche of consumers.
    http://www.argn.com/

    The NIN Year Zero campaign you referenced in this episode has even been labeled an ARG already.
    http://en.wikipedia.org/wiki/Year_Zero_(alternate_reality_game)
    http://www.ninwiki.com/Year_Zero_Research

    And… in my opinion, Alternate Reality Game sounds way cooler than Wild Goose Chase. ;-)

  • dwalker says:
    December 14, 2007 at 2:28 pm

    Thank for the comments John. I was aware of the ARG designation, but totally forgot about it and perhaps that is the best way to describe it (personally not nuts about Wild Goose either…) I just called it something that made sense to me, don’t exactly see it as a term that would catch on though…

    The ARG designation to me is kind of misleading as well – it makes me think of a MMORPG or something.

    I am totally open to other phrases, but I actually think both don’t really describe it properly.

    Thanks for listening.

  • Elge Premeau says:
    December 17, 2007 at 12:11 pm

    Hi Doug,

    I just listened to your podcast on “Wild Goose Chase Marketing” and wanted to share a story. I’m on the marketing team for the Wordstock Book Festival (www.WordstockFestival.com) here in Portland Oregon. This year we printed up 1000 red books and hid them all over Portland. At the same time, we spread the word via mouth-to-mouth and the Wordstock blog (http://wordstockfestival.blogspot.com/) what the deal was with the red books. First, they were pretty cool looking. Second, if you brought your book to the festival, you could win a trip for two to the birthplace of your favorite author.

    The red books were a huge hit. When people found I worked with Wordstock, the first thing out of their mouth would be “Can you get me one of those red books?!” I managed the info booth at the festival itself and several people came up to tell me where and how they found their book. It was really fun to hear the stories. Also, several local bloggers wrote about the red books. They were definitely our most successful marketing tactic this year. The hard part is now we’ve got to figure out something just as cool for next year!

    Elge

  • John Johansen says:
    December 17, 2007 at 6:18 pm

    That’s a fair point about the connection with MMORPGs. Though as they continue to get more prevalent, hopefully they can break that link.

    I think of ARGs as targeting the 1% of fans.
    http://www.wired.com/entertainment/hollywood/magazine/15-12/ff_futurama_geekiestshow

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