Alleve Follow-up
I wrote earlier about the Alleve campaign, the storyline that led you through a series of fake sites. supposedly putting across a brand message. Drug Store News has a piece on the promotion.
“With the emergence of more of the alternative media offered by Web 2.0 properties and other channels, we’re testing the waters here,” Tricia McKernan, Bayer spokeswoman, said.
On the first day of launch they had over 2,500 visitors, but no further traffic information; however the media buzz associated with it seemed to make them happy, with less than 1% of overall budget spent on the campaign.
I’d love to know more customer numbers on this site - did the visitor numbers increase, what were the satisfaction sores. However, to me it appears that a key success factor was PR impressions, not customer engagement, so social media/puzzles/stories were being used as a vehicle for mass advertising and PR not for getting closer to customers.
Tags: alleve, bayer, drug_store_newsRelated Stories
POSTED IN: Buzz Marketing, Fake Marketing - flogs and splogs, Fun and Games
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