Dump Cupid Again
I wrote earlier about Dump Cupid, a campaign that comes to fruition today, being Valentine’s Day. With multi-channel camapigns, it’s sometimes difficult to find out what is going on with a brand unless the brand tells you, but the press release is now out and I can see that they have included email, TV and outdoor ads, radio DJ endorsments, Times Square 30′ heart (image from dolce vita rachel on Flickr):
They’ve got a huge buy on Yahoo today,
and they’ve also taken out a pretty large ad buy on YouTube, which includes the ability to send ecards with the videos attached.
Except for 1 (Cupid doing a pole dance) the videos have not really took off, doing respectable but not outstanding views. The site however has been P&G’s most visited website over the last few weeks. And you can tell - it’s definitely strainign under the load today.
With the multiple communications routes, how many times was one person hit my any of the ads. For myseof, the only things I have seen have been the ads on YouTube; the only reason I say the Yahoo stuff is I knew it would be on there and went to take a look. I’ve seen nothing of any of the rest of the material, demonstrating to me the importance of working in a digital media in order to increase your reach. Then again, I work in digital so would say that ;-). But from early reports, it looks like this can be regarded as a successful campaign.
Meanwhile, AdAge takes a look at the recent battle of the shampoo videos between P&G (Dump Cupid) and Unilever (Sunsilk) and how the 2 companies have tried different tactics to distribute content on the web. (the Sunsilk video in question came from Canada, not the account I work on)
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POSTED IN: Buzz Marketing, Consumer Packaged Goods, Integrated and Transmedia Marketing
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