FOOA and Wired
Drew Schutte (Wired) ‘How will online and traditional advertising peacefully coexist?’
Wired has been around for 13 years but for the last 8 years have not owned own websites. so we are just jumping into the world. we bought it back last July and moved into high gear in march.
Learning fall into 4 buckets.
1. Listen to the market. we heard that people talked about integration but were not doing it. People are struggling. more are getting on the bandwagon and trying to learn and trying to make things integrated. Think about the structure, to support the integration,
2. Time - a challenge and an opportunity. online interactivity and responsiveness, magazine has tactile impact and longevity. different properties have different lead times. We did a promotion with Nokia, with magazine profile, a day in Union Square and a web page with an exploration of the gadget. We had to tie all together, but all needed to be done months ahead,
3. Getting engaged. Advertisers need to use the media partner to speak to the community, We can create ads internally. From the publishing side, know the audience and what will work with them Our audience is into tech, interacting and customisation. For Xerox, we allowed people to customise the cover. We advertised online and in mag..would you like to be on the cover of Wired. This is the actual coverage of Wired. The tech is a nightmare and expensive we had 11k uploads in 24 hours….we only had room for 5k. w e created a site for them to upload own photo and print it out themselves. They had a nice viral effect, we keep doing this..and we have to keep expanding the marketing dept to do this.
4. it takes guts. you have to let go. (talked about Chevy Tahoe) Sales went up but was a tough thing to do. We bought reddit, it gave us their technology to add the features to everything we did. We created geekdad and had an ad…we had people comment on ad. It built marketing and got people excited. For the 40 most wired companies, we got editors choice and what the community thought. it strengthens the community, probably makes the product better and gives advertisers something to play with. You can;t control it anymore, if you have a bad product it will be known
see wiredinsider.com/tools for more information.
Tags: drewschutte, FOOA, FOOA07NYC, futureofonlineadvertsing, reddit, wiredRelated Stories
POSTED IN: Advertisments, Conferences and Events, Integrated and Transmedia Marketing
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