Intel’s social media marketing efforts failed miserably today. Intel was running a pretty bad ad campaign about earthquakes for some unknown reason. The earthquake in Haiti happens and Sky News has been running the ad repeatedly in front of a clip about the Haiti earthquake.
A bad disaster, a bad ad – you have to ask Intel what were you thinking?
Kari Aakre from Intel reached out to me to let me know Intel realized the issue and took action to remove the add. It’s good to see them respond responsibly and quickly. Apparently, Intel is working on technology to help deal with situations where two way communications have been interrupted/destroyed by situations like the Haiti earthquake. I hope they succeed.
Here’s Kari’s comment for reference:
The timing of Intel’s ad about its disaster communications technology research is unfortunate. While the media buy was made months ago, we are sensitive to the current situation and the people of Haiti, and pulled this ad as quickly as we could.
Separately, the Intel Foundation will match Intel employee donations to help support the people of Haiti during this difficult time.
Here’s the ad and a bit of the Sky News clip.
If you follow digital media, you’ve heard a lot about the importance of audience engagement. But most engagement conversations focus on audience interaction with linear content.
Imagine instead that the audience were part of the action – you enter the video, talk to the characters, and they talk back to you. Andrew recently interviewed Jonathan Strietzel, Founder of BigStage and Peter Hodge, CEO of Virsona, whose companies offer intriguing components of this future that have the potential to create big value for brands and media companies today.
If you have the vision to imagine what moving from linear to interactive content could do for your business, these interviews with BigStage and Virsona are must-listen conversations.
The Association for Downloadable Media, an organization whose purpose is to help provide advertising and audience measurement standards for episodic and downloadable media, announced today a proposal for advertising standards at Ad:Tech San Francisco.
A cross section of podcasters, agencies, device manufacturers and others interested in monetizing downloadable media have developed the proposed standards.
Why do we need standards for downloadable media?
Andrew and Alex joined Forrester Research for its 2008 Marketing Forum. This article is the second in our series from the forum focused on customer engagement in a digital media world.
Realizing Your Return on Empathy (ROE)
Steve Kerho, VP Analytics, Organic
Mark Kingdon, CEO, Organic
Creating effective online (and offline) marketing solutions starts with a deep, emotional understanding of your customer segments and their needs – in other words, “empathy” for your customer “personas”. This empathy serves as a critical guide in designing online and other touchpoints, and the personas also support breaking down how you measure and respond to online performance.
Tony Ponturo, President and CEO of Busch Media Group, spoke at the Future of Television conference. Tony observed the increasing complexity of marketing as the number of channels has exploded from the basic three back in 1972 to hundreds of thousands today with the web.
At the same time, the consumers are getting more sophisticated, diverse and elusive. Tony describes how the demographics of college markets are changing rapidly, in particular the increasing share of women in the college ranks and how that will change their marketing in the future.
He goes on to describe the rise of UGC and changing consumer media habits.
Television is changing a lot and television advertising is changing with it. Tivo, DVRs and the internet are changing the way content and advertising is consumed. It changes the way TV ads need to work. This panel explores some of the changes they see on the horizon.
Karen Bressner, SVP, Advertising Sales, TiVo
Eric Hadley, Chief Marketing Officer, Heavy Corporation
Rick Mandler, VP, Digital Media Advertising, Disney/ABC Media Networks
Robert Riesenberg, President & CEO, Full Circle Entertainment
Moderator: Joe Adalian, Television Editor, Variety
What’s the future of the 30 second spot?