Blackberry and the Social Media UGC Campaign
February 23rd, 2007 by Doug
User-generated content campaigns can be fun to watch develop (remember Chevy Tahoe? The — ugh– Superbowl?), but more fun is watching the critiques of what these companies need to learn.
I’ll leave it to Webpronews’ Rohit Bhargava to slice up BlackBerry’s campaign, but my added thoughts:
No incentives? Just because user0generated content is new, that doesn’t mean ignore things that work in time-tested methodologies. When doing makret research (and boiling it down, this is a form of it), you need to incentivize– whether it be a modest gift certificate or a chance at a laptop or MP3 player, in order to get the number and range of responses to make a successful effort.
Only using advertising to promote? That seems like kind of an easy miss– viral programs ought to take advantage of their own viral nature to propel themselves, shouldn’t they?
I’ll still be interested in the Crack-Berry user stories that come out– Maybe our own Adam would like to share one.
This entry was posted on Friday, February 23rd, 2007 at 5:37 pm and is filed under Marketing, Messaging & Positioning, PR, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
February 25th, 2007 at 2:07 pm
Easy.
Doing e-mail in a rental car while barely moving in Beltway traffic.
Finding a great trip hop festival in Montreal.
SMS about Sarah Silverman to a friend at a wire service.
A few e-mails drafted (but edited the next day) to clients while on a barstool.
P.S. You might want to research this semi-slam about RIM’s online strategy. Last week, I became a MySpace friend with a to-be-named BlackBerry mascot – http://www.myspace.com/blackberrymascot
Now, that’s cool!