Over the past few years, online advertising has changed. For example, we have experienced the world with video advertising, mobile and social.
1) Video is one of the fastest growing segments in the online advertising market.
2) It can be believed that eventually, mobile internet will over-rule desktop internet usage.
3) Social advertising doesn’t just refer to the ads we see on Facebook. For example, one of the growing trends in the social space is that of social gaming.
If we look at some digital campaigns today, you can see how the power of the internet enables us to a whole new world of advertising. For example, Oreo’s marketing executives and agency, 360i created a photo and tweeted “You can still dunk in the dark”.
The ad generated more than 16,000 retweets and was seen by tens of thousands on Twitter.
The hype that was created from such a witty “tweet”, featured all over online – more so than a standard television advert would. The power of the World Wide Web doesn’t only give us new mediums to create advertising content – it enables us to talk about the content in a variety of different ways.
Oreo’s Daily Twist Campaign
Another campaign from Oreo was that they released an image every day from June 25th to October 2nd . These images were of the cookie which had been restyled to replicate something that had happened on that date. The images were released via Twitter and Facebook. For example:
Another digital campaign, “Dumb Ways To Die”, was created by advertising agency McCann Melbourne. Posted in November 2012: it appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network, and other social sites. The aim of the campaign was to promote safety on Trains for Metro. A song was created called “Dumb Ways To Die”, originally posted on YouTube, the song received 20 Million views in a week.
One of the reasons as to why the campaign was so successful was because it was an easy way to gain young people’s attention. It is hard to reach out to younger generations about safety messages in general, let alone specifically about trains. The video used black comedy featuring a variety of cute cartoon characters killing themselves in increasingly idiotic ways due to unsafe behaviour.
The YouTube video generated a huge immediate viral effect. Due to such popularity, Dumb Ways To Die created a Tumblr, Soundcloud, and featured on Metro Trains’ Twitter. You can find all the content now at www.dumbwaystodie.com.
There are a few ways in which the campaign was taken further via apps and other social content:
1) McCann released an “Official Karaoke Edition” of the video on 26 November.
2) The campaign asked people to pledge for awareness and safety in trains on their website.
3) In May 2013, Metro released a “Dumb Ways to Die” game as an app for iPhone, iPod touch and iPad devices.
So you are probably thinking what this campaign achieved? It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks the video had been viewed 28 million times and soon at least 85 parodies were made. Today, the video has had over 52 million views.
Despite all the good press it has received – no campaign can claim its true popularity without some criticism! Before the world was faced with the internet and its social criticisms, advertising was seen in a different light. For example, you would view an advertisement on television and would not be given the chance to publicly speak your views on it. Nowadays, you are subject to everyone else’s opinions online and are encouraged to share your own.
Just by looking at these campaigns, you can see how hype is formed via the internet, and how important it is within society today. So do you think that society is changing the way we are subjected to adverts? Is the online world really important or could we do without it?