Saturday, July 02, 2005

Advertising Produced by Customers
The Ultimate in Relevance

Last December, school teacher George Masters set the marketing world abuzz with a homemade ad for Apple Computer's iPod that rapidly went viral. Experts cited in the Wired News replay of Masters’ creative effort belive this heralds the future of advertising where homemade ads will play a big part in marketing, just like blogging is shaking up the news. The ad got picked up by the blogs and within weeks it was seen by an estimated 40,000 people. Though his ad looks like it was done by a pro, Masters is a 36-year-old high school teacher from Orange County, California. He created the spot in his spare time. Working a couple of hours at a time, the ad took five months to make. "I did it for fun," he said. "I love motion graphics. I like creating visuals." Steve Rubel, a vice president at New York PR agency CooperKatz and author of the Micro Persuasion web log, cited the ongoing Spread Firefox campaign, a collective promotion of Mozilla's web browser that includes raising money to buy ad space in The New York Times.

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