Posts tagged ‘digital’
I got a nice email today from Barclaycard’s online PR people linking to their waterslide challenge, the gist of which appears to be that they’re inviting everyone to create their own DIY waterslide ad, upload it and the winner by public vote gets a trip watersliding round the world.
It’s a nice way of extending the life of the campaign, but I’m not very keen on the ‘here’s one I made earlier’ example they’ve popped on the site. It’s obviously made by the Barclaycard online team, but shot in amateur shaky camcorder style and feels terribly fake and contrived. Or is it just me?
Sadly I can’t download it to the work laptop (draconian IT policies), but I’m loving it on my home PC. Even better, it’s FREE, legal and all you have to do in return is listen to or view an ad (mostly public service announcements about direct.gov) every 20 mins or so.
What’s more, there’s no buffering and the interface is easy to get the hang of. I suppose in a perfect world you’d be able to access your Spotify account from any online computer, but maybe that’s asking a bit much…
Interested? It’s still in beta but you can sign up for an invite here or stump up for a premium, ad-free subscription at £10/month. Which, considering how much I spend on itunes, is quite reasonable.
Upon reflection, it strikes me that my ranting about the weather actually leads on to a relevant point.
The web has obviously made responding to change much easier – for example my gardening client has pay per click campaigns queued up on google just waiting for the right weather conditions to arrive.
But its rare to see a DIY shed buying up the nearest 6 sheets as the first flakes of snow begin to fall to point out that they stock rock salt. Or a wet bank holiday weekend resulting in the local cinema taking out a more prominent ad in the local paper. Those media options would be ideal, but traditional media is too slow. You just can’t turn offline communications round fast enough. And that’s where online media will always win.
In the right hands, digital media can be truly reactive. Which I suppose begs the next question – will online media have to become a 24-7 operation to service this?