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October 04, 2005
Ban marketing
Ban (the deodorant) is trying out citizen marketing with a viral twist by inviting people to write captions for photos in its "Ban It" campaign. Winning slogans will be featured in a future ad campaign.
The hoped-for virality is that friends will tell friends about their content creation. (My contribution in the picture at left is strictly from a scientific viewpoint.)
This campaign is a good start for getting customers involved with a product that's rather utilitarian, especially for mass-market goods. I'm sure KAO Brands finds it immensely challenging to develop relationships with its end-customers, as do all consumer packaged goods manufacturers.
One nit with the effort, though: it carries the odor, if you will, of old-school marketing toward a demographic. All of the pictures, fonts and even the questionnaire of your age group ("older than 28") is bound to make anyone over 34 feel like they're intruding on someone else's party.
Other blogs that reference Ban marketing:
» Viral Marketing from blog.websolvers
Ben McConnell make a good point regarding viral marketing. Ban (deodorant) is running an online campaign to--ironically--develop a campaign. This is not a revolutionary concept in that consumer brands have been using customer-created (or inspired) imag... [Read More]
» Ban Marketing from Much Ado About Marketing
No, it's not a sign that I'm giving up on the marketing game - rather, it's a new viral campaign from Ban Deodorant. As reported by Ben McConnell & Jackie Huba from the Church of the Customer Blog. [Read More]
» Ban The Tired Old Tricks from AdPulp
Ben McConnell at Church of the Customer points to an interesting promotion for Ban Deodorant that attempts to capitalize on the move toward consumer generated content. Ban (the deodorant) is trying out citizen marketing with a viral twist by... [Read More]
Why does everyone keep targeting the "under 28" group.
We know that it's women in their 50s and 60s that have all the money.
Perhaps we should ban younger consumers now and then.
It's the result of all those "Segmentation Girls Gone Wild" videos advertised on late-night TV.
