Comments on: Platforms or Campaigns? Both. (AKA a platform-centric campaign model)

By: The Use of Platforms Vs. Campaigns

The Use of Platforms Vs. Campaigns — Sun, 28 Feb 2010 01:34:28 +0000

[...] blog. Geoff covers some really great information and I definitely recommend reading the whole post, but I really wanted to share the two graphics below. I think this is a really good model for [...]

By: equiliqua » Un poco de optimismo

equiliqua » Un poco de optimismo — Fri, 26 Feb 2010 11:40:40 +0000

[...] meramente publicitario) es que la campaña parece que va a tener ua consideración de “plataforma de comunicación” más que una mera campaña de publicidad. En la línea de lo que la nueva [...]

By: Geoff Northcott

Geoff Northcott — Wed, 24 Feb 2010 10:50:02 +0000

Hey guys, many thanks for all the comments!

Clay — As you say a key benefit of platforms is you can benefit from earned media, both in the sense that people keep using it after the campaign is over, and people can share their activity with their friends (both properties of Nike+ for example). However both brand-owned and 3rd party platform communities such as those on Facebook definitely see a big boost in membership and usage from a well-run campaign. Facebook is probably the most transparent example of this, where you can see fan numbers and participation rates sky rocketing after a paid media campaign. This ultimately translates into more earned media from the fans that stay on.

Peter — half my day job is strategizing/conceptualizing/planning and the other half is building things and making them work, and definitely appreciate the sentiment that a nice-looking model does not a good plan or product necessarily make. However I find it useful for getting my head around concepts and frame potential approaches, to make it easier to turn them into a plan of action, as long as we don’t confuse the two! Your milage may vary though.

By: Dave Watson

Dave Watson — Wed, 24 Feb 2010 08:33:45 +0000

Excellent article.

Is it the case now that the brand is the platform?

Therefore, all marketing tactics feed into that branded platform.

By: Peter

Peter — Wed, 24 Feb 2010 04:49:54 +0000

It all sounds great in theory, but please everyone, stop putting creativity into “models” … It’s like creating a thinking cage

And Nike+ is a product. And Men vs. Women a campaign for that product.

By: Tim Nolan

Tim Nolan — Wed, 24 Feb 2010 04:13:52 +0000

This is one of the most eloquent and direct explanations of the concept I have read so far. Cheers!

By: Clay Parker Jones

Clay Parker Jones — Wed, 24 Feb 2010 03:53:30 +0000

Interesting perspective on the use of campaigns to generate force behind a platform. I’m absolutely using this model on a day-to-day basis, but I wonder if I’m still paying the unremarkable tax…

We’ve got these media dollars to support a platform, but shouldn’t the platform be so built-to-share that we don’t need to use them?

Anyway, I like the model…just struggling under the weight of my own expectations.

By: Jason Cormier

Jason Cormier — Tue, 23 Feb 2010 22:32:59 +0000

Love your model illustrations. I think the concept of activating a community online is still foreign to many brands. Ironically, building and activating a community as part of a campaign can be limited by the platform providers, themselves (even due to cost) — but I believe considerations with respect to platforms will be a more popular item that marketers pay attention to.

By: Platforms or Campaigns? Both.

Platforms or Campaigns? Both. — Tue, 23 Feb 2010 20:20:47 +0000

[...] But as a way of looking past using digital media as simply another broadcast channel to support a brand messaging campaign, and towards using the unique interactive properties of the web to engage and provide value to customers and brand fans over a long-term period, this is a type of campaign and marketing model I think we will start seeing a lot more of in the coming years. via geoffnorthcott.com [...]