Comments for *supercollider

Comment on Crowdsourcing cause marketing: Pepsi Refresh Everything, Chase Community Giving, and more by Zooppa User-generated Advertising Platform

Zooppa User-generated Advertising Platform — Thu, 04 Mar 2010 22:01:57 +0000

Geoff - Great post! Glad it was retweeted today because I missed it in December.

You may be interested in the “Pause to Support a Cause” campaign the CMO Council launched to crowdsource public service announcements for their Survey for Good initiative. The surveyforgood.org site allows all non-profits to register to receive donations in return for their supporters filling out market research surveys, over time they hope to shift up to $2B in market research spending to non-profits in lieu of tchotchke.

The Zooppa community created and shared ads to promote this initiative and CMOs among other influencers judged the best psas. A release about it below.

http://www.pitchengine.com/zooppa/cmosofglobalbrandsandnon-profitsselectwinnersofcrowdsourcedpsacampaignonzooppa/49711/

Comment 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 [...]

Comment on Ninety Red Bull events | Part 1: The Mega-List by Ninety Red Bull events | Part 1: The Mega-List » *supercollider « Transmedia Camp 101

Sat, 27 Feb 2010 02:07:42 +0000

[...] Ninety Red Bull events | Part 1: The Mega-List » *supercollider February 27, 2010 siobhanoflynn Leave a comment Go to comments via geoffnorthcott.com [...]

Comment on Ninety Red Bull events | Part 1: The Mega-List by Tom Himpe

Tom Himpe — Fri, 26 Feb 2010 15:24:19 +0000

great list! shows the audacity and radical nature of Red Bull’s marketing approach. It’s one thing to organise a few events, it’s another to make it the cornerstone of your marketing

Comment on Platforms or Campaigns? Both. (AKA a platform-centric campaign model) 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 [...]

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

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

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

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

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