The ‘information revolution’
Activism defending our universal right of information? Or a marketing campaign trying to promote a Google competitor?
I am generally not a cynic but the second option is my favourite because of the money spent on promotion. So it wasn’t really a surprise when I checked the URL this morning…and I discovered that Profero has registered the website. The agency is working for both Ask and Yahoo…
Too many marketing campaigns are using the revolution theme to promote their not so innovative service or products (I will write a full article about this soon).
This is made worse because they have tapped into a real problem: Google hegemony. Whichever way you look at it, this is just wrong! Trying to entertain people and play with the audience is fine, but when we claim it is objective, this is untrue. They are claiming a false revolution in a desperate attempt to engage people without realizing that when people discover the pathetic truth they will be pissed off and have negative feelings about the brand. (Just have a look at the comments section)
Filed under: advertising, campaign, digital
I think it is a great idea shit execution and not enough support from the brands to own the issue. What if they did something even cleverer than just raising the issue with very subtle branding, what if they were quite open about it either with complete branding or raising the issue without branding at all but claiming it afterwards with an ad campaign that points at it.