Thursday, January 20, 2011

where does the bone go afterwards?

There was some interest the other day over this Facebook app from Greek chocolate brand Lacta.

The app allows people customise a Lacta chocolate wrapper with a name, boy/girlfriend etc, and posting using the wall to wall feature.

While it's reasonably cute, simple to do and shareable and gained Lacta hundreds of thousands of Facebook 'fans' very quickly, I still come back to the same question around Facebook campaigning.

Where does the bone go afterwards?

Campaigns are just campaigns. Unless it leads to something else it's old school straight line thinking. I don't know where the Lacta thing is going to go after this, we'll see.

But many marketers looking at this will be getting excited about the wrong thing.
An addiction to accumulating 'fans' for the sake of it is simply the new churn and burn.
Getting temporary attention and the message out is easy.
Getting people to care is the hard bit.

Yes, it will no doubt result in a short term sales spike, but how is that different from any traditional sales promotion? Fireworks then it all goes dark.

Here's a proper insight for you.

Humans are wired to to take as much interest in others as they believe others are taking in them.

So Lacta have got some people to repeat their campaign line.
It remains to be seen how they will return the goodwill.
Hopefully they will prove me wrong.

Lets see what happens after the campaign viagra wears off.
For the moment this is filed under gimmix.

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