Distributed assets
By Leo Ryan April 29th, 2007
In Brand innovation · Branded content · Stories
We have a various elements of campaign launching for Sony Blu-ray in the coming weeks and much of it features using distributed assets to generate and assist conversations around Sony’s Blu-ray offering - so expect me to bang on about it quite a bit in upcoming posts. But I’ll be pretty happy is anything we do is as neat as this little gem from Carlsberg. This link to a Flickr image was forwarded to me by a friend who saw it on Flickr where it was posted by a guy who found the note on Oxford Street who then told all of is friends, who then went and commented on Flickr. The pros and cons are neatky summarised in the Flickr comments by Olly: “If it only cost them fifty grand (which is a snip for advertising) then potentially the five thousand people who discover one of these on a friday night will tell all their mates. Still wouldn’t make me drink Carlsberg though…”
1 Ade // Apr 29, 2007 at 9:10 am
You missed the last bit of the chain of events: “…and I blogged about it.”
If Calsberg contacted you directly and said “We’d like to put our logo and slogan on the hompage of your company’s website for a couple of days for free”, you’d tell them to take a hike wouldn’t you? Now you’re giving them free ad space and saying their planners are more creative than you? It’s a funny old world.
2 Leo Ryan // Apr 29, 2007 at 9:20 am
Yes! Exactly! Quite amazing really. And if someone from Carlsberg hapens to be reading - I’m sure we can work out some kind of deal…and what I am actually saying is that this piece of marketing seems to be have been quite effective. Props where props are due - no?
3 links for 2007-04-30 « Zero influence // Apr 30, 2007 at 1:26 am
[...] Distributed assets at Ryan Morrison & MacMillan Ltd. money walks, bullshit talks… (tags: viral marketing money london) [...]
4 Dan O'Connor // Apr 30, 2007 at 9:54 am
1: Yes, but is it legal? I’m (demonstrably) not a lawyer, but isn’t there something about defacing the image of the monarch etc etc?
2: There’s nothing that would make me drink Carlsberg, short of them *giving* me the tenner, but then I doubt I’m the target audience, what with my deep commitment to martinis.
3: Possibly this marks some sort of personal/public space trangression. Bank notes are, I believe, the property of the Bank of England, but we do tend to think of them as our own. I think (sensitive soul that I am) that I would be rather annoyed were I to take some money out of the ATM only for it all to be covered in stickers advertising anything. Not because the stickers would render the money worthless, my finely honed legal mind (see above) tells me, but because I don’t really want to be marketed to on my money. I haven’t asked for it. When I watch commercial TV, I accept that there will be ads. When I take money out… not so much. It strikes me as kind of invasive.
Also, still not drinking Carlsberg.