Ryan MacMillan

Backing up our article in the newsletter just released by our friends over at Contagious Magazine, here is the scorecard from which I devised a KUDOS score of 33 (out of 50) for the Skype Nomad campaign.

Speaking personally, I love the campaign, albeit viewed through the filter of a raging jealousy for the Nomad’s adventures. Travel is a subject close to my heart and I’m a major Skype advocate. I would have liked to have given the campaign a higher score but, and here’s where KUDOS proves its worth, I couldn’t do so because I couldn’t for the life of me work out how the technology advertised by the campaign actually works!

The K and U bits of KUDOS - where the campaign scores lowest - require, on one side, the brand to demonstrate its Knowledge to the audience and gain Use from the campaign; and vice-versa, the audience needs to learn something and benefit from some utitilty. Skype could easily improve the K by adding some more content for the technically minded in their audience. I emailed Skype customer support but the response still doesn’t explain it to my non-mobile mind. I’ll download the beta software anyway and have a play.

Read on for the KUDOS scorecard.

Bear in mind that, unlike previous KUDOS ratings we’ve published, this campaign is not completed. In fact, the Skype Nomad only set off on 5th May so it remains to be seen how things will turn out. (More about how we evaluate these on Leo’s recent KUDOS post)