Wednesday, April 8, 2009

Behold the next competitors, adland

Twitter is beginning to break into the traditional advertising model. Carri Bugbee used it to great effect to advertise Madmen, tweeting away as the show's Peggy Olson. She's been so successful that she wants to make the first Twitter ad agency. Click on the pic above to hear her enlightening thoughts. Then search and reapply, Tweeple! (Advance apologies for the ginormous pain-in-the-arse ad at the top of the clip. Hey, it's Advertising Age. Whaddya gonna?)

Thanks to the eagle-eyed Rob Reid and Christian Hughes.


  1. Cheers Nick (did I Tweet this - I can't remember).

    I think it's crazy to think that this is anything other then an added entertainment channel for existing viewers/fans. I really don't think that the Tweeting that went on between the characters attracted any new audience. Consider that she says herself that they created new stories and added additional layers to existing stories - that will only serve people already interested in the show.

    But don't get me wrong, I think it was a fantastic addition to the show and I participated quite often, Tweeting with several of the characters.

    But it's no stand alone advertising/marketing tool.

  2. I think you should tweet this post Nick because I am very interested to hear how it can be capitalised on with regard to marketing generally, and NFPs specifically.
    I am starting to evolve my own way of "using" twitter, but not sure I am building my community the way that Carri suggests. Like minded people are already going to know and be supportive are they not? It is an excellent clip. thanks for sharing.

  3. Christian - yes and no. Naturally, existing fans will flock to this kind of outlet. But - and it's a new but - if the marketing thought process is really joined up, there's no reason to suggest that a brand or product cannot use a dedicated presence on Twitter to its general benefit. I agree on the standalone aspect, although I think that inevitably there will be a success story born of Twitter alone. Eventually. Regarding using Twitter as part of a broad spectrum in the media mix, it's hard to get figures, but I'd cite The Big Switch as one immediate local success story. Twitter competition material was seeded into the TV ads pre-production and Bord Gais developed a very healthy and vocal community who wouldn't in a million years have otherwise engaged with the brand. Specific competitions and all that nice stuff. Not as sexy or noisy as Madmen but I can tell you that they are very pleased with the result.

  4. Lisa - I think every single Tweeter has a unique set of objectives. Including NFPs. If nothing else, having a Twitter network of people you know and respect means that you can send your message out further. Like minded people WILL know, but it's just a little retweet to blast the message exponentially further. Schweet.

  5. Cheers for the good read as always Nick.
    Specifically on the concept of a Twitter agency... There's been a proliferation of digital specialists in the US and the UK over the last 5 years. "Full service" digital agencies are a rare beast in these markets and tend to have 300 + people. Recently a number have proven themselves to be less than dynamic when faced with adapting the newest trends. The idea of search agencies or social media agencies was initially shot down but digital marketing spend in the large markets is, well, very LARGE, are heavily fragmented so tends to require specialists. Whether a specialist Twitter agency is required in the larger markets is another matter? Perhaps it's too early to tell however I do believe micro-blogging has bucket loads of potential to be the natural evolution of relationship marketing.