Wednesday, March 4, 2009

How to Succeed on the Web by Really Trying

T-Mobile's current advertising campaign has drawn much favorable comment. "Life is for sharing" speaks strategically to telephone use. It also connects powerfully to the "seek and share" imperative of social currency by cell phone users and on the Web.

The T-Mobile flash mob dance video made on January 15 has drawn well over 5 million views on YouTube. This is a scene from the event at London's Liverpool Street train station.

T-Mobile has released a series of additional dance videos onto YouTube. They all extend the hoopla of the the January 15 event, continue to build favorable brand associations, and guide viewers to the T-Mobile website where they discover how to make their own dance videos to share with their friends.

Here's the T-Mobile "instructional commercial" on how to do Part II of the dance. This is the part everyone wants to do.

Web-based promotions come and go. Many are questioned. T-Mobile shows how to use the Web in an idea-driven way that is both strategically and creatively smart.

This work guides the audience to the T-Mobile website demonstrating web centricity for brand communication. Saatchi & Saatchi, London is the advertising agency.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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