What is TwitChange?
The only global celebrity auction where Twitter users can bid to get three things: be followed by their favorite celebrity on Twitter, retweeted, or mentioned by them in a special tweet!
TwitChange raised half a million dollars to rebuilding Haiti with the use of celebrities and twitter! How they did this was auction things which usually aren't for sale but hold a ton of value for followers of celebrities. For example you could bid on your favourite celeb to re-tweet, mentions/tweets, and for them to follow you! This was done through an auctioning process through e-bay. Winners paid as much as $15,000 for a 'package' whereby they were re-tweeted, mentioned and followed. Celebrities ranged from Movie stars, Actors, Musicians, even businessman and athletes.
in my opinion this was an absolute genius way to raise money for a charity. They pretty much looked for value in the twitter world and capitlised on it.
Thursday, October 14, 2010
NEXT Fridays @ The LOFT!
Hello everyone! Decided to do a bit of my own advertising on my blog today - I hope you all don't mind!
I've been appointed to take care of online promotions for a brand new club opening every Friday night at The Loft Hotel in Melbourne. Check out the page and 'Like' it if you wish to receive regular updates and want to keep up to date with upcoming events!
http://www.facebook.com/pages/Melbourne-Australia/NEXT-Fridays-at-The-Loft/164892266856674
NEXT Fridays @ The LOFT! - Opening night 22nd OCT, hope to see you there!
I've been appointed to take care of online promotions for a brand new club opening every Friday night at The Loft Hotel in Melbourne. Check out the page and 'Like' it if you wish to receive regular updates and want to keep up to date with upcoming events!
http://www.facebook.com/pages/Melbourne-Australia/NEXT-Fridays-at-The-Loft/164892266856674
NEXT Fridays @ The LOFT! - Opening night 22nd OCT, hope to see you there!
Wednesday, October 13, 2010
SECONDARY audiences - The new age threat.
Julian Morrow of the Chaser outlines a new 'secondary audience' phenomenon in his talk at the 2009 Andrew Olle Media Lecture (http://www.abc.net.au/local/stories/2009/11/07/2735643.htm). He outlines the primary audiences reactions and secondary audience's reactions to satirical and controversial materials which have surfaced. Basically the primary audience refers to those who directly watch a specific piece of material and form judgment on it whether it be positive or negative. Then comes the secondary audience who hear about this piece of controversial material with the already held preconception that it is a negative piece of work (ie blown up by the media or negative word of mouth - which is more common than positive) and then go out of their way to view it ie. Youtube - and inevitably base a negative judgment on that and make a complaint. His main concern is erosion of free speech in the media due to the fear of offending the secondary audience or the non-intended audience)
After watching his speech it made me think of how marketing is directly linked to these types of new age issues. Indeed new media is a great way to get information across to a large proportion of people if its deemed appropriate to the masses, but what happens when it offends the non-intended purpose? For years great ad campaigns have stuck to those it matters to and offended others and its the way it has been for a long time.
The best and most extreme examples of this scenario is an ad by KFC a few months back showing a white Australian man in the middle of a West Indies section of a cricket game sharing a bucket of KFC chicken. The West Indies fans were rowdy until he offered them all a piece of KFC chicken. The intended purpose of that ad was to outline the 'crowd pleasing' nature of KFC chicken. However once this commercial was seen by Americans on Youtube and with the help of a Youtube 'news' show TheYoungTurks, they accused Australia about being racist and stereotyping black people and fried chicken.
As Australians, we know that was definitely not what the ad was trying to do. Firstly they were West Indies fans not black Americans and secondly, that type of stereotype doesn't even exist here. But at the end of the day KFC pulled the ad and made a public apology. Some argued that KFC as a US parent company has the responsibility to take these things into consideration and even though those stereotypes don't exist here in Australia.
With social media connecting more and more people together and word of mouth spreading like wild-fire, will this mean the demise of good quality ads? Will marketers have to become more sensitive towards the secondary audience, the non-intended audience and in effect dumb down their ads to keep everyone happy?
I'd like to hear your thoughts.
After watching his speech it made me think of how marketing is directly linked to these types of new age issues. Indeed new media is a great way to get information across to a large proportion of people if its deemed appropriate to the masses, but what happens when it offends the non-intended purpose? For years great ad campaigns have stuck to those it matters to and offended others and its the way it has been for a long time.
The best and most extreme examples of this scenario is an ad by KFC a few months back showing a white Australian man in the middle of a West Indies section of a cricket game sharing a bucket of KFC chicken. The West Indies fans were rowdy until he offered them all a piece of KFC chicken. The intended purpose of that ad was to outline the 'crowd pleasing' nature of KFC chicken. However once this commercial was seen by Americans on Youtube and with the help of a Youtube 'news' show TheYoungTurks, they accused Australia about being racist and stereotyping black people and fried chicken.
As Australians, we know that was definitely not what the ad was trying to do. Firstly they were West Indies fans not black Americans and secondly, that type of stereotype doesn't even exist here. But at the end of the day KFC pulled the ad and made a public apology. Some argued that KFC as a US parent company has the responsibility to take these things into consideration and even though those stereotypes don't exist here in Australia.
With social media connecting more and more people together and word of mouth spreading like wild-fire, will this mean the demise of good quality ads? Will marketers have to become more sensitive towards the secondary audience, the non-intended audience and in effect dumb down their ads to keep everyone happy?
I'd like to hear your thoughts.
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