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Monday, January 14, 2008

Using TV to Launch Activity on the Web

Although the Cadbury's Gorilla advert on TV looked like the worst kind of pencil-chasing activity, it became a lot more interesting to me when I noticed how popular it is online

Is it an example of using TV to primarily launch activity on the web?  After all the advert itself does have that Heavy-style sociability quality.  Then over the weekend this article about agency-du-jour, Fallon, which made the ad, and their 'bi-lingual' approach made me wonder if this 'straight-to-web' TV strategy was more than just an accident. 

Pretty interesting if it is, especially if they are using it to hoooover up budgets by streeetching tired paid media metrics - regardless of the affect on actual sales.

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News Tags: Cadbury, TV, Advertising, Fallon
About the author:
James Cherkoff is a Director of Collaborate Marketing, a consultancy in London which helps companies in Europe and the US operate in networked media environments. He is editor of the blog Modern Marketing and contributes articles to the FT, BBC, Independent, and the Guardian. James speaks at conferences and events around Europe and the US, including MIT MediaLab and Reboot in Denmark. You can here him here. When he isn't knee deep in the blog-world he is likely to be discussing Arsenal FC or playing peek-a-boo.
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