Diamonds are a girls best friend.
advertising, online marketingThe Doghouse
An integrated marketing campaign including print, online banners, an online film, blogging and other viral marketing efforts will inform women about “Beware of the Doghouse” and how they can use it to get the gifts they want. This campaign marks just one element of JCPenney’s comprehensive marketing outreach, highlighting the style, quality and affordable pricing that can be found in its stores, online at jcp.com and in its catalogs, and reinforcing how JCPenney is making the joy of giving come alive this holiday season.
Via Market Watch
J. C. Penney Company, Inc. today announced the launch of “Beware of the Doghouse,” a viral marketing campaign that allows women to put their significant other in the “Doghouse” for bad gift choices this holiday season.
Which is an another statement from the same article, my question about this, when did viral marketing campaigns get “launched” as viral marketing campaigns? Do people stop playing the viral game when it’s been launched as an advertising campaign? Even when everyone knows it’s advertising something, surely it’s more fun when it hasn’t been stated as a “viral marketing campaign”? And finally, can it be classed as a viral campaign, before it actually passes through a few people?
Monday, December 1st, 2008 at 10:46 pm and is filed under advertising, online marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Hey Elle,
Its a great debate, and I’m sure it’ll continue…
My view is that its all a debate about semantics.
I agree with you.. a campaign can’t ‘be viral’ until it has in fact ‘gone viral’, however, a brand can attempt to create something that will ‘go viral’…. and that’s what these brands are trying to do.
And we’ve all see loads of advertising campaigns that we’re happy to forward on, because it adds real value to the person you’re sending it too. In fact if they like it enough they’ll like you more.
But anyway, enough ranting.
[...] this summed up my previous entry’s points about viral [...]