One of the tasks of advertising is to engage the consumer and to make memorable ads that would break through the ubiquitous advertising cluster. Classic TV spots are not always the best choice to achieve this. Since everybody’s favorite subject to talk about is himself or herself, it is easy to spot a way to make the experience memorable – make it about every each individual.
People share more information than they actually realize. A brilliant way to point this out and show the power of shared information is campaigns that use the APIs of Social Media. Except for one of the campaigns, none of them are used to warn users about the amount of information they share (and that is not the point of this blog post either). The point is to show you various ways how to use Facebook to create an unusual experience in advertising.
Take this lollipop – After logging in with your Facebook account, you are then shown a creepy man stalking you. This campaign is a proof how much people can find out about you just based on what you share. The message would be stronger if there was a short body copy at the end stating the goal. My friends didn’t understand what was it for. The creators are already working on the second one. I hope that the goal will be clearer in the next one. It was supposed to be released on Halloween, but…well….it wasn’t.
Intel’s Museum of Me is something completely different. Although it uses the same information, the aim is very different. The website makes you log in and then creates a virtual exhibition of your Facebook presence. The objective is not just to amaze people (which the last sequence usually does), but to promote Intel’s i5 processor.
Jameson 1780 - Jameson takes the interactivity even further. You are not just looking at a story about you, but you are actually interacting with it. The story is that one of your friends stole a barrel of whiskey and you, using clues given by various people, need to find him. It is very amusing and I have done it a bunch of times. Unfortunately, more than often the website stops working. My friend saw a note saying that he couldn’t use it because he didn’t have enough FB friends (although he had about 500). I witnessed a situation when, by the end when I was supposed to choose the friend/thief, it just didn’t show anybody to choose from. Besides these problems, the campaign is great.
These campaigns are just an example of how Facebook can be used and I hope that in future we will see more campaigns like this. The problem is that people don’t generally trust anything that you have to log in to Facebook with. They are afraid that it will post something on their wall. Even opting-out from that function (using “only me” visibility) doesn’t change their mind. Hopefully, we could do something about that.
But as I said – these customized ads are one the future’s possible solutions to break through the cluster and make advertising that people wouldn’t hate, but would actually actively share because they think it’s cool.