Imi aduc aminte ca, prin 2002, un prieten imi zicea ca are un site despre marketing. Si mi se parea ceva revolutionar si incredibil. Uau... site! Cum o fi reusit sa-l puna pe internet? Asta are sigur bani de la tac-su, altfel n-avea cum. Daca mi-ai fi povestit atunci despre cum 90% din viata o voi petrece cu si in calculator, as fi ras.
Nu, TV-ul nu va disparea prea curand. Doar ca va fi inlocuit rapid de tehnici de comunicare (ptiu, era sa zic manipulare si control) pe care baietii care se dau destepti acum nici nu le viseaza. Nu, acestea nu vor fi 'ceva legat de social media, Facebook sau Twitter'. Nici de social media 2.0, internet mash-up 3.0, cookie trackings (vezi cazul AOL).
Atunci cand ti se va activa centrul din creier care controleaza shopping-ul... cand vei primi mostre de undercover marketing fara sa stii... cand google va controla unde te angajezi si va afla tot despre tine... cand research-ul se va face spionandu-te in dus... vei stii ca ai ajuns in viitor. Iar viitorul suna bine, nu?
Va las cu Terrifying Inevitable Future Advertising, cu sursa de inspiratie si un citat din al doilea articol de mai sus.
SCENARIO NO. 1: An ad agency hired by a Vodka company placed trendy New York hipsters in bars throughout the city in order to sing the praises of the drink and get other patrons to sample the spirits themselves (in stealth marketing terms, they are known as "leaners"). Here's a sample conversation that another agency had hired actors spout in a bar as paid shills in order to subtly get a word of mouth buzz going about a bottled water:
TRENDY WOMAN: I feel so great, so real. It's this drink.
EQUALLY TRENDY FRIEND: Would you feel the same way with soda?
TRENDY WOMAN: No! I feel alive!
They clink glasses. Curtain.
SCENARIO NO. 2: A consulting firm in Cambridge, Mass., planted subway riders with newspapers featuring fake back-page ads for their company. The idea was to give the impression the firm is well established and very successful.
SCENARIO NO. 3: A company called Beer.com produced 50,000 bottle caps featuring its name and left them in bars during such peak party times as Mardi Gras and spring break.
SCENARIO NO. 4: The Hasbro company recruited 1,600 cool kids, aged 8 to 10, in Chicago and paid them each $30 to play a new hand-held video game called "Pox" and tell their friends about it.
SCENARIO NO. 5: A company in Montreal called Gearwerx hired two actors to board a crowded bus during the morning commute and loudly discuss what they did the night before. And fuck-me-sideways, wouldn't you know it, their scripted conversation included a hearty dose of plugging the product. Yes, it's a TV commercial come to real life.
SCENARIO NO. 6: An amiable tourist in Times Square asks you, "Would you take a picture of me and my girlfriend?" as he hands you his Sony-Ericsson picture phone. The amiable tourist then shows you how the picture phone works, boasting its merits, and even offers to email you product information.
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