Today I found this amazing video through a tweet. A retweet, actually: a tweet that had been repeated by someone else and gave credit to that person. And that was also a retweet of an earlier tweet.
Besides just having a very powerful message (which can’t be overlooked) it was a fantastic combination of both creative offline and online marketing. Not only did UNICEF come up with a easy-to-understand story, they made their story so shareable on the Web.
The story: The idea of selling Dirty Water from a soda machine in New York could easily have been featured in either of the books by Chip and Dan Heath).
The sharing: The video was put on YouTube where people could link to it or embed it on their own blog. (The link I followed actually linked to a 3rd party advertising blog, although I can’t remember which one it was.) People could share it through tweets or post it to their Facebook wall.
It reminded me of that Heineken video that was shorter on social commentary and longer on pranks. It also was a great combination of offline and online tactics.
Of course, most small businesses don’t have the advertising budget of Heineken. Still, it does get the creative juices flowing.
They’re both good examples of how using different channels together can have a cumulative effect, and help your message go further.
Rich Brooks
Maine Web Marketing
