My colleague from Notts TV Hollie Brookes sent this over to me and whilst on the surface there are no real surprises – young people prefer Vines and dominate the user stats, it does start to show that there’s an indication of more significant changes ahead.
There are a few key points in this for me.
1. It’s not just a great way for marketeers to target teens, it’s also indicative of their falling attention spans and that means we need to consider where else this impacts.
For example, does this imply that the education system needs to consider a move towards teaching through very short video clips?
2. Does it mean that there is a general move away from long copy text? I know from my own stats on here that if I write more than 200 words, the readership drops off very quickly.
3. But look at the opportunities it presents too. The big one for me, is the question as to whether Vines could become the new mnemonics as a potential way to teach? Could the looping, repetitive nature of Vines be a great way to reinforce simple messages?
It’s easy to be lulled into a false sense of security with social media.
We’ve lured a world famous actor to come and be our ‘face’ and recreate the look of Pulp Fiction’s Winston Wolfe.
We’ve produced a great series of TV ads with our new character ‘Mr Wolf’. They are genuinely different ads for the space in which Direct Line operate.
And then they throw it to the real wolves by using sponsored posts all over Facebook and their existing customers get hold of it.
There are have been 224 comments in the first 14 hours and as far as I can see, every single one of them retells a story of how they have been badly treated by Direct Line or commenting on Harvey Keitel’s decision to work in the insurance market.
For me, this can be nothing but bad for the Direct Line brand. Assuming most people have 250 friends on Facebook, these negative comments have already been seen by at least 50,000 people with a negative endorsement. If you add the 223 shares, this problem could be much worse than it first looks.
Compare this to the number of views on YouTube (only 3,573 after eight days) and you can see that the negative power has been at least FIFTEEN times more effective at reaching people. It may have gone viral, but hardly the type of viral they were hoping for.
Social media is both friend and foe. If you open yourself up to comments and feedback on such a public platform you need to be 100% sure you can cope with the responses. The old adage of ‘never asking a question you don’t already know the answer to’ may have been a prudent way of thinking before they ran this campaign.
I suspect a few people in the team at Saatchi (who produced the campaign) will be getting an ear bashing for their decision to try and amplify the positive effect of their advertising spend by engaging with Facebook and REAL customers.