Swedish newspaper Daagens Industri recently took a swipe at elaborate social media campaigns with this fantastic spoof of a campaign to promote a new Japanese 4×4 car. The point that Daagens Industri tried to make is that print is ”still the most effective way to reach your target audience”. The result is a brilliant viral video that parodies current social media trends.
If the aim of a campaign is reach, then they’re probably not too far off in their assumption.
If you look at what the industry is talking about right now however, social media and mobile by far eclipse other mediums. At the recent Valencia Festival of Media, marketing guru Paul Bay tracked how often a medium was mentioned through the festival’s twitter feed. Not a single mention of outdoor or radio. These mediums certainly have their place if applied creatively but little beats the power and talkability of a solid integrated campaign.
Cheers,
