Internet Film: Pirelli's The Call Showcases Future Direction For Online Advertising
on Robin Good's Latest News
May 17, 2006
"Many advertisers are worried that traditional ways of reaching consumers, including the 30-second television spot, are losing their power to persuade.
Television viewers have more channels and media to choose from, and digital video recorders and video on demand allow them to skip ads entirely.
To reach consumers today, you have to entertain them, marketers say, rather than approach them with a hard sell."
(Source: International Herald Tribune)
Thanks to Google AdSense ads on my own site, I just discovered a new online-only film just released by Pirelli (the Italian tire maker).
The 10-minute short movie starring former fashion model Naomi Campbell and popular actor John Malkovich is one key example of the new direction that major automotive brands are taking to further leverage the new media communication potential and distribution reach of the Internet. ...
The Call, like any other online branding movie, is a perfect content vehicle that other publishers can use to drive interest and attention to their sites. The more you chain that content to the mother company site the more you keep tacitly communicating that you, Pirelli, are above us and that the movie and its right to be viewed are under your domain: wrong.
Your movie, dear Pirelli, is one thousand times more powerful, more effective and more popular when you let us, the customers, the users, the independent writers asnd reporters out there take your content and showcase on our own sites. When you, BMW, or Volvo will finally realize that the power is in the sharing, then you will truly graduate to the online marketing paradigm.
For now it is clear, that while you have a foot in the future, you have solidly left the other in the past. ...
full article
May 17, 2006
Television viewers have more channels and media to choose from, and digital video recorders and video on demand allow them to skip ads entirely.
To reach consumers today, you have to entertain them, marketers say, rather than approach them with a hard sell."
(Source: International Herald Tribune)
Thanks to Google AdSense ads on my own site, I just discovered a new online-only film just released by Pirelli (the Italian tire maker).
The 10-minute short movie starring former fashion model Naomi Campbell and popular actor John Malkovich is one key example of the new direction that major automotive brands are taking to further leverage the new media communication potential and distribution reach of the Internet. ...
The Call, like any other online branding movie, is a perfect content vehicle that other publishers can use to drive interest and attention to their sites. The more you chain that content to the mother company site the more you keep tacitly communicating that you, Pirelli, are above us and that the movie and its right to be viewed are under your domain: wrong.
Your movie, dear Pirelli, is one thousand times more powerful, more effective and more popular when you let us, the customers, the users, the independent writers asnd reporters out there take your content and showcase on our own sites. When you, BMW, or Volvo will finally realize that the power is in the sharing, then you will truly graduate to the online marketing paradigm.
For now it is clear, that while you have a foot in the future, you have solidly left the other in the past. ...
full article
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posted by Gripplly at
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