Interactive viral videos as a new form of advertising

17Oct11

As we have been reading in this week’s chapters, today advertising is radically changing and many agencies have had to modify their way to work in order to accommodate to this new society. In MW, one of the main reasons why advertising is continuously shifting their strategies has to do with the introduction of new technologies. “Advertising, marketing, and PR are increasingly expected to be produced across different media platform…This kind of interconnectivity – between different media, media makers and media users…tends to be seen as a direct exponent of the potential of new media” (Deuze, pp. 126).

I found one example of this interconnectivity between media, professional media makers, and consumers back in my home country Italy. Following the example of other newspapers all over the world, “La Gazzetta dello Sport” created and introduced a free application called “The Champion” on their personal web page (I remember in Sweden doing something similar). Basically, through their site, the consumer is able to upload personal pictures and information about himself and the software will reproduce a video where the main character (The Champion) will be the user himself. Of course, there is also the opportunity to share this video through the main social networks: Facebook, Twitter, MySpace or more traditional email.

“La Gazzetta dello Sport”, of course, takes advantage of this marketing initiative to promote and advertise the newspaper all over the video (a sort of product placement) and it can spread its brand virally throughout the web. According to Deuze “the consumers tend to look for items that are more particular to their wants and needs” (pp. 126).  As a result, these kinds of advertisements are now all over the web and they are, for sure, more appealing to people than most of the traditional way of mass communication.

Fabio Monticone

Here you can try to make your “The Champion” video:

http://thechampion.gazzetta.it/?locale=en

And here there is another similar product:

http://en.tackfilm.se/?id=1275257178296RA19

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One Response to “Interactive viral videos as a new form of advertising”

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