With the introduction of PICNIC Stories, PICNIC goes beyond the event. Like the festival, PICNIC Stories is all about sharing: inspiration, new ideas, different opinions, and knowledge. Built around content gathered by PICNIC, pieces composed by the PICNIC audience and supported by professional content partners we are creating a place that invites participation and sparks conversations.
We kick off with
Enjoy diving into Stories, contributing, sharing, and regular updates to come!
The ROI in Social Media is patience. You have to have this DNA to be able to understand the ROI of Social Media. The problem with businesses is, they don’t have it.
A new marketing idea playing with Twitter, the “verified” status and people’s wish to be important and famous. Asking “Are you important enough to get in?” The World’s Most Exclusive Website claims to be only accessible for those with a verified Twitter account. Knowing about the seductive potential of limitations, this marketing strategy puts its stakes on curiosity and the bet that people will try to access the website anyway. People who do so will see the following message
VERIFIED TWITTER ACCOUNTS ARE RESERVED FOR THE FAMOUS OR OTHERWISE SOCIALLY SIGNIFICANT. You are being redirected to a slightly less discriminating destination.
and be forwarded to the website of an Italian Restaurant. They also automatically tweet
I couldn’t get into the World’s Most Exclusive Website. http://theworldsmostexclusivewebsite.com
to their followers enabling the campaign to go viral.
Now you are asking what happens if you indeed enter the site with a verified Twitter profile? I am about to find out but nothing much different, I assume. Verified Twitter profiles tend to have a huge amount of followers, though. Which means an even bigger potential to go viral.
The question I am asking though is: Who will actually benefit from all the (expected) hype? I stayed roughly one second on the restaurants website not even remembering the name of it. Expecting exclusive content and being led to a place that looks more like the boringly normal Italian next door don’t go together for me. I can imagine the agency coming up with it will get some exposure since I expect this case being hyped across the respective (social media) marketing blogs. (Little) time will show…
Forget about those typical ad-industry awards… focus on something bigger (like, say, the Nobel Prize) and you’ll be amazed how inspired your work will be.
Forget thinking outside the box. Forget the box. Where brands need to go today, there is no box.