What happens when advertising stops working? Yes, advertising. That interrupting, antiquated model for promoting products and services. It’s broken — and it’s not really fixable either. So how will companies market in a Post-Advertising Age? They’ll use Microsites and other Web 2.0 strategies and technologies to reach prospects more efficiently than ever before — and significantly reduce marketing budgets while they’re at it. Too good to be true? No. Really. The facts. The data. The momentum. Are all on our side. To become more informed and stimulate your marketing mind, click here. To find Web 2.0 consultants, click here.





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Looking for Post-Advertising Age consultants? Folks who understand Microsite and Web 2.0 strategy, creative, UX, UI, technical, and media? Click here to hire the folks who really know this stuff.
Why is traditional marketing dying? How can social media impact your business? How can you build a viral campaign? Is Flickr similar to Twitter and should you really care? How can you stay smarter than your peers? Click here to become informed and stimulate your mind.

JC Penney Back-to-School Microsite Review
In March 2007, Saatchi & Saatchi, New York, unveiled its first campaign called “Lovemarks” for its new client JC Penney. The TV spots projected a powerful, emotional imagery of the retailer. Even though I have no idea how the ads related to any selling proposition, they were creatively brilliant.

Eight months later, the agency raised the emotional bar with “Aviator.” A commercial about a little red-haired girl building a rocket ship to visit the North Pole, set to the John Lennon song “Real Love.”

The postings on YouTube heaped impressive praise on the effort: “Love this commercial”… “this is totally inspiring..!! great!”… “Puts a lump in my throat. The little girl looks a lot like my daughter a few years ago. The John Lennon song was a perfect match.” (More on the YouTube comments in a minute.)

Flash forward one year.

Posted by: Bill Hanekamp on August 5, 2008