Here’s an ad/marketing campaign from Google worth studying. It’s for their Google Apps product. Apps, for those of you who haven’t tried it, are the web-based version (basically) of the ubiquitous Microsoft Office.*
I feel the messaging on the campaign that I’ve seen so far could be tighter, clearer. But it’s certainly OK. What’s is really smart about this campaign is that is nicely integrated (fancy marketing speak for “tying various elements and media together”). It uses traditional billboards in strategic locations… but does something interesting with it to generate attention (the billboard will change every day for a month) …
… plus (via this website) Google is attempting to leverage paper and thumbtacks as a viral distribution platform The site calls on converts to do “internal marketing” on their behalf with things like flyers for tacking up on cubicles. Here’s one:
* Of course ubiquity is a fickle beast— my kids (a sample of the future population) use Google Apps (email, word processing, chat, etc.) almost exclusively for their school work. Although… my eldest son, who just got a netbook for his birthday, IS asking for PowerPoint on it.