Читать книгу Marketing in the New Media - Holly Berkley - Страница 11

The concept behind the 2005 reality show Rock Star: INXS was nothing new. Put a group of 15 strangers in a house together, make them compete, and then eliminate them one by one until you’re left with the next lead signer of INXS. Think of it as Survivor meets American Idol, but with an edge.

I have to admit that I am one of the few people left who never watches reality TV. So the fact that I got hooked on this reality show made me think about the marketing elements involved and why I couldn’t get it out of my head.

It all started one Monday morning when I logged onto MSN.com (which is my default home page on my computer). Right there on the top of the page was an animated banner promoting Rock Star: INXS. That night, when I started seeing promotions on TV that matched the banner, I became interested. I watched the first episode, was entertained, but didn’t get hooked right away. It wasn’t until the next morning when I started up my computer again, and there it was, right on the home page of MSN — a recap of the show, plus all kinds of clickable online marketing elements that took me deeper into the show and its characters, music, and energy.

There was nothing low budget about CBS’s co-branding with MSN. They spared no expense, including all the best elements of online marketing, all in one spot: RockStar.MSN.com. (Although there was also information about Rock Star: INXS on CBS.com, this site did not draw you in and make you come back for more the way MSN’s did.)

Below is a list of online marketing elements from RockStar.MSN.com, along with a brief look at how incorporating similar features can maximize your next campaign.