For ANZAC Day this year the Returned Services’ Association were letting people make an online donation at www.anzacpoppy.com. In return for making the donation, they would plant a poppy on your behalf in the online Field of Remembrance.
When donating you could choose from some ANZAC memorabilia for your phone. You could choose either rings tones, including the “Last Post” Ringtone or wallpaper images for your phone.
You could also leave messages on the Wall of Remembrance. I am of the opinion that they could of represented the Wall of Remembrance in a way more visually engaging way.
There were also badges available to help spread the word about the campaign.
Dick Smith did some online advertising recently for ‘The Big Weekend Blackout’ sale they were having. My husband was reading the NZ Herald when he saw the Dick Smith advertisement. He’s not one to normally click on online adverts, but he did as he was curious about this one.
The Dick Smith site had been blacked out, as well as the prices for the Hot Deal products. Even the guys glasses on the Dick Smith logo had been blacked out. In order to find out prices on the Hot Deals you had to go into the shops. Well done Dick Smith for creating some advertising that plays on the New Zealand Internet Blackout campaign. Makes me wonder if they blacked out their site for the real Internet Blackout protest.
I’ve been meaning to Blog about this sooner, but just over a month ago Air New Zealand launched a viral campaign consisting of a spoof web site for fictitious budget airline SaverJet.com. Air New Zealand’s marketing manager, Jules Lloyd, said the “tongue-in-cheek campaign” was designed to raise awareness of the hidden fees that low-cost carriers charge.
The humourous approach of taking the piss out of budget airlines and their hidden fees and silly clauses hidden under the asterisk symbol * in the small print, I think works as it’s something we can all relate to.
There is no mention on the SaverJet site as to who is behind the fictitious site. I wonder what was the reasoning behind Air New Zealand not acknowledging themselves. Maybe they could of quietly stated in the small print under the asterisk that they were responsible for this site. I learnt the other day that this could be termed as a ‘dark viral’ meaning the brand isn’t actually acknowledged.
Apparently viral marketing campaigns should entertain, inform and incentivise us enough to pass the viral on. I think the SaverJet viral is fairly entertaining, but I don’t think I’ve been informed. There doesn’t appear to be any incentive to pass the viral on either. Despite this, if I’d known about the viral at the time, I think I would of let other people know about the fake SaverJet site.