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By Simone Janson (More) • Last updated on October 08.11.2010, XNUMX • First published on 08.11.2010/XNUMX/XNUMX • So far 4823 readers, 2680 social media shares Likes & Reviews (5 / 5) • Read & write comments
There are beautiful, well-crafted ads—and there are intentionally distasteful, misleading ones Advertising. Some examples at a glance.
Since yesterday, demonstrators in Wendland have been trying to stop the Castor and sometimes accept serious injuries during sit-ins. Now one likes from the Idea do what you want, there are even people who believe that the demonstrators are themselves to blame, while others have understood how important it is to set an example here.
Now you can feel what you want: I thought it was crazy what car manufacturer Sixt made of it: They used the anti-Castor demonstration on Saturday as a forum for their GurillaMarketing-SALE used. Here are a few photos:
Communication consultant Tapio Liller posted the video of the campaign on his blog and commented on it and discussed it objectively, although he personally distanced himself from the campaign, but nevertheless provided an accurate analysis:
“But Sixt has never been interested in political correctness in advertising. It belongs to the Concept, to cross borders and be at first glance so unfamiliar with the Brand to relate. There is always a bridge of some sort. I doubt that the protesters in Wendland were even the target of the action. She uses – morally abused – the occasion to make a very simple message get across: Sixt is cheap. As far as I can remember, Sixt has never shown solidarity with any political party Objective. Why, if the fun faction on the net - and they are in my opinion the main addressee - finds it fun after all. You can find that reprehensible and absurd, but it won't damage the brand in the long term. "
With this, Sixt has achieved one thing in particular: awareness in net. Also on Twitter! It is easy to see how the mood on the internet gradually changed: At first, only experts who had a positive or neutral view of the campaign from an advertiser's point of view discussed it. Only gradually did more and more mix negative or contemptuous voices in the Twitter stream.
A really constructive comment comes from @Wissensagentur. She writes: "It would have been brave: 'not even sixt would transport that'"
Pretty much lost in the whole Sixt outrage another advertising detail, the ZEIT ONLINE works in collaboration with Google - albeit unintentionally, and drew the attention of Jakob Fricke:
In a Article to the anti-nuclear protests in Wendland, automated by Google Adsense, for batons and stun guns. Of course, this is anything but appropriate in this context, but shows once again how difficult automated advertising can be - I have already dealt with this in detail in this article.
Apparently there is another way: the advertising that now appears under this post is absolutely appropriate!
I admit that I also check the PR database for reports that are worth publishing. But there is not much there, most companies have not yet understood that information about them is not worth a line to most media. What is particularly interesting is useful information, that is, texts in which readers also get added value and the actual PR only runs along the way. In the press release from http://www.myonid.de I thought that was exactly the point. True, the topic Online-Reputation management is not new and there are already some services for it, but on the other hand, it is a topic that cannot be written enough about because of the constantly lurking dangers. So potentially interesting – or so I thought. And then this: “If you want to have a career, you not only have to pay attention to your good reputation in real life, but also in your life Internet…!” Well, the start could be more lively. That is already well known. Something new, please. And this is how it goes:
On http://www.myonid.de, the platform for identity and reputation management, everyone canPersonality present them professionally in a profile and thus increase their career opportunities. For this purpose, myON-ID Media GmbH has further developed and greatly expanded its platform into a "Meta Social Network". myonid.de serves as an identity center where everyone can monitor, manage and market their online content and activities. Using the integrated social media monitoring, he can find information that is available about him on the Internet (e.g. Twitter, YouTube and Flickr) and centrally present. Each user can layout and Structure freely design his myON ID profile. Premium users can also book a desired domain and switch off advertising. myON-ID supports open standards for data exchange. In this way, users can make their online identity bundled on myonid.de available to other websites.
Wait - it has nothing to do with reputation management. This is another of the myriad forms of social networking. What is the difference to Xing or Facebook? Logically it continues:
This open approach distinguishes us from other social networks. In addition, myON-ID provides its users with their own OpenID. You can use this to register in other services without having to enter a new password draw up. Data such as name and profile photo will be transferred on request. Ok, is that different from Xing? But isn't it the same as Facebook? The myON-ID Media business model is based on the “freemium approach”: The free basic functions can be expanded with premium services (EUR 5,99 per month). MyON-ID is also financed through advertising. The profiles of premium users remain ad-free. Ah .. some kind of facebook, only with payment like Xing without advertising. Well, apart from the fact that I don't understand what's supposed to be different about it: It probably doesn't have much to do with reputation management. The Term is simply wrong. The user accounts of existing online profiles can certainly converge on such a platform. That's the theory. In practice, this usually doesn't work because there are always some interfaces that don't match. You know that from Facebook, for which there are a large number of such applications, many of which then do not work. The function would actually be useful if false information about you on the Internet could also be deleted. However, this will hardly be possible because it is simply not technically feasible. Who operate real reputation management, ie existing data on the Internet ordnen If you want to, you must continue to take care of this yourself or commission a corresponding service to do so. Nice attempt to start a current discussion with an old idea.
I like Italy very much - but Berlusconi? The good man has often put himself in the nettles - most recently because he attacked publicly in a talk show and abused the moderator. It's no wonder that the animal protection organization Peta made the Cavaliere the victim of its mockery - and an advertising star against its will.
He certainly didn't approve the poster. But maybe it is not so wrong for Mr. Berlusconi: it is about his sexual performance.
And that, says Peta, should be harmful. The only question is for whom: for the image of the boot state. For Berlusconi himself for sure does not.
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Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
@annnalist I also found the baton advertising at the Castor very cool - here at the bottom:
via @simonejanson: Sixt advertising at Castor. When does advertising become tasteless? - Exactly there.
RT @Jobcollege: Sixt advertising at Castor and how “Die Zeit” advertises batons via GoogleWhen will advertising be g ... ...
Sixt advertising at Castor and how “Die Zeit” advertises batons via GoogleWhen will advertising be g ...
Freshly blogged: Sixt-Werbung im Castor and like "Die Zeit" via Google für Schlagstöcke ...
#Adefail - when does advertising become tasteless? #sixt, ZEIT-ONLINE advertises batons via Google & #castor - overview
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