Multimedia provides different means of communication and multiple touch points for your audience. Clearly, it is not a single execution, but rather a strategy that reinforces and enhances the brand experience by using a wealth of media opportunities to make the brand message pervasive and easy to recall.
So, I asked myself this question: what will truly make these recommendations stick? What metaphor can I draw inspiration from that will encapsulate the ten best marketing practices and make them indelible in your memory?
Believe it or not, the answer that came to me is Bazooka bubble gum. If you have a piece handy, take it out and look at it. If not, then these virtual versions will have to do:
Bazooka Joe and engagement marketing
Interactive pundits say we've struck on a new kind of marketing, a means of communication that engages the audience with the brand. It's an original and unique advertising approach that immerses the customer with the brand, and it even lets the customer reshape and market it in his own unique way.
But is it so new? Surely, there must have been engagement marketing long before the internet. Something we can draw inspiration from, something that can guide us. And then it struck me, that moment of clarity, an epiphany.
Bazooka gum is the perfect metaphor for the ten best interactive marketing practices, all rolled into an engaging little cube.
Whoa slow down, don't start chewing just yet (virtually or otherwise). Take time to ponder the genius of it all.
Note the prominent logo positioned above the fold, no less.
The color palette is primary, unforgettable and easily recognizable.
And finally, check out the simple, user-friendly size, comparable to a 120x60 banner.
As you can see, Bazooka gum is a veritable poster child for a Dynamic Logic Study.
So let's get to those ten best practices.
Author Notes:As National Executive Creative Director, Mike Yapp defines and drives the creative direction for all of Carat Fusion's campaigns. Through strategic thinking, fresh conceptualization and compelling graphical executions, Yapp consistently delivers great advertising for Carat's roster of leading brands like Adidas, Western Union, Macy's, RadioShack, Showtime, Miller Brewing Company and Ofoto. With more than 20 years experience in the magazine and internet publishing worlds, Yapp has earned numerous design awards. His background includes art direction for several computer-related magazines such as Mac User and PC Computing, and the development of websites for Ziff Davis and Wells Fargo. Among Yapp's awards are Clios, One-Show Gold Pencils, and most recently, an MSNEnny for "Best Branding Campaign of 2004." He was a Clio awards judge in 2003 and a Cannes Lion judge in 2002.
