This is a RT (twitter speak) of a blog entry found at adverblog.com about how Advertising these day can only succeed if it were a fully integrated campaign which tells a story. Gone were the days of the one-off COOL and INTERACTIVE micro-site …
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Posting cool stuff on Adverblog is getting more and more difficult. I mean, I think the time of cool microsites is almost over. I was discussing the topic with some friends in Amsterdam the other day. To be successful and to be meaningful, you need to do more than a website. You need to connect it with the offline world, and surely you need to create a story worth being noticed and shared through social media. Paid media is no longer enough to drive traffic. And, in the same way a good/creative website doesn’t make a campaign successful if you don’t build an integrated action around it. So, getting back to the point, to become a cool campaign we can write about, you need to tell us a story that goes beyond sharing a link.

The World’s Biggest Signpost from adghost on Vimeo.

The video I received this morning from Farfar is a good example of a case study that provides you with the full picture of a campaign. It’s useful to evaluate the creativity and it’s also useful (if you are a client) to evaluate the 360 approach of the agency.

The World’s Biggest Signpost for Nokia idea is nice, and probably a good number of consumers spent time interacting with it. But, in my opinion, you appreciate it (and you might value it more) because of the way it is told (or better, sold) through the video recap. So the lessons we learn here are pretty simple: if you want to create a successful campaign, make it fully integrated. If you want to win new clients (and bloggers’ attention) make sure you recap well your initiative!