While scanning my morning newsletters I noticed a story in AdWeek about Sportgenic, an ad network traditionally helping sports-related advertisers reach a sports-minded audience through online content sites such as Camping.com. In order to further expand revenue within the niche segment of sports, Sportgenic is beginning to offer a blend of offline and online campaigns. The article cites “… the ability for its advertisers to run placements in traditional media, pairing a slate of Web ads on running sites, for instance, with a print campaign in Runner’s World.”
I think this is brilliant and a new way of thinking that PR people need to begin integrating into their planning. That blend of offline and online to feed each other for the greater good of driving traffic, leads, branding, whatever the goal is.
In a discussion at SXSWi interactive someone brought up seeing a Vitamin Water commercial on TV that didn’t say much but pointed to the company’s Facebook fan page. Offline driving online interaction. Taking passive and turning it into action. For those motivated enough to go to the website and join, they’re now connected to the company to receive any number of communications that (hopefully) furthers their interest in the brand and products.
Now that’s PR.
Read one sport fan’s take on joining the Vitamin Water Facebook page.
Read the full AdWeek article: For One Ad Net, the Web Isn’t Enough; Sportgenic looks to old as well as new media for growth
{ 3 comments… read them below or add one }
I disagree with one statement in that article:
“Unlike Vitamin Water’s regular site the Facebook page actually gives me something to do - I can become a fan and connect/interact with other Vitamin Water lovers.”
There really isn’t much for people to do on Vitamin Water’s Facebook page. I’ve never connected with another fan of a brand on Facebook. Has anyone?
I think there could be even more engaging.
I agree Andrew. It’s Vitamin Water’s to make or break. They COULD do so much more to really make it a tool to connect but odds are this was part of the marketing/pr plan without planning on long term sustainability. This is one reason I am beginning to thing that, if i ran Vitamin Water, I would have an “online communications specialist” work with me under the PR/Comm bucket to make sure that the FB community was updated with interesting and unique material…let’s see if they do it. Doubt it though. Long-term follow-through can be tough in the PR business.
Tracey Tee referred me to you (she is one of my closest girlfriends).
I am an independent Advertising Recruiter. My clients are primarily out of LA, SF, Denver and NYC.
I am working on a long-term contract Digital Publicist role with a new website/blog (with substantial funding).
Are you in the market for contract work? They are ideally looking for someone with 40 hours to give (but will be open to 22-30 hours too).
If you are interested…please reach out to me.
You can email me at: serena@wolfcreativeco.com
Look forward to hearing from you.
Many thanks,
Serena
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