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Marketing On Demand

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March 22, 2006

Marketing On Demand

Heather Green

I just watched a 7 minute advertisement online. Willingly. And i am still trying to get my head about it. My Dad, who was a fighter pilot, sent me a link to a short video that's on Google about the building of the mammoth, new double-decker Airbus A380. The clip was full of tension and excitement and at the end I found myself rooting for a plane to take off....yikes.

My epiphany is here's marketing on demand. In abstract (and ok, with movie trailers), I always got that concept. But just as there is a huge strength in the fragmentation of the content audience, there's something to be said for the fragmentation of the marketing audience.

One nitpick though. I can't find an easy way to share this on Google Video.

09:22 AM


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Saw that a week or so ago...very nice.

Wasn't BMW the first to get into these film shorts as a form of viral, subtle marketing?

Posted by: PXLated at March 22, 2006 10:58 AM

Good point. I forgot about those ads, which were really good and were a definite breakthrough. I guess what I like about this is it isn't connected to the company's site, where you usually see these kinds of videos. It's just sitting there, uploaded on a video site.

Posted by: Heather Green at March 22, 2006 11:11 AM

doh! i watched it... thought it was cool. forwarded it to a couple family members. i didn't realize it was an advertisement. so i guess it worked on me. in my defense, i would imagine everyone nowadays has trouble knowing what is an ad and what isn't.

Posted by: schadenfreudisch at March 22, 2006 04:45 PM

I caught this a while back by accident on some non-descript video hosting site (I tend to notice aerospace links). It is a cool video; but wait until they start "growing" structures and then weaving 3D composite skins like a spider spinning in its web.

Back on topic: while this and the BMW videos might signal a change in how products are marketed, there's another thing - the growing interest in how things are manufactured.

More and more I see people posting old videos showing manufacturing processes and others taking an interest. There's the increasingly popular Make: and the growing niche/custom product community (from Etsy to urban vinyl toys). People are exchanging information about how to create their own items; I suspect many of them are hoping to create small, independent businesses.

There's more going on here than just a viral video.

Posted by: csven at March 23, 2006 11:57 AM

That's a great insight. I hadn't thought about it that way until you pointed it out, but viscerally what struck me as funny about watching myself watch a plane taking off was that I had been in tons of planes. From your point I see that I was attached to that plane because I had seen it being made!

Posted by: Heather Green at March 23, 2006 03:13 PM

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