August 28, 2006
“contagiousness”
William Meloney points me to this most interesting article:
But although similar to viral marketing, there are some key differences. Viral campaigns come largely in the form of one-way marketing messages that companies release as e-mails, videos, URLs, and – more recently – blogs that they hope people will forward to others.
Calling something contagious, on the other hand, stresses the more holistic, interactive, and enduring aspects of the process.
How much does the average, non-gapingvoid-reading person want to talk about the current Stormhoek bottle design? Not much. How much will they want to talk about the bottle once the new labels are on them? A lot more, I reckon. That’s what “contagiousness” actually means. Real people actually wanting to talk about stuff.
Most products out there do not warrant a decent conversation between two smart, clued-up people. Does yours? Does it matter? I think it does.
[Addendum:] This is without question my favorite Hallam Foe poster idea, so far. I think I’m getting closer.
[Addendum:] William also talks about Thingamy:
In truth I do know what Thingamy is. Thingamy is a knowledge container system. Not just any old static writtten-down knowledge but living dynamic open-for-business real-world workingn knowledge. What is very important about Thingamy is that the container is designed by the knowledge. In most, if not all, existing systems the container defines the contents (knowledge). If what you know doesn’t fit into one of their containers/boxes/compartments then it is not valid. If it is not valid then it is not important to your process. If it is not valid then you do not know it.
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Just to show you how viral these Stormhoek labels are, I have bugged my local Whole Foods wine buyer as well as emailed Whole Foods HQ to ask…WHEN CAN I GET THIS WINE FROM YOU?
No offence intended… The semantic differences relative to “viral” vs. contagious. While it is positive that people are communicating is it necessary (or useful) to debate these two words? What I LOVE about Hugh’s work is that he creates connections… Humor, GREAT art, thought-provoking ideas, community and the opportunity for people to become active participants in that community.
The Stormhoek vision is a beautiful case in point… Many of us have a TON of wine choices from a variety of countries. But buying Stormhoek wine is different, buying this wine includes a community of people, a shared ethos, a bit of fun. Speaking of Stornhoek and fun, can’t wait until the LCBO gets off their duff so that I can buy Stormhoek here in Toronto!
Hugh, I think you’ve inadvertently coined a new term. It’s ‘iteractive’ … a mash of interactive and iterative. Or am I a slug and that was wholly intentional on your part?
i like the bottles and i think it’s so cool the clients take the risk with the design…
whne not taking a risk is risky.
i’ll show this bottles the next time i’m in negotiation with my client
does this mean that when we post something, we should always try to find a spin to make it controversial?
say you have a great product and you really cant say much about it except that its great — like mineral water…
and then you have a more controversial product like a … robot vacuum cleaner, and more poeple are talking about it?
maybe 50 – 60% of your campaign has to do with how controversial the product is?
Love your stuff… and this caption is just priceless.
Where can I buy Stormhoek in Australia?
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