To promote their exhibition stand at the Frankfurt Book Fair, Eichborn the publisher with the fly prepared 200 flies with an ultra light banner. The banner was attached with natural wax. After a short time the banner dropped off by itself. And the flies were not harmed.

The concept is certainly remarkable, if not unforgettable, but whether those experiencing this viral campaign remember the company name as well or just the fact that they saw flies with adverts attached to them is another question?

I first saw this on the Unionversity website

Trust Me, I’m a Blogger

January 7, 2009

While taking a break from my hectic morning schedule of making myself a cup of tea & finding some clean socks to wear I thought I’d check in and see what little bread crumbs my fellow Twits had left for me. Sure enough there were plenty, but one from Jaculynn stood out more than most “For big hearts. Please help. http://is.gd/eKbo Please retweet.” so I followed the link.

Glad I did, here’s a quick synopsis, a guy named David Armano, was asking for help, not for himself, but for a friend, a young woman named Daniela & her three children, whom were staying at his house, as she was going through a separation from her abusive husband. He was asking for $5,000, so Daniela could get her own place for her family and didn’t have to worry about a deposit or rent for a little while. David wasn’t asking for big donations, just whatever you could spare during these hard times, any amount would help & if you couldn’t donate directly then at least pass on the message.

Within 4hrs of posting the request on his blog & Twitter, he’d not only reached his target, he’d doubled it!! I think it’s safe to say that he was blown away by this, but what it shows is how much his followers & readers respect him.

So is this amazing success all down to blogs, twitter & social networks? absolutely not… it’s entirely down to David, and his skill in utilising the technologies to gain trust. He’s been writing his blog for 3 years & he’s amassed 8,000 followers on Twitter, but it’s taken him a long time & a lot of effort, but the payback has been worthwhile, as I’m sure 2009 is looking a much better place for Daniela & her family right now.

And this is all because David decided to make a difference and channel the trust he’s built to good use, or as Amie eloquently puts it in her comment to David’s thank you video “Absolutely incredible – not only have you helped a family in need, but you’ve proven again how powerful it is when just one person stands up to say, I will make a difference. You have. Imagine what else is possible”

exactly!

UPDATE:
Here’s a great blog article by Scott Drummond that expands upon what I said above, so get working on your Relationship Bank Balance! (that’s such a great analogy)

Don’t Become Indifferent

January 5, 2009

“You don’t have to do something wrong to lose a customer, sometimes it’s because you didn’t do enough”
Brendan Mitchell

If ever you needed evidence that web 2.0 is reversing the balance of power into the hands of the consumer, then check out these videos and the www.comcastmustdie.com website. I’ve posted previously how the tide is changing & how companies need to be in there engaging with their customers and protecting their brands, companies ignoring this strategy do so at their peril.

I Can’t Get No Satisfaction
Networking or Not Working
Make Your Business Viral, Not Just Your Campaigns
Can Stephen Fry kill a gadget?

In a follow up from my “nobody reads my blog” post (which ironically is now my second most read individual post!?!?), I recently posted on the triiibes forum where a member was asking a question along the lines of “how to write a blog that someone will read?” well the answer is easy, don’t write a blog concerning things about you (as no one is honestly interested, except you of course)… write a blog about things that affect your audience or things they’re interested in, especially if your blog is to have some commercial relevance, then it needs to be focused & about your audience, not you.

I was just reading a post “Jaw Droppers of 2008 – What they’d rather you forgot” on The Register where they recap the most embarasing moments from the past 12 months. The bit about an online community I’d never heard of before named Faceparty, and how they dealt out their customer service is priceless and a must read.

Social Network attacks own customers
Customer service has yet to hit Web 2.0, where you have to answer your own technical questions, wading through forums or sending emails to people in “support” who never reply. “Maverick” social networking site Faceparty went a step further, though, by rounding on users who dared to expect it deliver on its promises – in this case, free tools. Faceparty threatened to terminate accounts of “every single twat who moaned about their friggin’ free cool tools”. “Listen this is our HOBBY, not our business,” Faceparty said, helpfully reminding everyone it’s a “free fucking site” and not to expect anything.

Faceparty’s current homepage has a video on it that pretty well sums up their feelings for those that had the audancy to complain. (WARNING: Faceparty’s site & the homepage video are rated 18 & over. It’s a sexually explicit & rather alternative site, so if you’re easily offended or shocked, then please don’t go there!)

At first this may appear as an irrelevant press release, but upon reflection it’s actually very telling of how media relations are changing in light of social media & web 2.0 plus the effect it’s having on the live events industry.

Although Apple appears to rely entirely on it’s website & blanket media advertising for it’s official direct marketing (although I’m sure it feeds the rumour sites from time to time), I don’t know of any social networks or any other web 2.0 services such as Twitter, Flickr etc that Apple actively uses. But it’s followers are actively using these networks themselves & spreading the word for them, so Apple doesn’t need to waste its time & effort at large live marketing events as these do not show the same direct ROI as their own small scale events & webcasts, that utilises the rumour mills and the web to focus attention which leverages the most it can from the media & press coverage.

“Apple is reaching more people in more ways than ever before, so like many companies, trade shows have become a very minor part of how Apple reaches its customers. The increasing popularity of Apple’s Retail Stores, which more than 3.5 million people visit every week, and the Apple.com website enable Apple to directly reach more than a hundred million customers around the world in innovative new ways.

Apple has been steadily scaling back on trade shows in recent years, including NAB, Macworld New York, Macworld Tokyo and Apple Expo in Paris.”
Full Apple Press Release