No âmbito do Programa Texas-Austin, Linden Dalecki apresentará no dia 2 de Junho 2010 na FEUP, pelas 18h, sala B009, um seminário que versará sobre marketing interactivo nas novas plataformas.
ABSTRACT:
What's Playing on Walmart Tonight?
Once the holy grail of US advertising, the presently much maligned 30-second TV spot is considered all but dead and there is no single promotional killer app to take its place. After a brief overview of the dramatic shifts taking place in the advertising industry, this seminar will focus on emerging interactive advertising, promotion, and marketing trends. Commercial case studies will include recent interactive gotmilk, Sprint, and Frito Lay campaign efforts, the revamped Dominos and Diesel websites as well as synergistic online efforts in the entertainment realm such as Death in Sakkara (UK) and FunkTube (Brazil). Social Marketing efforts, including various Greenpeace (Brazil) efforts will also be explored. The idea that content and promotion have merged to a greater extent than ever before will be explored, using examples from Advertising Age's Madison & Vine newsletter, various UGC-driven promotional efforts, and online branded entertainment efforts such as willitblend. Running themes will include aggregation, analytics, micro-community building, convergence, audience fragmentation and the idea that relevance is the new holy grail for contemporary marketers.
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