Update: More about non-personal promotion
Last year, I wrote about the future of non-personal promotion (NPP), and mentioned FluFlix, a YouTube contest encouraging the public to create ads about the flu.
Well, while I wasn’t looking, Novartis, which also owns Excedrin, created another contest, this time about a new Excedrin formulation. Furthermore, according to Online Media Daily, the contest has been deemed a success, based on the high volume of page views and the secondary promotion of the contest by the participants. Pretty clever way of employing your customers.
As I suspected in my previous post, the OMD reporter writes that this tactic is being investigated as “an alternative to the high costs of television ads” (and drug reps). I’m just thrilled to see a major drug company become so prominently involved in Web 2.0 media.
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