“Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group. “Purely interruptive marketing simply cannot accomplish that.”
Beyond the fact that these webisodes, which has acting and production values that make it look like something that ran on my high school’s internal television channel, just aren’t original or entertaining, the idea that some webisodes, a website and a promotional overlay will start conversations with consumers is simply wishful thinking of the sort that somehow seems to convince clients, but reasonable people know are just empty words.
Even if we assume that the creative execution and promotion are relevant and compelling to the target, how, exactly, is said target supposed to hear about all of this online content? “If you post it (on YouTube), they will come” just doesn’t hold water, as the 49 total views that the video has gotten in its five days of being posted on YouTube show.
That “interruptive marketing” that gets derided in the press release is critical to telling consumers why they should go online and search out a specific piece of content. There is so much content online, and there are now so many brands who are doing the “webisodes and consumer generated contest,” that consumers need a compelling reason to get involved.
Tassimo not only hasn’t give them a reason, it doesn’t seem like they even think that building awareness is even worth their time. That is a bad move.
And this is a bad, unoriginal and poorly-produced idea.