more thoughts on tassimo’s webisodes

After posting yesterday on the webisode campaign for Tassimo by Ogilvy & Mather, I ambled over to Adrants and read Steve Hall’s take on the campaign:

It’s not funny. But Who Hired Bob does two interesting things:

1) It offers a $20 rebate on a TASSIMO hot beverage machine in exchange for your email address, and
2) It does that “choose your own adventure” thing at the end of each webisode, which we’ve already professed to like a lot.

I agree with Adrants that the webisodes aren’t funny, and that both of the points that he brings up are interesting.

The high-value coupon offer for a simple e-mail address not only helps to populate a consumer database that, if utilized properly, could be a first step to a continuity program and actual consumer conversation. Also, coupons of that sort of value have drawing power (and extendability to packaging and in-store, which could be used to drive people online). Not to mention that consumers who download a coupon have a higher propensity to actually buy the product, which is nice.

The “choose your own adventure” aspect is also a nice touch in that it adds some interest to otherwise dry webisodes. Anything that gives consumers the opportunity to engage is interesting.

Despite both points of interest, this program still falls flat because of the lack of awareness-driving tactics that tell consumers that this content exists online and gives them a reason to view it. As commenter Toad says, the idea that consumers will just be flipping around the internet and find the content just isn’t realistic.

Commenter mpaige hits the nail on the head by saying that “the content needs to be produced and THEN (ironically) you need run TV ads to get the word out about it the show…TV commercials are still a critically important way to reach people.” They, and other awareness tactics are critical when you want people to find your brand in the vast information dump that is the internet. They need to know it is there, need a reason to go, and need clear direction how to get there.

Also, it helps if the content that awaits is engaging and relevant.

The primary issue right now, though, is that it is content just floating in the internet space with nothing to drive consumers to find it. And they won’t find it on their own.

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One response to “more thoughts on tassimo’s webisodes

  1. Exactly DB – Hall’s two “plusses” are really non-entities because

    A. If the content isn’t funny, I won’t stay with it long enough to get the the “choose your own ending part”

    B. Even if I do stay with it, I won’t be engaged enough (e.g. give enough of a flying f**k) to choose the ending

    C. As a result, I’m not going to bite on the $20 coupon. I mean seriously- “Yeah, I saw this really lame video for a coffee maker so I gave them my email address for $20.”

    As I’ve noted in The Real Digital Revolution™ the only thing that’s going to get me to download the coupon is a passel of rave reviews on Amazon or whoever it is that reviews coffee makers these days.

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