I Work In Phodalona
Thoughts// Most people have recently interacted with AT&T’s first non-Cingular ad campaign, titled ‘Where Do You Live.’ The ads, filmed in Wes Anderson’s cinematic style, show several people working in a variety of locations, such as Kantucornia (Kansas, Kentucky and California). The campaign has also included an outdoor and print component.
For our purposes, let’s take a look at the www.attwheredoyoulive.com interactive component. While the site relies heavily on Flash, the payoff is worth the possible compatibility issues. Users can enter the locations they work in (Phoenix, Scottsdale, Arizona) and the site generates your own ‘location.’ Then, you can select a motto (Honk, if your from…). At this point, the site resembles several previous online campaigns.
Where this campaign begins to differentiate itself is the combination of creating your own custom product (see my bumper sticker above) and the letting you order this customized product from on-demand retailer Zazzle.com. So instead of simply emailing your funny saying to all your (very interested) friends, you can actually order products…in this case shirts, mugs, bags and stickers…with your user-created content on it.
Granted, while most people, even people who love AT&T, are not going to order 2 or 3 custom Calidolina t-shirts, this type of execution at least creates a path to a valuable viral marketing opportunity. Instead of AT&T, what if your organization was actually loved by millions of consumers…such as Coca-Cola, Starbucks or Southwest…then a viral marketing campaign such as this could be very powerful.
For example, the Discovery Channel store on the popular on-demand product site cafepress.com.
Wondering whether or not someone would actually purchase Oregon-branded products? Do a quick search on cafepress.com for ‘Oregon.’ Regular users (you and I) have created over 13,200 Oregon-related designs, which are available on 443,000 products.
Say it with me, that is a lot of brand advocates wearing an ‘I (tree) Oregon’ t-shirt…
…which, just in case you are wondering, is available in 8 different styles starting at $18.00.