Is Social Media Killing the Campaign Microsite?

Digital advocates often proclaim the imminent death of the 30-second spot, but the interactive industry might now be witnessing the demise of its own version of the commercial: the campaign microsite.

The growth of social media is causing marketers to realize they cannot expect consumers to always seek them out. Web widgets and video-sharing tools make it easy for any user to take content that formerly might have lived only on a brand site with them wherever they go. And social media sites help them share that content with friends. >>Full Story

Thoughts// A pretty good and comprehensive article from AdWeek discussing some recent examples of social media in ad campaigns. While the article talks about how the ‘microsite’ may be on the way out, the more important lesson from this discussion is the distribution of content beyond a traditional, branded website (Haven’t Mo and I been saying that for a while?).

Two great lines from the article:

We really believe in fishing where the fish are,” said Carol Kruse, vp of global interactive marketing at Coca-Cola.

The idea is to spread content far and wide to find audiences wherever they are.

Sounds easy. However, in visiting the aforementioned ‘Sprite Sips’ page on Facebook (pictured above) you will see that Mr. Sips only has 176 fans (as of 11/18) and many of the message board posts (or ‘wall’ for you Facebook fans) are not exactly positive…such as ‘this sucks’ and ‘yeah, this sucks.’

The great marketing opportunities of social networking also bring great challenges as well.

Regardless of the vehicle…microsite or social networking site…marketers still have to give the audience something of value in return for there attention. Otherwise that boring content on your site simply becomes boring content on another site.

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