Make Marketing History

The views of a marketing deviant.

Wednesday, November 30, 2011

The True Gamification Of Advertising.

This multiple award-winning advertisement from the 1980s indicates that it's promoting Silk Cut cigarettes solely by use of packaging colours and the visual metaphor of slashed material.

It left the reader/viewer to work out the rest and thereby engaged them with a form of extrinsic gamification at a time before any marketers had heard that word.

That's quite a contrast with yesterday's unsubtle approach that scans as poorly as the ubiquitous obtrusive QR codes which are flavour of the month right now.

You can have engagement or you can have a shotgun wedding - we all know which is most likely to develop into a lengthy, meaningful relationship.

Monday, November 28, 2011

Make Marketing More Subtle.

Ah the festive season. Family fun and a sense of bonhomie. Not in the hands of the marketers behind Ann Summers - UK high-street purveyors of "lingerie" and adult toys.

"It's the dirty thoughts that count."

Isn't Christmas the time for giving? So why not give your customers the opportunity to join the dots and engage with you a little rather than shoe-horning that dirty in there? It avoids the risk of appearing cheap and having a low opinion of your customers' literacy and, after all, don't they say subtle is sexier?