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Monday, 23 October 2006 |
Last weekend I spent somewhere around Hitler’s hideout in the Belgian Ardennes for a school project. Tom De Bruyne (i-merge) was one of the keynote speakers and talked about the marketing buzzword: piggybacking. After a definition and an example, I’m still not sure weather or not I’m seeing the conclusion of this post right. In his example he pointed to a survey that stated that the Volvo V70 is ought to be the best car to have sex in. Since Volvo is one of I-merge’s clients, they quickly jumped on the subject and made a matching banner concept to promote the car. So basically they hitchhiked on the back of the survey’s buzz to advertise the product.
Looks like in practice communities sometimes use a variant of the piggyback concept to express their opinion. We saw a few examples in Clo Willaerts's presentation, but I can’t recall if she used a different term for it?
When the PR of a company goes bad, an internet community reacts and the communication backfires on the on the brand in an awful way.. Now isn’t that exactly what happened on this website, to Sony, when they announced that their new console is going to be delayed in Europe for months over the American & Asian market? When I saw this a few weeks ago, I couldn’t resist sending in my own contribution:
Feel free to check it out; lot's of other Photoshop’s are featured. So there we go: the community behind this site was based on a piggyback model.
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