Re: CPM isn't dead, it's just sick
ALEXIS BROWN <agbrown_at_fastclick.com> WROTE:
>I can't resist. This train of thought reminds me of when
>they brought MIR down earlier this year. Taco Bell placed
>a giant, floating target somewhere in the South Pacific.
>The promise was that if any part of MIR fell onto the
>target, Taco Bell would give every American one taco. It
>received significant press, and, if it had succeeded,
>would definitely have been mass marketing (at least my
>book).
Taco Bell's MIR Target was a clever public relations
ploy that resulted in millions of dollars of free air time
on news programs (prime media time and high attention).
It was a great publicity gimmick, not mass marketing.
It succeeded wildly beyond Taco Bell's expectations.
And it was a lot of fun
Had Taco Bell been forced to "pay off" if MIR had
their target, the value of the resulting publicity would
have far outstripped the cost of serving up a free
taco to U.S. residents (most of whom would have
bought a soft drink when they got their free taco).
Can you imagine the value of the video showing lines
of people wrapped around Taco Bells waiting for a
taco?
At least, that's how it looked from here.
John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com
Received on Mon Nov 19 2001 - 20:33:16 CST
