What do you call a bandwagon when it has been gone from view for two years or more?
Amazingly, there are still companies having the following conversations in meeting rooms across America:
Marketing Hack #1: Man, we need to sex up this boring campaign we launched last year.
Marketing Hack #2: Have we done any of that interwebs stuff yet?
Hack #1: Oh yeah…like where people send in pictures or videos? No we haven’t.
Hack #2: Let’s do it!
*Fist bumps all around*
That’s about as much thought that goes into “user generated” campaigns.
Any marketer can look longingly at Doritos, and say “why not us?” Meantime, Doritos doesn’t dare stop the bleeding of its million-dollar Super Bowl promotion. Which is won by freelancing ad professionals, not by Doritos customers.
And so now we have stodgy Fidelity entering the fray. Both “Turn Here” and the Green Line device are excellent marketing initiatives, addressing the aspect of lifecycle marketing better than the pedestrian efforts of its competitors. Asking customers to submit their interpretation of the campaign – in a 90-second video, no less – spoils the intent.
Interestingly, Fidelity’s website makes no mention of any of this. There are two possible reasons for this:
1) Fidelity’s web development team has boxed the Marketing department in by leaving no real estate for promotional efforts and/or has a lousy content management technology and/or requires an act of Congress to make a mod to the site.
2) Fidelity’s senior management said we don’t want that nonsense on the site and degrade our brand.
The specs on Fidelity’s “Be The Green Line” video promotion are, as most of these initiatives always are, curious. Submissions are accepted from people ages 14 and up. I’ll let you guess how many customers Fidelity has between 14 and 22 years of age. (My guess is this age cut-off was to allow tech-aware teens to video their tech-phobic parents.) And you don’t even have to be a Fidelity customer.
No jumping on a bandwagon here. This is known as chasing your ass.