The article "Who Needs Rules?" by Corina Mackay for TheNextWeb.com examines four recent examples of marketing campaigns that ignored all the rules and became hugely successful as a result.
The premise is simple - following the rules makes you part of the crowd, making the rules causes you to stand out. The black sheep gets noticed.
This article examines Old Spice guy and his videos, eSmart Tax's free returns for Johnson, FedEx delivering attachments via Facebook and Burger King's Whopper Freakout. Each of these ideas demonstrate new an innovative ways to not only engage the target audience but the wider community.
It's worth the effort http://ping.fm/Y0VR4
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