Facebook Competitions - Good or Evil?

There was a time when opening up beverages caps could win you bicycles, eating a certain biscuit brand can get you gift hampers and by submitting a wrapper could get u a t-shirt and cap. Now the time has advanced and along comes facebook. If Facebook were a country, it would be the third largest in the world.

So, now what do we so called social marketing guys decided to with it? Old wine in a new bottle! Yes, remembering the fact that the largest constituent of Pakistani population is youngsters so why not apply all our tactical gimmickry over social media. As a result, we see facebook competition spring up like wild fire across the Pakistani social sphere.

Theoretically speaking, its a tried and tested effective marketing strategy yet what is it that such competitions are advocating? Cheat yourself to win an Xbox or create fake accounts and tag anonymously to get a brand new PSP. It may be getting the brands mileage but one should also consider the downside of it as well. Its a debatable topic and a pretty controversial one too, however in simple words, Fair play must be preached and made popular because the responsibility of teaching good and denouncing wrong still remains on our shoulders.

Creative Brief

From the basic idea to a advertising splendour, creative brief is the only one thing which sets up the foundation.

Experience suggests that the creative brief formats and tools we learnt at advertising schools and religiously followed in the initial parts of our advertising lives were not all that this 2 pieces of paper has to offer, there is this greater meaning on a larger horizon hidden beneath the simple words.

For me creative brief is not just a template its rather a expression from the consumer's end written well advanced in time, for it will eventually be translated into the experience your consumer is going to have.

We have been well taught as to what creative brief should include but what a creative brief should not include is KPI's and ROI's, simply out of the fact that if you assign a measuring yard stick to a creative document you get to dilute the creative angle. The contradiction in this aspect can be that every thing business has to be calculated in terms of return but creativity is marred when driven with the objective of sales.