Meateaters: Join the Mustard March<< BBC demystifies RSS | Main | Commercial text messages with potential! >> Julian Smith | February 24, 2006, 06:45 AM Still wondering how on earth the Internet can be used to promote and brand low involvement consumer packaged goods, like mustard for example. Well, looks like Unilever, and their UK agency Grand Union, have had a good stab at overcoming the challenge! The FMCG giant is launching what it claims to be the world's first virtual march as part of a campaign to promote the relaunch of its classic Colman's mustard brand as the perfect accompaniment to meat. A heavyweight TV campaign will drive viewers online to create their own illustrated avatar. This will allow then to join Jeremiah (Colman) in a trek across a number of web sites to spread the 'Meatylicious' message. In doing so the brand owner is attempting to set a Guinness World record by encouraging as many consumers as possible to sign up to what it hopes will be the biggest ever virtual march! There is a lot of talk in the ad industry at present about the idea of moving away from interruption to engagement in marketing communications. Well, for me, this campaign is what "engagement marketing" in the Internet age is all about. Its participatory, its collaborative, its connects consumers, its viral (or you could say it has good "buzz"), its entertaining and its integrated. I wish them well and hope they achieve their Guinness world record. Now I'm off for a ham sandwich!! |