Moshe Engelberg On Everything Marketing

So I open an e-mail from my sister that says this: Your friend Roz Becker sent you the following video from CNNBC: "Glenn Beck Attacks Moshe Engelberg." I click on the link and watch an incredibly well done video starring... me. Sort of.

The Huffington Post tells the story: MoveOn.org, in conjunction with SEIU and Brave New Films has put out a fake newscast (on the fake network CNNBC) in which the Fox News host goes through his usual moments of pique and emotional duress. Only this time, the subject of his conspiracy theories is the person signed in to watch the made-up video. And they show an example of the mock newscast.

As part of a marketing campaign, this approach has great promise. It personalized the video by using a Facebook interface that grabbed my photo and some friend's names to instantly create a fake newscast that was about me. Think about the possibilities for personalizing ads of all sorts. What a great way to increase the personal relevance of a product or service! Unbelievable.

Is this the beginning of Web 3.0??

I like social media. I often advise clients to strategically employ social media. I use some personally. But there is a major downside. Like Doonesbury illustrates, it takes a lot of work to curate our "personal brand" on social media. (click here for a better view of the comic strip):

Social media is great to connect us with people and things we care about. But the "opportunities" to stay connected through social media can cost us staying connected with the people around us. We stray away from old fashioned "analog" social media, like talking or hugging or just being present with another person. As good as Facebook is, and Twitter is, and gosh darn Andy of Mayberry, even as good as this blog is, real life relationships come first. So there you have it. Gotta go... need to check status updates from my Facebook friends (just kidding!).

Paranormal Activity, a horror movie about a young couple's house haunted by a demonic presence, cost about $15,000 to produce, and brought in $7.9 million last weekend. Paramount Pictures worked with Eventful in San Diego to create a social media buzz, instead of more traditional movie marketing approaches. Eventful's "Demand It" lets us "demand" that performers, movies, or events we want to see come to our town. Enough demand can make it happen.

That's how Paramount decided which cities to show Paranormal Activity in - it was based on demand level generated through social media. Then when they got 1 million demands, they decided to roll out the movie nationwide. From their press release: “From the very beginning, we put this film in the hands of the fans and we trusted them to tell us where and when it should be seen. We couldn’t be more thrilled by their overwhelming support and we are happy to release the film in every town - big and small,” said Rob Moore, Vice Chairman of Paramount Pictures.

I see this as an incredible Web 2.0 resource. It gives a powerful voice to the public and enables companies to respond to what the market wants. And framing it as "Demand It" may lead people to feel more empowered than something like "Request It."

As we shouted and sang in the '60s, "Power to the People!" Who knew the many ways that the internet would deliver on that promise.