Socialmoodia!
TheDairyFarmers
ofCanada
organisationhas
launcheda
multi-media
advertisingpush
topromoteitsnew
‘100%CanadianMilk’brand. positive,itpromptedthe bereplacedwithalongerskirt. andemailinboxeswerefilled
Thecampaign–which companytoopenupanexport Judgingbyyourresponse, withimagesofthead,DJsand
includesweb,TV,outdoorand division.Marketingmanagerat clearlyweagree.Ifsomething newspresentersnationwide
in-storepromos–isinresponse WhitneyWoods,HelenMihill, doesn’tneedtobechanged, talkedaboutit,sparked300
toconsumerdemandforthe explained:“Websitevisitor don’tchangeit.That’swhy,at blogsacross23countriesand
originoffoodproductstobe figuresforthefirstquarterin MrsBall’s,nobodychangesour thousandssignedapetition
clearlyidentifiedonthe 2009areupbyafantastic274 chutney.MrsBall’s. againsttheproject.
package.M2Universal, percentonthesameperiodin Uncompromisedsince1856.’ Prettygoodcoveragefora
responsibleforthemediabuys, 2008.InternationalInternet Inoneweek,theNational campaignwhichonlycost
hasTVadsrunningintonext visitorsfrom165different SkirtExtensionProjectattracted R500,000(£39,000;¤43,300;
monthandcurrentlybillboards countriesnowmakeupan 360,000visitors,receivedmore US$56,400)!
createdbyTaxiarebeing incredible49percentofall than6,000concernedcalls
featuredinToronto,Vancouver visitorstoourwebsite
andOttawa. (www.whitneywoods.com).
Aviralcampaign–‘TheGreat VisitorsfromtheUSAformthe
CanadianMoo’–developedby largestpartofourinternational
TwistImage,launchedatthe fanbase,accountingformore
endofMarch;webbanners, than20percentofallsitevisits,
scroll-downadvertisingand withCanadainsecondplace.”
Facebookspotsaresending
consumerstothewebsite: Capejapeisonetorelish
www.thegreatcanadianmoo.ca Itstartedwithahalf-page
Itfeaturesacountdownto Sundaynewspaperad,seeming
June3,whenCanadiandairy tosuggestanofficialcallforthe
farmerswillattempttoseta extensionofskirtsonthe
recordforthemost‘moos’ina signageofladiestoiletdoors.
24-hourperiod.Bydownloading WasitanAprilFool?No.Had
the‘moo’buttontoaFacebook the‘looney-left’finallygone
profile,blogorwebsite,anyone overboard?No.
canparticipate.Thewebsiteis Itturnedouttobepartofa
designedtoinspirenational clever,mysteriouscampaignby
pridein‘100%CanadianMilk’. DDBinSouthAfricaforabrand
ofspicyrelish–Mrs
Ball’schutney.The
messagewas:‘We
atMrsBall’s
wantedtoshow
justhowsillyit
Pop-upsgoglobal istochange
Overseasdemandhasrisen somethingfor
dramaticallyforpromotional noreason,so
pop-upmailers,UK-based weinventedthe
supplierWhitneyWoodsreports. NationalSkirt
Analysisofwebsitestatistics ExtensionProject,demanding
atWhitneyWoodswasso thatallladies’toiletsignsmust
www.dmi-news.com May 2009 17
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