I thought the Clearasil campaign we looked at today was surprising in many ways.
They took a very personal complication for people and turned it social. More importantly, the participants made it social. Campains like these prove that there is strength in numbers.
I was also impressed with the amount of ways they integrated the marketing within the social network site. There was something for anyone to participate in. Most companies only go as far as a Facebook group and leave it up to the users. They created very intuitive programs that connected the user to the brand on a personal level.
I believe this is the future of online advertising. Clicks on a banner ad bringing a user to the home site seems a lot less significant an impression than consumer participation in promotions like these. Should all brands invest in marketing like this?
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