Roadcast #3: Mike Monello of Campfire Media
Friday, December 8th, 2006Today I talked with Mike Monello. Mike is a partner in Campfire Media: the company we’re working with on the Motoratilife Project for Pontiac. Their campaigns, which break almost all the rules of conventional advertising (campaigns such as the Art of the Heist for Audi and Beta 7 for Sega), descend from a theory of social media dating back to their days making the Blair Witch Project. What’s interesting is that many of the production values and marketing techniques associated with Blair Witch are coming into the spotlight these days as marketers attempt to enter the dialogue in the Second Life/Youtube era.
The following quote really captures the power behind this medium “… one of the great things about Second Life is that whenever you are doing anything, you can see the other people who are nearby as well. This brings a dimension of social life - so elemental to how we live our lives offline - to the Internet in a way that up to now the Web has not. In Second Life everything you do is done in a social space, though you can get privacy if you want.”
But that’s not enough for a Friday! Gina Chon, of The Wall Street Journal, published today an article about Scion’s and it’s strategy to stay cutting edge. A part of that strategy is Scion’s entry into Second Life, which of course we have blogged about considerably here. The bulk of the article goes into the details of Scion sales strategy for the upcoming year and the challenges faced by an upstart brand when it has the potential to become to popular for its own good.
