CRM - March 2009 - (Page 29) on video may seem sexy, she says, but “sexy, in a way, like, 10 minutes ago.” Tracy Tuten, associate professor of marketing at Virginia’s Longwood University and author of Advertising 2.0, argues that the Dexter video was “brilliant,” achieving “all the things you want to see to incite viralness in a campaign.” Fun and interactive, the content was worth sharing namely because it “would really surprise the recipient,” she says. “The video had entertainment value in and of itself,” she adds, leading viewers to think Dexter has entertainment value. The campaign, she says, was perfect “dark marketing”: The video doesn’t have any overt clues linking it to Dexter (as evidenced by the reaction of some very frightened viewers). “It’s more successful when there isn’t that call-to-action,” she says—none, that is, other than to send it to friends. “[Viewers] don’t want to feel like they’re participating in a branded event, but they do want to participate.” PICTURE PERFECT For Season 3, Initiative began its brainstorming unusually early. No video this time, but Initiative was intent on maintaining a viral appeal. Two seasons in, the Dexter character had officially made a name for himself as “America’s favorite serial killer.” The challenge, Ross said, was “How can we make him stand out in this world of icons? What kind of iconic brands can we marry his image into?” Then the idea hit: Some of the most iconic brands are in print. Together with Showtime’s internal agency Red Group, the team assembled a list of 12 “iconic” magazines, including The New Yorker, Vanity Fair, Us Weekly, and Rolling Stone. “We’re always looking at how we can not only create new media and digital media, but also how we can use traditional media and look at it differently,” Ross says. The campaign ran once, either the month or week preceding the season premiere, depending on the publication. Some magazines featured the cover art as a single inside page, or on the back cover, while others included four to eight pages of content about the new season. www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | MARCH 2009 29 http://www.destinationCRM.com
Table of Contents Feed for the Digital Edition of CRM - March 2009 CRM - March 2009 Contents Front Office Reality Check Customer Centricity The Tipping Point Stay Tuned Stimulating Citizen Experience CRM on Twitter Retailers Face Reality Making Relationships Matter Required Reading We the People Innovation Nation CRM and the iPhone Looking to Score The Virtual Welcome Mat A Tough Transition Made Easier A Training Regimen Gets Rigorous A Battle Fought from Afar Secret of My Success Re:Tooling Connect Pint of View CRM - March 2009 CRM - March 2009 - CRM - March 2009 (Page Cover1) CRM - March 2009 - CRM - March 2009 (Page Cover2) CRM - March 2009 - Contents (Page 3) CRM - March 2009 - Contents (Page 4) CRM - March 2009 - Contents (Page 5) CRM - March 2009 - Front Office (Page 6) CRM - March 2009 - Front Office (Page 7) CRM - March 2009 - Reality Check (Page 8) CRM - March 2009 - Reality Check (Page 9) CRM - March 2009 - Customer Centricity (Page 10) CRM - March 2009 - Customer Centricity (Page 11) CRM - March 2009 - The Tipping Point (Page 12) CRM - March 2009 - The Tipping Point (Page 13) CRM - March 2009 - Stay Tuned (Page 14) CRM - March 2009 - Stimulating Citizen Experience (Page 15) CRM - March 2009 - CRM on Twitter (Page 16) CRM - March 2009 - Retailers Face Reality (Page 17) CRM - March 2009 - Making Relationships Matter (Page 18) CRM - March 2009 - Required Reading (Page 19) CRM - March 2009 - We the People (Page 20) CRM - March 2009 - We the People (Page 21) CRM - March 2009 - We the People (Page 22) CRM - March 2009 - We the People (Page 23) CRM - March 2009 - We the People (Page 24) CRM - March 2009 - We the People (Page 25) CRM - March 2009 - Innovation Nation (Page 26) CRM - March 2009 - Innovation Nation (Page 27) CRM - March 2009 - Innovation Nation (Page 28) CRM - March 2009 - Innovation Nation (Page 29) CRM - March 2009 - Innovation Nation (Page 30) CRM - March 2009 - Innovation Nation (Page 31) CRM - March 2009 - CRM and the iPhone (Page 32) CRM - March 2009 - CRM and the iPhone (Page 33) CRM - March 2009 - CRM and the iPhone (Page 34) CRM - March 2009 - CRM and the iPhone (Page 35) CRM - March 2009 - CRM and the iPhone (Page 36) CRM - March 2009 - CRM and the iPhone (Page 37) CRM - March 2009 - Looking to Score (Page 38) CRM - March 2009 - Looking to Score (Page 39) CRM - March 2009 - Looking to Score (Page 40) CRM - March 2009 - Looking to Score (Page 41) CRM - March 2009 - Looking to Score (Page 42) CRM - March 2009 - A Tough Transition Made Easier (Page 43) CRM - March 2009 - A Training Regimen Gets Rigorous (Page 44) CRM - March 2009 - A Battle Fought from Afar (Page 45) CRM - March 2009 - Secret of My Success (Page 46) CRM - March 2009 - Re:Tooling (Page 47) CRM - March 2009 - Connect (Page 48) CRM - March 2009 - Connect (Page 49) CRM - March 2009 - Pint of View (Page 50) CRM - March 2009 - Pint of View (Page Cover3) CRM - March 2009 - Pint of View (Page Cover4)
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