Yes, CBS will be advertising their fall line-up on eggs. They have gotten a lot of press about it - good and bad. I applaud their efforts to do something different. It is inventive, but so what?
What really caught my eye in the New York Times article was this quote by George Schweitzer, president of the CBS marketing group,
"The best thing about the egg concept was its intrusiveness. “You can’t avoid it,” he said.
Sorry George - you are missing the point.
You are just replacing one intrusive medium (TV ads) for another. You can do better. There goes that last 20% rule again [rule #6] - you were thinking creatively but didn't go far enough. Now , I am not familiar with the CBS line-up, but I am sure for the money they are paying for the egg-brigade, they could have banded together another interesting promo utilizing fans of existing shows that would get people participating and involved in actually watching the shows. I will admit they got some good pr out of it - but not sure if that will transfer to any market share growth.
Also, the article points out that as makers of the technology,
"EggFusion sees it, consumers look at a single egg shells at least a few times: when they open a carton in the store to see if any eggs are cracked, if they transfer them from the carton to the refrigerator, and when they crack them open".
Uh, unless I am missing something, eggs are placed in packages vertically and the promos are placed on the side of the egg horizontally (see photo). I am not going to see that promo more than once --right after I crack it open, bleary eyed for Sunday morning breakfast.
Yup - the devil is in the details [rule # 8].
Technorati tags: Media, Advertising, Community Marketing, Marketing, Web 2.0
