WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
I hadn't either, until a couple of days ago. The thing is reaching young consumers with advertising messages is getting really difficult. They have such tight control over what they watch, read, and see. They get their news from John Stewart, via podcast. They TIVO their TV shows, and watch whenever they want, without the commercials. They listen to digital satellite radio. It's like trying to reach somebody wearing blinders and earplugs. So what do you do?
Well, they like to play games. So you can reach them via interactive promotions in which they get to participate. We've been doing a some work with mixed media programs using text-message technology as an opt-in medium. They opt in via text. Then you have their text number and permission to use it. You can then start a conversation via text, which is their preferred way of communicating...sort of like database direct marketing at light speed. We're still learning about it, so I'll keep you posted.
All of this brings me to "bluejacking." Seth Fogle informed me the other day that we have the capability to "bluejack."
"Whoa," I said. "Don't know what that is but it sounds cool."
Turns out that you can broadcast an open audio signal directly into people's Blue Tooth receivers. Now, I definitely wouldn't like that, but then I wouldn't be wearing an ear piece with a flashing blue light on it. To people who do, anything that makes the light flash (thus making them look connected and busy) is great. So to a certain sub-segment of the Blue Tooth demo, you can light them up with a commercial message, and they'll dig it, because it makes them look cool.
Marketing communication is getting scary.