|
The FNB Shine 2010 website features various sections, which bring together good news about South Africa, the infrastructure developments etc, as well as platforms for public discussion and interaction, user reportage and interviews with everyone from stadium architects to Vernon Koekemoer.
According to Casey Montero, Fleishman-Hillard's digital head, the response from stakeholders has been very positive. The platform will see content being shared across YouTube and Flickr, as well as Del.i.cous, while an ‘FNB Shine 2010’ group on Facebook will allow Facebookers to get the news highlights direct to their profiles. This multimedia initiative is designed to take advantage of word of mouth marketing: podcasts, blogs and videos are easily shared, and it is the hope of FNB that these will take on a ‘viral’ life of their own.
According to Montero, brands cannot advertise directly on the website, since it is an FNB initiative, but there are opportunities for brands to get involved and add value. For example, the website will feature competitions to entice members to participate, and brands could put forward their products as prizes.
What Marketing Mix likes most about the launch of this site was the USB ‘need good news’ button we received. One simply plugs this little gizmo in, and hits the button to get the good news from the site directly on one’s PC screen. Not only is this really clever use of simple technology, but it makes this initiative more direct, more interactive, and more interesting.
|
