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Posts Tagged ‘Femininity’

Faciamo qualcosa “Viral” adesso

Zeitgeist is not extremely comfortable with the idea of two football-related posts in a row, however circumstances dictate it must be so. The sport is was riddled with corruption in bella Italia (and elsewhere), but that doesn’t stop the sport from entertaining millions upon millions. Heineken recently hosted a superb activation event, news of which comes courtesy of the great Digital Buzz Blog via a Zeitgeist apparatchik. It’s a cunning and humorous ploy that plays on the odd stereotype or two but is harmless nonetheless, and very enjoyable. Such a tactic would not have been suitable for other brands; Heineken pulls it off nicely.

UPDATE: Another Ogilvy blog has also written about this.

An Axe to Grind

Zeitgeist has not yet dedicated the time to comment on the increasing number of campaigns involving elements of crowdsourcing, which has become popular enough that last year an agency launched dubbing itself the world’s first crowdsourced ad agency.

The latest campaign to leap onto the bandwagon is for Axe / Lynx, based on the insight that apparently the fairer sex, inscrutable as they are, “get bored easily”. Does this presumption say more about men though than women? One might also question whether corralling a mere 25 students together really constitutes ‘crowdsourcing’.

UPDATE: Great article about crowdsourcing from the Ogilvy New York Digital Labs blog, here.