Just when I thought the dust had settled on this one, up popped a tweet to me from someone called Jess Elliot. This said:
@RichardStacy Seriously Dick, you’re a one trick pony, can’t u come-up with anything else other than talking about #LRNY? You’re so boring.
The tone of this had the ring of some familiarity about it given previous tweets and blog comments from people that seemed to be interestingly close to the agency involved in the #LRNY campaign.
It was also a little at odds from comments such as this from Corrine Weisgerber, Assistant Professor of Communication at St. Edwards University in Austin, Texas, who has done an excellent presentation on usage of Twitter. She said:
@RichardStacy Somehow I overlooked your tweet. Great post on #LRNY. I agree: not authentic & executed with a traditional marketing mindset
So, I wondered who Jess Elliot might be Continue reading
As a further addendum to the #LRNY issue it is interesting to see another example of the aggressive opposition to the idea that anyone should examine and critique the initiative.
Chris Baccus, who actually works for Wunderman in their Detroit office, wrote a post largely based around my initial analysis and the Twitter tiff – Twiff he called it – it generated. It was a good post and invited people to add their own opinion on his blog – which I did, drawing his attention to the more detailed summary post that sought to draw some lessons from the exercise. Then a Mr Anonymous (ah the great Mr Anonymous) weighed in with this. Continue reading
As you can see from the previous two posts (and also if you check-out the #LRNY tag) the recent Land Rover hashtag campaign has caught my attention. Initially I thought it was a very good idea – I have been supporting the concept of what I call TagSpaces for a while – but on closer investigation the campaign turns out to be a bit of a disappointment.
I don’t want to beat-up on Wunderman, the agency responsible, or especially Land Rover because I think they deserve congratulation for having the courage to experiment with this sort of thing. However, I think there are some very valuable lessons that can be learnt – and it is this I would like to focus on. Continue reading
Having now had a closer look at the #LRNY tag, its clear that the thing hasn’t really worked. The reason is that Land Rover have failed to notice that a successful conversation has two mandatories – an ability to listen and an ability to speak. Land Rover is doing neither – and its paid tweeters are doing nothing more than say “wow- aren’t Land Rovers really nice, please look at this website”. Continue reading
Some time back I wrote a piece about the concept of TagSpace and its importance as a new dimension is social media. Well here is the practice in action. Land Rover in the US created a TagSpace – #LRNY – to talk about their new model as well as then paying Tweeters with big followings to promote this. The TagSpace concept is good – although they haven’t really used it to drive real two-way conversation. Paying Tweeters is less clever – but given this idea comes from a traditional agency its hardly surprising.
Expect more of the same.