Limiting exposure to increase mystique

Friday, April 28, 2006

Limiting exposure to increase mystique

Ever since the Apple superbowl commercial, advertisers have realised that you can create more press by having a commercial that runs once, or only a few times, than having the same commercial run continually on all channels. The latest example of this is a coke commercial featuring music by the coke-phile Jack White (of the White Stripes). The commercial itself its fairly 'meh', but because they're only going to play it once in the UK, and have played a cut down version of it once in Australia, there's now an internet buzz about the commercial (it's how I heard about it) that is probably going to get them more publicity, and definitely cheaper publicity, than if they'd gone by the traditional routes.


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