day 21...Mentos, The Freshmaker! - Originally uploaded on flickr by Filosa.
Communications Overtonesvia [ PR Blog Jots ]
In a thoughtful examination of the impact of viral video, Kami Huyse wonders what the true goal of online media undertakings should be. That is, when Mentos launched its wildly popular MentosIntern.com site earlier this year, was the desired outcome just the millions of hits the site received? Obviously not, the point was to raise awareness of the product, which would ultimately drive sales. “Which brings me to a final point, which is that a good campaign has goals that measure outcomes, not outputs. In the end, a successful campaign has nothing to do with how many "friends" you have on Facebook, or how many "followers" on Twitter, but rather on how many of these are converted to a more positive attitude about your product or service that leads to a behavioral change - namely, that they buy the product or contribute to the cause.”