Saturday, December 18, 2010
Not sure why I said that, just felt like it after seeing Mercedes-Benz use Facebook to promote a Tweet contest. Integration! Except, for the brand concerned about attention to detail (I worked on them in the past), the curly Q quotes on “Like” scream type noob. Amazing what a digital age still doesn’t know. Yeah, I know, amazing what people like me still care about. So let me throw some more confusion out: You have to like them to find out more information about this amazing Cannonball Twitter run, but like most contests, the rules say no purchase required to enter. But... I won’t enter until I find out more. In other words, if the proverbial *we* have now assigned a value to likes and followers, then my giving up a like has some value to the brand. (Otherwise, why would they be asking for it?) By doing so though, they’ve unknowingly lumped that value in with the idea of purchase. They’re not the first brand to apply old school sweepstakes thinking to social networks, but for a brand focused on details, it’s one that highlights a lack of seamless integration.