Here’s a story in the NY Times (reg. req’d) about Nissan’s effort to leverage non-traditional and social media and new techniques to sell more cars. Here’s RPA’s interactive social-media destination for the new Honda CRV.
WalMart just shuttered its “social networking” site after three months, saying officially it was just a back-to-school promotion. But the company didn’t give it a long enough leash to really develop.
As marketers grapple with how to reach audiences that are fragmenting and looking to the Internet more and more for entertainment and information, these experiements will proliferate. But as WalMart discovered there’s no “formula” that can be tapped. These sites and campaigns have to be created sincerely and executed very thoughtfully.
