Why would someone use television ads, billboards, and print to drive people to online and social media sites? 1) For the right audience, social media has lots of advantages, speed of dissemination, trust, interaction, expectations, collaboration, and emotional investment in user-generated content, engagement, curiosity, or 2) you are trying to look very hip and don’t care if it motivates action. The ‘Hang in there Jack’ campaign is one very effective example. It successfully crosses from traditional media to the Internet (Hangintherejack.com) and social media applications such as Facebook, Flickr, and Twitter and invites a relationship with the user by encouraging user-generated content via different avenues: comments, videos, text messages, and snail mail get well cards. By doing this, it shifts the focus of the advertising message from the company (Jack in the Box, Inc.) to the user. Jack is now the vehicle for dissemination not the primary message. The hand-off from … [Read more...]