Review of SoaP
My good friend, Chris Thilk has wrapped up Snakes on a Plane - possibly the most blogged about, buzzed about and written about campaign ever. Good thing too, because instead of thinking "what more can be written on the subject?" (like me) he does a great job pointing out why and how it has worked.
They didn't get in the way of the identity being built for the brand through the ongoing discussion. They let people define the how, why and what of what was being said. So many marketers still, in the age of blogs, YouTube and MySpace, convinced that they and only they should be allowed to communicate any sort of marketing message. They think word-of-mouth is useless unless it's one of their budgeted and planned programs that started the WOM. New Line? The only thing they had to do to start buzz happening was green light a movie with the name Snakes on a Plane. They knew they weren't in charge of the campaign for this movie, that the net denizens would be in charge.
Amen.
