Marketing platforms. Are you one?
Posted by: Shajey on: February 7, 2007
- In: Uncategorized
- Comment!
I have once discussed about Paris Hilton being a marketing platform. [here..]. I see a lot of you interested in marketing skills of Paris and how is she a platform player. So here goes a little more details on marketing as a platform. But here are few words ooops pictures form our sponsors.
Just like YouTube and MySpace.com Paris Hilton is a marketing platform. Any product associated with her gets benefits and to protect their interest they encourage her success.
Remember diet Coke and Mentos vide on YouTube. A user made this video, uploaded on youtube [platform] and started a viral phenomenon of alike. Now someone sitting in Coke’s marketing office is smiling and collecting additional orders from thirsty youtubers.
Here is what the guys who wrote the book Marketing Playbook: Taking the mystery out of marketing have to say about platform play:
In Marketing Play you generally choose to ignore the competition, or even coopt them. Instead you win by becoming a Platform from which a whole industry can win too. You win by making it easy and profitable for others to ally with you and painful for them to let you loose.
Coming back to Paris Hilton, now when Paris Hilton talks about a product in her “Paris style” outbreaks, she is acting as a platform. The product gets free publicity and I am sure this favor never gets unnoticed.
So here is benefit of being a platform, minis.
Tags: Marketing, Celebrities, Paris Hilton, Platform, Minis, Mercedes, Branding, Play
4 Responses to "Marketing platforms. Are you one?"
[...] By the way in the marketing world we call this a Platform play. And here are more details about how Marketing Platforms. Are you one?. [...]
February 11, 2007 at 6:47 pm
Your colleague is not atypical; Paris Hilton is the top of mind.
In our new world of communities, influencers like her are way more important. Imagine if she blurbs against a product or chooses one over the other; how her followers (influencees) will react to it? Imagine the dollar value her influence has.
Isn’t it interesting times we live in?
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February 7, 2007 at 9:21 pm
Like that perspective. She is a platform. It’s very much like being first in category or inventing one. How much of it is planned and how much of it is luck, we’ll never know. I also blogged about Paris and product placement after I asked some colleagues who is the best person to be seen with your product at launch. She is very top of mind.