DiddyTV, the branded YouTube channel from hip hop personality Diddy, has not exactly been received with open arms. In fact, it's been the subject of a number of parody videos and nasty commentary from YouTube users. While Lynne Johnson at Fast Company says that it could be worse, it does point to just how delicate the touch of marketers needs to be when entering social networking and other such sites. The discussion of such tactics is the subject of this New York Times story that talks about the encroachment of marketers and advertisers onto MySpace and other sites. The key, of course, is that the advertising needs to be relevant and add value to the user experience. Successful campaigns seem to be the ones that don't get in the way of users as they do what they came to the site to do in the first place.
Of course don't tell that to the actual users who, according to this story, are ignoring the advertising they're bombarded with and turning instead to the peer recommendations their friends are sending them.
1. The problem with Diddy's "masquerade" is that it is so fake. One can forgive Paris Hilton and her shameless self-publicity stunts because what we are seeing is exactly that - a publicity stunt. Diddy hasn't been in the limelight or had any notable projects for as long as I can remember so for him to suddenly re-appear, on YouTube, the home of "consumer" generated content, is very dubious. Marketers take note - YouTube was not created as advertising vehicle. Today's consumer is not easily fooled. Anything that poses as a fake is quickly found out, like the NY billboards with bogus cheating messages, last week's Wal-mart/Wash Post journey/blog and of course YouTube's Lonelygirl. The public is very unforgiving. No likes to be "had" and the backlash is severe. Marketers should take heed.
Posted at 9:41AM on Oct 17th 2006 by Joane