I recently explored an online braded community, as per the directions for my newest assignment, White Gold. This websites entire focus is a campaign to inspire the consumption of milk. The web address directs you to a sight with a link to the “Got Milk?” website in the bottom right hand corner and a link to the rest of the website. The site is flashy, attention grabbing, primarily white with gold (surprising), and not entirely direct with the campaign’s intentions. Once you enter the site, a mock rock band named White Gold has different songs you can select, at the top of the screen with icons, complete with music videos with lyrics about what else: milk. While the campaign does not make particular sense the target audience seems to be a younger age, with lines like “you’ll grow…” insert different items. Advertising always is aiming to hit target audiences and discover new ways to break through the clutter; and well the online branded communities definitely have a new approach.
While I feel the website definitely put fourth a lot of thought and effort and was successful in grabbing my attention I dislike the idea of it. First of all, I would never have been surfing the web and found this site; furthermore, if I had I would not have clicked on anything and I would have exited out. Second, overall while visiting the site, I felt the lack of substance and overall intentionally cliché atmosphere was somewhat irritating.
The online branded community did however do a good job of what every advertisers goal is: breaking through the clutter. Establishing an entire website devoted to one campaign where people can navigate around and interact essentially with the site. It provides a way to entertain the viewers and keep them drawn in and thinking about the campaign for longer.
I don’t buy milk currently, despite the efforts of this ad campaign when I go to the store tonight, I’ll still pick up my favorite kind of Soy Milk. The new branded online communities are introducing a whole new level to advertising, which will just keep the business evolving. A new niche will just provide more jobs for a growing population. Even while I don’t feel the White Gold ad worked effectively with me, there is no denying that the idea of branded online communities are a good idea for advertisers to jump on board with- especially with our ever evolving technological era.
Jessi
