While I think the webisodes are funny and entertaining, will it bring Kraft the desired effect of getting businesses to use Tassimos in the workplace rather then just at home? Possibly. I watched the first video and I got bored fairly quickly. There was little mention of Tassimo and what it can do until well into the video. What I did like was the contest that was encouraging web visitors to submit stories about their own Bobs to win a prize. We'll see if this site brings about the desired objectives but I think it's a step in the right direction on how to use video and user generated content (of course the fact that I'm blogging about this probably helps. You can thank me later Kraft).
Using Paid Search to Enhance the CampaignI would use a tool like WordTracker to see which terms are searched on the most in search engines like Google and Microsoft but Tassimo may want to consider creating sponsored ads on Google for Keywords (have you checked out www.google.com/trends? it rocks!). I checked out SpyFu which tells you which keywords your competitors are bidding on. They don't seem to have any Google AdWords that are specific to this campaign. Here are some examples of keywords for Kraft to consider if they go this route:
- Crazy co-workers
- Coffee in the workplace
- Bad coffee at work
- Who hired bob
- Don't you hate when someone drinks the last cup of coffee at work and doesn't make another pot? Don't you want to find that person and hunt them down?
Webisodes and B2B CompaniesThe budget for this Tassimo campaign is probably out of the reach for most companies and is most likely only doable on the B2C side. However, B2B companies are creating entertaining videos to draw attention to their product and services. Here are a few samples (click on these - they're great!):
- Get the Cat by Lawson Software. This is a good laugh.
- Bob Kent by Bluecoat Systems (by far the funniest - why is it not on YouTube?)
- NetQoS Netcosm by NetQos. The success of this campaign was featured on MarketingSherpa.