Oriol Gifra

Last week I was as speaker at eWeek (sorry, program not available in english) organized by University of Vic, a conference week on different digital topics. In my conference session the topic was related with crowdsourcing and how Internet is changing the traditional advertising model.

To illustrate that, my colleague from Cyberclick, David Tomás, showed the following funny videos related with Pepsi ad from the World FIFA Cup 2006.

The official video (below) investment cost around 20 Million $ and got (up to now) aroud 500,000 views.

David told us that when Pepsi saw the few views, called a couple of funny chinese guys to spoof it. The cost… a free T-Shirt for them and some Pepsi… the result?… around 3 Million views.

Now, the question is… what’s happening?. Is it about money?.

No, money is not the success key on Internet. If you want to succeed online you will need CREATIVITY, a lot of CREATIVITY!!! And this is true for any business. Do you remember the case of  Blendtec videos?.. Here is an example:

 Remember… marketing is not only Analytics, SEM or SEO… is also about Creativity!. I say that because I do not see many posts within the marketing experts regarding this issue, and I think it is a really critical point.