Agency still not getting it

The agency, Big Interactive, responsible for the poor outreach mentioned previously for Rolling Rock Beer is back again, obviously failing to read the blogs it’s pushing to. The latest over at YesButNoButYes:

I was just following up to see if you had any interest in being a participant in our Rolling Rock Affiliate Campaign that we are doing. I really thought your site fit this campaign perfectly and I was sorry to see that your name wasn’t on the final list of participants. In case you didn’t reply because you did not receive the original email I’ve added it below. Hopefully we will be able to work together on this!

A commenter on the latest instalment proposes that they may not have met their target yet, as this mention from Stephen at FutureAngels.com implies, they were still sending out the initial email late last week. From the conferences over the last few weeks, there are still so many agencies out there who want to know how to market to bloggers – but there is a lot of information available, pity this team did not use it.

The video has a front page placement on YouTube today and is not doing too badly in the views. It’s interesting that almost all the placements I can find about the video use the YouTube link and embed, not the Rolling Rock link. Actually, given that the YT deal is ‘paid’ media and the blogger outreach often falls under a different budget, are these 2 parts of the campaign even joined up and by the same agency? I’ve found only 1 link to the ‘official site’.

They are also being disingenuous with the claim that this was banned from TV. It’s too long a cut for the average commercial and the content would never get past the TV approvers – the agency would know this and wouldn’t even try. This is a made for the web commercial and everything they are doing is to trigger viral distribution behaviour, aimed at the target audience of the the beer, young men who spend a lot of time online watching video.