1. Big Ideas

1. Brands won’t find success in viewing other brands as competition.
In the new brand world, brands are competing with pop culture.

• Old Spice: “The Man Your Man Could Smell Like” went head-to-head with other popular YouTube viral videos
• Axe: “GameKillers” competed with other prime time TV shows

2. Brands must interact with consumers in the way consumers interact with each other. It is more valuable to connect with communities than individual influencers.

• Old Spice: Twitter Response Campaign got better responses from online communities like Reddit and Digg than from celebrities like Perez Hilton and Ellen DeGeneres
• Axe: “GameKillers” reached out to consumer communities through MySpace and a college campus comedy tour.

3. Ad agencies don’t make campaigns popular (viral), consumers do.

4. Campaign transparency encourages consumer participation and conversation.