There is a fine line between encouraging consumer involvement and begging for it and some pro con-gen marketers are starting to setp over it.
Of the 1,700 videos dropped off at the NFL's doorstep, Gino Bona's idea was chosen for the coveted 30-sec spot on Feb 4's Super Bowl. The Bills fan claims he tapped into his own "pathetic emotions" to illustrate how bummed fans get when football season ends.
Bona's also the biz-dev director for up-and-coming marketing firm Garrand.
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