Napster – Getting the Marketing Right (and Wrong)

Don’t you just love it when the world turns upsidedown? Napster dropped a bundle on a failed advertising campaign at the SuperBowl a week or two ago:

Napster’s Super Bowl ad voted the biggest loser The Register
Napster has been awarded the title of Super Bore by viewers ranking the advertisements from last night’s football championship.
Napster’s ad – which claimed it costs $10,000 to fill Apple’s iPod with music and just $14.95 a month to rent as much music as possible via Napster’s new To Go service – placed last in a survey taken by USA Today. Companies paid close to $2.4m for a 30-second spot during the Super Bowl. Napster’s commercial trailed all 54 other spots, according to the people surveyed by the newspaper.

But their viral marketing campaign Napster Strip Tease – incredibly hot and sexy (no censors in cyberspace) – would’ve cost them next to nothing to distribute and is still zinging around the ‘net a month or two later.

Isn’t it ironic that it’s Napster that made such a boo-boo? After all, they were the company that first introduced the possibilities of peer2peer distribution!

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Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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