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 RegisterNapster has been awarded the title of Super Bore by viewers ranking the advertisements from last night’s football championship.Napster’s…

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.
(here)

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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