The guys over at Mashable have a cool little piece on how the corporate website is irrelevant – a concept similar to The Siteless Site that I’ve mentioned earlier. Some key takeouts about the campaign:
- Call to action was sign-up on a Facebook FanPage.
- Strong advertising budget – little reliance on virality for acquisition but still used the Facebook news injection feature.
- 350k people signed up to the Fanpage
- Risky as it could end up bombing if the two players don’t head up against each other.
The Glaceau campaign fits in perfectly with the siteless site concept. It will be interesting to see what Glaceau does with the users/fans once this campaign is over, as they could easily rebrand the site for a new campaign.