Jim...you didn't get the memo? You must be off the list.
Here's what you missed-
http://www.sunlightscam.com/downloads/TanningHighlights.wmv Brian...I have posted elsewhere, my favorable opinions on this topic. These open forums are not the right place to be discussing this type of strategy so I wouldn't expect too many of the donors to be posting here.
That said, here's as much as I'm willing to say publicly.
I put a few bucks towards this campaign and I believe I got my money's worth. Is that a valid criteria by which to judge?
There is no question that the media representation after the fact could have been handled much better. I believe a real opportunity was lost there, and I concur with the poster who said we should have had an MD representing our side.
That said, I believe it was a decent first volley.
I was drawn to the campaign for two reasons. I liked Berman's approach in "starting the debate" and their concept of "earned media".
I believe they delivered on both.
This was the first time in the history of this Industry that an advertising campaign gained national media attention.
This was the first time in the history of this Industry that we were on the offensive, claiming the link to melanoma was hype and unfounded.
Berman's ad made it to every major outlet and we were given the opportnuity to defend this position (albeit a poor defense using the wrong defender), but nonetheless, they started the debate, as promised, and they got national coverage in the process, as promised.
Much like Iraq, the after-party was poorly conceived and poorly coordinated. Is there room for improvement going forward? ABSOLUTELY!
Will it happen? My hope is that it will but I guess we need to wait for Nashville to hear the next step.
In the meantime, this campaign provided me with many learning opportunities. It opened my eyes as to what is possibe. What we should say, what we shouldn't say, who should be saying it, and how to get our message amplified through earned media.
These very valuable lessons can be expensive, but if you pay close attention, there is much to be gained for each of our own marketing campaigns.
In short, I got my money's worth...and I dare say that most of you who posted got theirs as well.