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Stormhoek Sponsorship of Gapingvoid Widget is a Sea Change in Marketing

The cartoon from the gapingvoid widget that you're looking at is a sea change in online marketing and advertising. Like everything else about marketing on the Internet, it is sure to pass right over the heads of big, clueless ad agencies

Hugh Macleod of gapingvoid has been handling the online marketing of Stormhoek wine, a $10 bottle of wine with a scew cap that has become the unofficial geek wine. It's been marketed to bloggers, many of whom were sent a free bottle, and through geek dinners. The company aims for 100 geek dinners in 100 nights.

A month or so ago, Macleod launched a widget that allows anyone who wants to run his cartoons on their blog to have them fed automatically to them whenever Macleod pens a new one. He said at the time that he might have to ask for some money for the bandwidth, but was making the widget free for starters.

Today, Stormhoek became the sponsor of the widget, paying for the bandwidth and sparking what will undoubtedly be a revolution in advertising. No blinking banners, no annoying pop-ups, no BS, just useful information, packaged in a way that makes it helpful, interesting, and fun.

You don't even know that Stormhoek is the sponsor until you click to enlarge the cartoon. But, since the cartoons are so compelling, it is extremely likely that you will click on the thumbnail and see the Stormhoek message.

The concept is brilliant: offer people free content they already love and want to share with their readers; have a low-key sponsor whom they also know. Let the concept and the content spread virally. Brilliant!

Categories: Alternative Marketing

BL Ochman | Jul 19 06 3:54 | TrackBack (0)

Comments

Hi BL:

When we doing your non-Stormhoek dinner for non-drinkers. There is still lots to talk about without being socially lubricated...

Jason

Posted by: Jason Korman at July 20, 2006 6:20 PM

Hi Jason: Yes, let's do it. when will you be in New York? I'd love for you to come to the dinner.I'll set it up if you'll join us.
BL

Posted by: B.L. Ochman at July 20, 2006 10:07 PM

I agree with what you are saying.

Alot.

I even made myself a t-shirt with the subject cartoon via cafepress.

My issue, where do I buy the wine. I don't want a call to action but when I want to take action I don't want to work at it.

Posted by: Lance Weatherby at July 21, 2006 12:28 AM

I agree. I'm certainly no fan of sponsorship or a convert to its effectiveness but this has a light enough touch to be different. Not enough of the cartoons mention the wine business directly for it to be blatant, but some will and that reinforces the Sormhoek logo.

Posted by: John Dodds at July 21, 2006 11:32 AM

Unlike John I am a huge fan of sponsorship when it is done right and provides value for all involved. That is exactly what this does.

Posted by: Rick Calvert at July 25, 2006 11:25 AM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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