I just found a perfect example of post-media advertising I think.. you hear a lot about how big companies realise that big-media commercials and ads are exhausting themselves as means to reach consumers, especially young ones, and how they are mining all kinds of creative branding strategies. Like sponsoring club nights, the more effective when the less visible, etc - not about shoving ads in people's faces but about making them associate the hippest night out with the brand - and online of course. On MySpace: brands and products creating their own MySpace profile, bonding with consumers one-on-one by attracting them as "Friends".
They pretty clever - it works. The best I seen so far is
this one, by a new drink from Sprite. No trace of the standard MS layout. The rather blunt "hypnosis" theme is actually a follow-up from a (to me, at least) truly obscure little ad that appears in the MySpace "Featured Profiles" every once in a while - basically a pic with a bouncing then glowing lemon announcing that "subliminal advertising" is now starting. I was curious, had no idea what it was for, found out. Is how its works.
Moreover, "sublymonal"s About me/interests/details sections are actually kinda funny in a low-key, surreal/ironic way. And they put up Talib Kweli as music. And put real MySpacers in the featured Friends section.
And what kinda struck me is how, yeah, there are indeed 160 MySpacers whove already registered as Friends. The Comments section is intriguing. People actually interacting with the page like they would with an individual. All tongue in cheek and joky of course ("me and 7up are just good friends now!! Please baby, U gotta believe me!!"). But still - I dunno - there's something striking about all these people talking to a brand like with a person - like, as with as self-evident and equal a part of their social scene as the bouncer of the club or that guy thats always at the end of the bar.
I mean, there's all these people there who do, after all, make the effort of sending a Friend request, and then returning again later once accepted to make a comment; to say "yo dude thx the add , sprite rulz!", or "I LOVE YOU WITH ALITTLE VODKA YOU MAKE MY WEEKENDS COMPLETE!!!!", or even just, ""This is Gods favorite soda, how do I know? He told me."
Something.