> A Note: The article does not explicitly mention that Virgin APPLIED to
> become an official i-mode site before or after December. It
> says that AFTER the Harajuku campaign was a failure, the marketing
> company WISHED it had been on the menu. Understandable.
A couple of points of clarification: one is that the development of this project was done to a very tight timescale - the i-mode side of the project was completed in 3 weeks from start to finish. Someone applying for a listing on an i-mode menu, even in a transparent application system would/should expect the application process to take longer than this. It also helps to have a system to show before you apply :) Especially when the system gives out prizes i.e. if something goes wrong, it could go spectaculary wrong.
The other point is one of measuring success or failure. From a point of view of measuring unique users the low hit count certainly looks like a failure. However from a collumn inches point of view, which appears to be Virgin's perspective, this project was far more effective than spending equivilent amounts of money on a more traditional ad campaign.
A minor point: what the low hit count does not account for is repeat (compulsive?) behaviour by users.
Interesting thread btw.
Regards,
Jan
(Some friends at GomaGoma designed the system)
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Jan Chipchase
Associate
http://www.gomagoma.com
Email: jan@gomagoma.com
Tel: +81 (0) 3 5494 7555
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Received on Tue May 8 09:15:01 2001