News Corp., Warner musique, Wendy's, Nike, Honda et Coke sont parmi les exemples cités. Du côté canadien, on mentionne la Scotiabank (dont le directeur des digital media a son propre blogue) et Petro-Canada.
In Canada, no less an established entity than Petro-Canada followed such a tactic with a series of "Pump Talk" advertisements, in which the company explained why gas prices rise and fall as they do.Les résultats sont positifs selon le porte-parole. Les vidéos sont postés sur leur site (ici, en anglais, et ici, en français) ainsi que sur YouTube (ici, en anglais, et ici, en français). Mais il peut y avoir des conséquences imprévues. Tu veux "faire partie de la conversation", tu vas payer pour...
“The video was employee-inspired,” said John Hamilton, Petrocan's director of downstream communication. “Gas pricing has always been a debate, and it doesn't lend itself to bulky pie-chart answers. We realized our employees could explain it better since they're always getting cornered at barbecues on the issue.”
The spots, which look more like home movies than a slick ad campaign, feature Petrocan employees speaking directly to a camera.
“We wanted to be part of the conversation,” Mr. Hamilton said.
One of the unforeseen consequences, however, has been how to handle the heavy volume of responses. “I have about 300 e-mails I need to follow up on,” Mr. Hamilton said. “People do need to feel that if they ask a question they should get a response. But, absolutely, we'd do it again.”Disons que c'est un beau problème à avoir.
“We dipped our toe in the water and it was not as scary as some might have thought,” Mr. Hamilton said. “It's not a fit for every corporation, but for us it was appropriate.”