Faris Yakob of Naked, has, alongside his friend Ben Richards, published a very interesting article, called ‘Advertools’ for US publication Media Magazine.
Basically Faris and Ben argue that brands need to provide more than a message and an image in their advertising, they need to provide a service too. And don’t forget that the service can’t have any strings attached. An advertool is therefore:
“…a communication channel, created by a brand, which offers in itself a functional utility to consumers – free, and with no strings attached.”
They argue that Google are kings of this and cite the following as great examples:
Google Desktop, eBay Watcher, Honda Mobile, Yutaka Loves London, Verizon Beatbox Mixer and Google Spreadsheets.
Other advertools that I can think of are Run London and Fruitstock, although these are obviously offline versions.
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