How Campaignable is Your Campaign?


There are people who would argue, and probably rightly so, that the “new media” makes the traditional concept of campaigns less important. Used to be that it was really important that all of your communication worked together, looked the same, had a “big idea.” Now you can get away with putting out a bunch of smaller ideas and hoping one of them takes off.

Still, it’s nice to see when an idea is campaignable (I look for at least a few examples of that in a student’s book). This morning, I came across the full set of tv spots for the classic Miller High Life campaign on director Errol Morris’s website. It has 80 spots. 80! This campaign is one of my favorites, but I was shocked to see how many they’d produced.

ESPN Sportscenter also comes to mind as great, long-running campaign. Do you have any favorites?