Volvo C30

I used “New Media” in inverted commas because it really isn’t new anymore. There’s also this Web 2.0 jargon being thrown about. It’s the web. It will evolve. It is the mainstream media and will continue to replace and supplant old media.

Anyway, I was personally impressed by the recent campaign, which incidentally I got via eDM for the new Volvo C30. Marketing Interactive had a summary of the campaign here. See the actual campaign here.

The internet has given rise to citizen journalism and an exponential growth in “Word of Mouth” (WOM) information dissemination. In the past WOM would have been restricted to your immediate social circles but the internet puts the power of publishing in everyone’s hands.

Hence, a wired person will typically (anecdotal evidence) surf independent review sites and blogs before buying a product and be wary of marketing information from manufacturers. For example, when I bought my Canon Digital SLR, I relied on bloggers information and the independent review site Digital Photography Review and not once did I got to the Canon Website. Why would I when I want impartial information?

So, Volvo’s decision to allow users to submit self created UNCENSORED video interviews is a very mature and enlightened way to go in my opinion.

I’ve maintained many times (including an article I wrote for Marketing Magazine here) that the internet as a medium will force manufacturers to be more transparent and focus more on product quality and service delivery. I think Volvo here is very confident of their product and hence brave enough to launch this campaign. It is the right thing to do, of course, since even if Volvo didn’t provide this platform, the information would have appeared in blogs, in car forums and other digital platforms.

Well done, Volvo.