| BUSINESSWEEK ONLINE : MAY 15, 2000 ISSUE | ||||||||
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| BUSINESS WEEK E.BIZ -- MANAGEMENT
The Power of Digital Storytelling Digital storytelling is the hot new trend in online marketing. By posting evocative personal stories on the Web--told through voice, video, music, and text--companies are trying to engage customers and build brand. Here's a sampling of how it's being used: OXYGEN MEDIA A team, dubbed ''Our Stories,'' solicits user tales about everything from diet nightmares to blind dates from hell. Example: Barbara Wagner's story about how her craving for chocolate landed her in the emergency room. It attracted hundreds of people to the site to share their own stories and prompted thousands of e-mails. COCA-COLA Solicits stories they not only post on the Web, but at Coke's digital storytelling exhibit in the Atlanta headquarters. Example: Indiana housewife Iris Bell's tale of her dad's lucky Coke bottle, which traveled with him through World War II to Burma, back home to America, and survived a house fire. Says Iris: ''The bottle was daddy's good-luck charm.'' LONG HAYMES CARR Ad agency collects personal stories from users of client products and presents them to clients to help them create innovative ad campaigns. LHC also uses digital stories internally, to get ideas for online accounts. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP |
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