[VBbuilders] Mornflake clarification

[Andrius Kulikauskas]

Franz Nahrada wrote:
> I also think of Andrius and his information ecosystem and wished he would
> make his standards of action more understandeable. I had a long discussion
> with him last night and it worries me how difficult it is to agree on
> terms of usage that make sense for all sides. Its hard to point to the
> Mornflake example when the goals of the campaigns were not reached,
> because of unrealistic expectations.
>   

Hi Franz,

I don't know what you mean by "standards of action".

Regarding our Mornflake work, what you write will certainly confuse 
people, and so I clarify.

Minciu Sodas worked for Leon Benjamin and The Law Firm. They are very 
happy with our work, see Leon's post where he comments:
" I’ve been working in the online community space since 2001. In that 
time, I've never seen such a successful approach to seeding and 
community outreach. Nor have I seen a report as comprehensive as this. 
The social web is a crowded place and even well known brands with big 
budgets underestimate the effort and skill required to achieve high 
levels of participation."
http://winningbysharing.typepad.com/oaxaca/2010/02/some-learnings-on-community-outreach-and-the-value-of-authenticity.html
http://www.worknets.org/wiki.cgi?MornflakeOutreach

In this work, Leon and The Law Firm worked for Mornflake cereal. Before 
Minciu Sodas even started work, Mornflake was told by The Law Firm that 
the online video contest would get 100,000 registered users. Whereas 
ultimately the total number of views for all of the videos was about 
4,500. This unrealistic, unfortunate, unhelpful goal has nothing to do 
with Minciu Sodas's work - we didn't endorse this goal, nor were we 
pressed to, and we were a small part of the overall project - but our 
work was well received by The Law Firm - and they were very good to us, too.

Leon also put the overall project in perspective:
"A big UK household brand, Oxo, commissioned a video competition around 
the same time as Mornflake’s where its winning entries were aired on TV 
during the X-Factor finals. Mornflake’s campaign generated more videos 
in less time, and almost certainly at less cost. This is the value of 
authenticity."

Andrius

Andrius Kulikauskas
Minciu Sodas
http://www.ms.lt
ms at ms.lt
+370 699 30003