This campaign is indicative of the new approaches dotcoms need to take to get the attention of the ad-wary Internet user and magazine reader. Her site exists as a na ve, young network for teenage girls who get to watch Kathi read poetry, philosophize, etc. This practice is very similar to the way advertisers find trends and fads in society, then employ them in ads. Hallmark's key is a quick turnaround of trends through the use of tone, mood and language in its cards and products. It's important to not date yourself too quickly.
Nothing is worse than an out of date joke or reference.
Hallmark has been very careful to forecast what is NOT popular as well as what is and to understand the effects of public backlash. Have Your Say. Take Part In BrandEra's Discussion Forums. All exhibitor material copyright maintained by their respective copyright owners.