Archive for the ‘ local ’ Category

Exotica And The New Paradigm

March 8th, 2010 was a special day for both the advertising industry and social media users in Lebanon. Were it not for the sake of avoiding hype, I would have gone as far as calling it ‘historic’, for that day marked a new era of relationships between local brands and their audiences.

On March 8th, 2010, billboards carrying Exotica’s Mother’s Day campaign changed faces, not in response to the whims of disgruntled traditional media, nor to the disagreement of a sell-you-conservatism politician, but in response to the honest, candid, and real time feedback from social communities (namely Twitter) and the Lebanese blogosphere.