09 November 2007 Sparkling Shampaign
Well here I give you the first ever use of the word…
a campaign where the brand or product remains unknown until later revealed through subsequent marketing
The word shampaign is a portmanteau of the words sham and campaign. An online dictionary defines the word sham as “something false or empty that is purported to be genuine” and “one who assumes a false character” which I believe is somewhat appropriate and allows for a good play on words.
Shampaigns have become increasingly popular and will continue to do so. As viral marketing becomes mainsteam, we will see more and more shampaigns as this is a technique that creates talk and can successfully carries consumers from one media to another, for example a television commercial to a website.
Just recently we’ve had Cadbury Schweppes’ ManCans campaign…