Comments on: NATO goes viral

By: Horror at the the polling station – Kosmopolito

Horror at the the polling station – Kosmopolito — Thu, 07 May 2009 11:07:51 +0000

[...] First. the numerous EUtube experiments by the European Commission, then the attempt by NATO a couple of weeks ago and now the European [...]

By: Fanny

Fanny — Tue, 07 Apr 2009 13:47:06 +0000

I am not sure if NATO wants to be perceived as a “cool” military alliance but it definitely tries to reach its target audiences with scenes and locations they can identify with. In this way, NATO is not only be seen as an inviolable institution that fights for peace and stability somewhere abroad but as a “partner” or “friend” that is at your side in case of war or conflicts.

Maybe the three spots of the online campaign get a different fedback in the United States, but as a German student I could imagine that Europeans will not like the spots.
To make that clear, I like how the spots are made although the style of each spot is very aggressive and plays with a strong confrontation of anxiety and joy. The message is “We want you to live in peace and security and we will fight for that all over the world“ which definitely needs a strong concept to be transferred to the public. In this way, it is not the design that holds me back from sending the videos to my friends or post them on my Facebook profile.
It is the topic “war” itself that scares me and that I, based on German history, try to avoid. I cannot connect it with something good, but only with death and destruction.

In this way, I am wondering if the three spots get the same feedback in all 26 NATO-member countries and how intense the cultural background of each country impacts the perception of the ads. That would be an interesting point for more research.

By: How NATO Wants to Reach the Younger Generation « International Public Relations

Mon, 06 Apr 2009 08:10:28 +0000

[...] written on blogs like Kosmopolito.org or on professional PR Web sites such as prreport.de, the opinion of PR practitioners in Germany [...]

By: Corina Murafa

Corina Murafa — Thu, 02 Apr 2009 16:03:43 +0000

It’s difficult to find really good specialists in institutional communication. It really is. And it’s also very difficult to measure the impact of communication campaigns. My gut feeling would be that the campaign misses the whole point of NATO and of the war setting it’s generally working in… the communication channel is important (and in this case it might not have been the most appropriate), but respecting the essential attributes of the brand is crucial. However, it’s difficult to measure impact, as I already said.

By: Tacta

Tacta — Thu, 02 Apr 2009 03:18:38 +0000

Totally reminds me of 1984. War is peace. You need our bombs for your freedom.

It won’t go viral on facebook because war and military alliances are not perceived as “cool”. You can sell the army with slick commercials, but the concept of military intervention is much more difficult to sell, especially after Irak or Afganistan. Which is good news btw, and why this whole EEC/EC/EU business started in the first place.

By: Daniel Florian

Daniel Florian — Tue, 31 Mar 2009 16:09:01 +0000

A questionable approach to #publicdiplomacy: “NATO goes viral: http://tinyurl.com/dlf2lm” (via @Anda19)

By: Jacob Christensen

Jacob Christensen — Tue, 31 Mar 2009 15:18:27 +0000

RT @kosmopolit: RT @Anda19: NATO goes viral: http://tinyurl.com/dlf2lm

By: Anda Mihai

Anda Mihai — Tue, 31 Mar 2009 15:12:27 +0000

NATO goes viral: http://tinyurl.com/dlf2lm

By: Eurocentric

Eurocentric — Tue, 31 Mar 2009 15:09:37 +0000

I never realised how cute and friendly a military alliance NATO is…

Why, this has changed my whole perception of them.

By: Julien Frisch

Julien Frisch — Tue, 31 Mar 2009 12:27:34 +0000

War goes viral – the NATO virus. It already made Strasbourg, Kel and Baden-Baden-Baden ill by organising its 60 years celebration there this weekend…