Thursday, June 28, 2007

Hoping for Phase 2

Fedex launched a new campaign that drives consumers to Fedex Stories, featuring online videos of FedEx employees telling stories how they have helped customers.

They want to create a global and, at the same time, personal brand image of their service offerings.

The stories are engaging, interesting enough to keep me around for a while and made me click on another one to find out more.
The Flash execution is sub-par, takes way too long to load and their abandonement rate must be extremely high.

I like the tagline “Shipping is Global yet Personal” but wish they would have offered the opportunity for consumers to share their experiences, maybe even talk about and connect with the FedEx employee featured in the videos.
How about a Phase 2?


Dan Schawbel said...

Interesting promotional concept. I think it will help them before of the personal touch or the employee's personal brands helping elevate the corporate brand.

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