These days there's a "back to school action" for Het Laatste Nieuws. Pretty straightforward: collect points and get an MP3 player. Now like most cheap MP3 players this one kind of looks like an iPod. The action is heavily pushed on TV, so my daughter knows it by hart.
When I got home today, she was utterly disappointed. After taking a closer look she 'discovered' it a 'fake' iPod, and only holds 40 songs. So how does she think about the action and the brand? "Het Laatste Nieuws are imposters!" (Het zijn bedriegers)
One more critical consumer from the Participation Generation that is not tasting the traditional marketing approaches ...
