When people talk about campaigns being exposed, what they’re seeing is the revelation of the intent behind the activity. Julian Cole talked about a Ford ad last week which summarised this perfectly. Ford had made it reasonably clear their ad was fake and they were just having some fun, prompting Julian to write.

people enjoy…content for what it is…This is a great example of why full disclosure works in the social media space.

The intent here was to entertain, not to fool. The result is engaging and hats off to Ford for having the stones to do this, and not have an intent to deceive at the core of what they were doing. The added bonus here is they get blogged about for All The Right Reasons(TM), and what could be better than that?

So, we’ll refer to it as intent, but what is at the core of the campaigns you’re building for the brands you work with?