The rather nonsensical title of this post is to inspire you by highlighting the creative heights that celebrity laden brand videos now deliver....
Old Spice's Muscle Music
6M views as at Sept 1st 2012: Youtube/Vimeo - official pages only.
Stop Press: now at 9M as at 6th Jan 2013
Ford's Random Acts of Fusion
90K views (as at Sept. 1st 2012 on Youtube) - 5 videos in the series.
Stop Press: now at 1M as at 6th Jan 2013 (many, many more videos)
Its great to see Ford's passion for episodic scripted storytelling, self deprecating humour, and sharp casting (with Joel McHale, Kate Micucci and Ryan Seacrest).
Just don't ask for an ROI, what the budget was, or define the quality of their work by the number of views.....(and for the record no one at Ford asked me to write this, and my current car is from a Japanese brand)...
9.4.12 - Stop Press: So, if you have gotten this far you must believe that the strategy and metrics driving this campaign go far beyond 'viral video/youtube views'.
1.6.13 - Stop Press: ...So I can't leave this campaign alone.
Immerse in the stories, exercise your right brain. Have the courage to tell [yourself/Director/CEO/VP/Manager/yourself] .........why you're not doing something with Pinterest right now. Because you've got fundamental strategic stuff to take care of first....right ?
|Cubanitas - Milwaukee|
|Hong Kong - Taxis|
|Hong Kong - Langham Place Hotel|
- H1 = Head: its what you THINK about a brand or collection of brands, perhaps interested and aware of some more than others. This is dangerous territory for a brand - as on the journey to a choice the consumer can easily be swayed by logic, price, time, convenience, competition,out of stocks, bad service..... and all other sorts of everyday distraction.
- H2 = Heart: its how you FEEL about a brand...a huge step forward, because this is where you find the brands you love, those you simply cant live without...and lead you to.....
- H3 = Hands: its what you DO with your... money/wallet/purse/credit card/time/attention... And because your so loyal you cant really explain why you do what you do, you can't justify why you upgraded to the new IPhone model, why you have the ltd edition version of the coffee maker, why you payed $150 to see Sade. 3 nights in a row !....Well not in a rational way........Those,
unfortunately are symptoms of a #Lovemark as defined by Kevin Roberts work at Lovemarkscampus.com
No, not a story of remorse and regret, but instead the story of my discovery of Reckless Records in Chicago.
How does Reckless Records remain relevant In an era of instant downloads ?
How does it compete with virtual access to the worlds largest music libraries ?
Why is it still here when technology from brands such as Itunes, Spotify, Pandora, Amazon render this place obsolete?
I believe it's because I can:
- Discover and explore music with (almost) all of my senses.
- Be certain that popularity is not the only arbiter of taste.
- Buy VHS and cassette tapes. (I didn't as I don't have anything to play them on - but was honestly surprised, that people still do !)
- Ask the staff questions about music and musicians - which they are more than keen to answer.
- Immerse in the feeling that I can't get this anywhere else
- Leave with the belief that whatever I buy here is more valuable, meaningful and important than getting it from somewhere else.
- Be certain that I will tell people about it
- Be certain that I will go back.
This brand is not in the business of selling music. Its value comes from facilitating community via music, and an experience beyond the function of selling things.