Beyond The Promise - Day 2, Introduction
Yeeey! Welcome to day 2 of this event! Today's seminar is about Media and the place it claims in the campaigns.
Cases to illustrate this:
Tate case: Tate Gallery in London needed to reach out to youngsters, but didn't want to use traditional means, so they signed off for a new approach: they invited contemporary artists like for instance The Chemical Brothers to pick out an art piece and they create a music trip for it. The content was exclusively available in the gallery, so youngsters had to come down to experience it they wanted to own or experience it.
Nike run case: upload your own track: thousands of tracks shared.
Uniqlock case: to offer a nice and esthetic tool bloggers could put on their blog. The widget would feature small ads about the clothe brand's latest release with some exclusive content. For those who didn't have a blog, you could download it as a screensaver too.
Beyond The Promise: make your own book cover. About 10% of the visitors to the teaser site uploaded their own picture to have their own book printed.
Million case in NY, NY.
Million 3 from matty burton on Vimeo.
The idea and its distribution don't need to be separated
The question rather becomes: do you want to own or hire your medium?
If the idea is interesting, people become the medium
Bottom line: Less Broadcasting, More Facilitating
Comments
According to a spokesperson of the companies, 'People who use the Net lose more of their friends, are lonelier and more inclined to depression than non-Net users. Greater use of the Net is associated with a decline in size of the social circle, social contact and family communication'.