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I don't think there's a brand today that is growing and
developing that isn't inviting their fans and their audience
to participate in the creation of the brand.
And the best brands are providing a framework and a
creative inspiration that allows all sorts of people to
build and expand on the idea and take it to new levels.
And so whether Old Spice or Lady Gaga or the Toyota
Swagger Wagon, all these brands have used social media
very effectively.
Whether it's YouTube, whether it's Facebook, whether it's
Google+, or Twitter they're finding ways to use the social
tools available to them and the communication tools
available to them to allow their ideas to spread and to
allow people to participate.
And it's really exciting when it takes off and works.
Example we just used was Toyota Swagger Wagon.
It's the Toyota Sienna is the minivan that they were trying
to turn around.
And I think Toyota did a wonderful job.
They basically came up with a creative concept that their
minivan was a swagger wagon, which was sort of embracing
that it's cool to be a parent and instead of trying to run
from it to actually embrace it and love it.
And also that the minivan can be fun for parents as opposed
to just for the kids.
And they built out the concept through sight, sound, motion,
and visually, leading with YouTube, but also on
television.
But then they created it in a way such that it
was extremely shareable.
And they allowed consumers to take it and spread it through
all sorts of social tools to the point where people
actually started to create their own
versions of the videos.
And then they fueled that and fed that back through
different formats, which allowed 18 million people to
see the work, when there's only 35 million households
that have kids under the age 18.
So it was really an incredible piece of work
for a very low spend.
When you can use sight, sound, and motion to tell a story,
it's always more persuasive.
Back to the Stone Ages when we're sitting around the
campfire, people would tell stories around the campfire.
They're always more compelling when you can see the person,
you can hear the person, and you can feel the person.
And then it was television, and now its online video.
It provides the emotion and the persuasion by being able
to touch all five of your senses.
And as a result, and a broadband expands and
production costs fall, everybody can participate in
the video movement.
With an Android phone and a camera, I can now take a quick
video and participate in the campaign.
And so the fact that everybody can be a producer, the fact
that it's cheaper to consume and share and spread video,
are all leading to the fact that now that's becoming part
of the social conversation as opposed to just text.