Feeding the public’s appetite for invention
In my final content marketing lesson, the “genius” of note is a composite of sorts. There are many artists who embrace techie lust in a way that extends what consumers know about their brands, and allows them to explore that brand in creative, playful, or personalized ways. Here are just a few examples:
- The Beastie Boys launched their latest album by releasing a 30-minute video that revisited its “Fight for Your Right to Party” roots by pitting their young, rebellious selves against their older, and maybe not much wiser, future selves in a mock battle for supreme coolness.
- The rock band Arcade Fire used Google Maps and Google StreetView to create an innovative, Cannes-winning video project called The Wilderness Downtown. When viewers plugged in the address of their childhood homes, the video would unfold in multiple windows, personalized with scenes from their own neighborhoods. As an added personal touch, viewers could also leave a message for their “younger selves” in a tree branch-inspired font that was incorporated into the video.
- The band OK Go has made a name for itself through its willingness to push the envelope of creative video concepts and give fans a unique experience. Their latest video, “All is Not Lost“, tops all their previous efforts with a split-screen “video dance messenger” experience that spells out viewers’ typed phrases through the body manipulations of dance troupe Pilobolus.
Content marketing lesson: If you are afraid to use the latest technology to enhance your marketing efforts, you’re not telling your consumers your full story. By holding out on them, you risk the possibility that your content will seem stale and behind the times — a potentially fatal error in the world of ever more fickle and fragmented audiences.
Sunday, November 6, 2011
3 Tips from Surprising Content Marketing Geniuses: Kevin Smith, Trent Reznor &.. | Excerpt via Content Marketing Institute
Posted by siobhan at 6:23 PM