As a Brand matures, they begin to diversify. The brand architecture becomes less about corporate colors and identity, and more about a brand experience and lifestyle. Pepsi has been embracing this strategy with its “Max” line, proudly encouraging fans to carpe diem.
Damien Walters has been a youtube sensation for a few years now. Below is his 2011 showreel. He has bee a figurehead in the freerunning and pakour community for quite some time.
In addition to seeing Pepsi continue to evolve as a brand, the other thing worth mentioning here is how they are using celebrity talent for brand transference. Youtube is rapidly becoming a place for talent discovery and recruitment. As the web has given a voice to everyman, talent and quality content is accessible to all. Some brands like Pepsi have moved into content creation using youtube sensations to draw a larger buzz on social media.
I think this campaign is a win-win. Damien Walters gets to showcase his amazing talent to a larger audience, and Pepsi continues to expand its social capital to a younger generation with an exciting new ad campaign. This campaign speaks to the future of brands becoming their own syndication channels of user curated talent.
Nest was cool, but August is awesome. As we talk about the internet of things, I think about how this is a perfect execution of having something be “smart” but actually be useful as well – not just appealing to the geeks.
The beauty of August is that is plays on constructs that we already use in the digital realm ( permissions ) but makes them analog. In a way that has never been done before. And really, the key itself is an outdated concept. We have replaced it everywhere possible. This makes me think about homes and spaces in terms of those same digital terms – people crave contextual access.
Although the launch focused on homes, I think where this could really shine is with brands, guerilla marketing, and nightclubs. Pepsi came out with the like machine yesterday, which was impressive, but August is that on another scale. Imagine a brand telling you that you have an exclusive pass to the movies, or a VIP party, or a car. And these may not be the best examples, but what we really again are talking about here is access. What could you unlock that could provide a meaningful experience. And if we expand this handshake protocol to other types of mechanical actions, perhaps a lightswitch, or a valve, or a secret elevator floor, imagine what could be unlocked. What experiences we could create. In a world where digital and IRL are blurring, access to a new place could change your whole perspective.
In a world that craves exclusivity and scarcity – what power does a lock and key hold ? I think their are opportunities to move past surprise and delight here. I hope that other people are thinking this way as well. Past the physical to think symbolically about how this marries experiences, mobile, digital, and access.