Most people think Obama’s appearance on Between two Ferns was out of place. However, it shows a pattern of him going to where the conversation is, rather then asking people to come to him.
Plus from a media syndication perspective, it shows that the white house really understands influencer identification, star-power, and the effectiveness of their campaign strategy. They also understand that influence happens at both the individual level and that certain outlets / programming channels are very effective to hit target demographics. Both of these campaigns were very successful and entertaining PSAs.
Whether going after geeks, doing an AMA, or his late night appearances, it has shown his ability to adapt, appeal to be likable, and get noticed. And if that brings attention to the media agenda they are pushing, thats quite smart. A second wave of an amplification effect kicks in about media talking about other media as well, allowing his message to have an even broader reach.
Whether you like him or not, I think it says something when the white house starts out performing other major ad agencies on healthcare reform.
Think smarter about content planning and media distribution through earned media channels. And lets learn from those who are doing it right.
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.
Yesterday on the Caltrain, I heard a bunch of teens discussing their “Mobile Data” Allowance. They ranged from having 3GB of cellular data, to being on a family plan of 4CB, etc. One child remarked that he had already used up 90% of his plan, and that he would have to pay his parents if he or his sister used up the rest before next week.
What I found surprising is that how access to data in this age is often talked about as an asset. I bet that almost all of those kids would not be able to live without 3G so they could watch their youtube clips on the train. If given the choice between money for a data plan, or a data plan, they would pick the 2nd.
The insight here is that users are open to many forms of compensation. Often data, access to scare content, or other perks can be just as good as money.
What does it mean that major albums are co launched by a mobile company for an artist? Jay Z teased the release of his Magna Carta album today signifying a milestone in artist marketing. The video above showcases tracks, producers, and story, but its presented by Samsung Galaxy. More and more we are seeing corporate endorsements of the changemakers and creatives of our times, and I personally am intrigued on how this awareness and shift in paid media dollars will effect content creation. What does it mean when a new album from the heart is cosponsored by a secondary brand ? This is commonplace in sports, and social entrepreneurship, but music has usually only maintained this relationship after the fact. Ex. Tailor Swift and Pepsi. However, to co associate your personal brand with a tech brand seems like a new frontier in a pre launch environment. Do you think any other artists will follow this trend? Or for a brand like Samsung, maybe this is the best time in the “hype cycle” to endorse a product / person to get the maximum brand transference to impact their bottom line. What do you think?
ps. The other interesting note is that he teased the announcement using imagery via social media. More and more, Artists and personal programming channels are being used to interact with fans wtih RTM ( real time marketing ) rather then relying on older PR channels and wire services.