Opening up your corporate walls to let consumers get involved in the marketing and advertising of your brands is what we are talking about here. Giving consumers parts of your brand assets (logos, music, film, photography etc) and letting them create their own interpretations of what your brand means to them.
Take a look at this viral video created by a fan, as part of a competition we ran on behalf of the label. Then take a look at the over 600,000 youtube views and the average 1 comment every 20 minutes from the fan community. Inside many labels, the Video Commissioners can only hope that their next music video will get this level of exposure; and all this exposure was created by the fans.
We think there are a number of reasons as to why using Adversumers, to create Consumertising, is attractive to you and your consumers, and is in fact vital as we move ever more towards an openly connected world.
Let’s remember consumers are now able to create and broadcast creative content at the drop of hat today, using a copy of Photoshop, iMovie, Fruity Loops and an Internet connection. So the reason why for them could be as simple as “cos we can” but more likely it will be a way for your consumers to build fame and respect, and possibly wealth for themselves.
So what about your brand? Why would you allow Adversumers to Consumertise your brand? Firstly it’s a case of intellect and talent. Who says that the most creative minds are inside the silo of your ad agency? It’s not that possible considering the millions of consumers of your products, vs. the internal ad teams in an agency. Of course your ad agency are versed in your brands guidelines, philosophy and such, but if you open up your advertising to your consumers, we believe that you will overcome this by the sheer size and quality of responses from your consumers, who after all – may actually use your product more than your agencies ad team.
How would you keep control of your brand if consumers took it on themselves to create advertising? Well that’s the biggest question, but lets look at it this way. You cannot stop people using your brands assets once they are out there. Once an ad is released or a product is put on the shelf consumers can “mash it up” or even hack its functions, sounds and features. Endlessly creating new versions, if they so wish.
But like film or music piracy, its not about fighting these consumer movements (for they are in control) it’s about embracing them. In fact helping them even could be the biggest and simplest answer for gaining some sort of control. By acknowledging consumers power to create, and helping them to be creative on a “platform” that you provide could be the answer.
If you’d like to explore the opportunity of opening up your advertising to your consumers (fans) then we can help, we invite you to talk to us, we have ran and conducted a number of campaigns and initiatives where we have invited consumers to create content for their favorite brands, and we see this as a way for brands to open up, become more integrated with their consumers, be seen as more honest, and be seen as forward thinking and progressive.
If these developments interest you please feel free to contact us.
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