The Creative Shortlist is a series that looks at the trends and themes informing innovative digital campaigns. This month we spotlight campaigns that are leading the next wave of social through more collaborative relationships and an evolved real-time approach.
- July 2014
This edition's guest curator is Marvin Chow, global marketing director for Google's social products.
The holidays. The Oscars. The World Cup. To stay relevant, brands have always taken advantage of big consumer moments such as these. Now that consumers are constantly connected, there are many more moments that matter, and brands can join them in real time. But that's just the beginning. Getting an audience to engage with your story beyond a mere "like" or a generic retweet is what makes a brand a meme of its own.
Last year's widely talked about Oreo tweet during the Super Bowl blackout was a wake-up call to traditional marketers. It showed the true value of being nimble, insightful, creative and—above all—first. But as we saw with this year's Super Bowl, similar efforts without a higher level of engagement and conversation were short lived. Enabling the audience to create the conversation that follows is critical to really capture the moment.
From YouTube to Twitter to Google+, an entire generation is putting its own spin on brands through memes, remixes, hashtags and more. Smart brands are making this part of their marketing strategies. They see their audience as the creators; they're just the enabler. Nike's "Phenomenal Shot" campaign during the 2014 FIFA World Cup is a fresh example that exemplifies this thinking. Nike set out to let fans create their own version of winning moments during the tournament. The centerpiece of the campaign was a suite of 3D avatars that fans could "remix" by adding headlines, filters and stickers to create their own digital posters, just moments after something amazing happened during a live game.
Taking conversations further, brands can create ambassadors and foster even more meaningful relationships with consumers. Understanding that your brand is the enabler and the audience is the creator will help you win in the long run. For 20% of the work, they can get 100% of the credit, all in the name of your brand's story. Taking this approach, you can establish a more fulfilling social media environment for people and for your brand. Everyone wins.
What do you think? Agree? Disagree? Share your #brandremix thoughts and favorite examples and get the conversation started. Follow us at +CreativeSandbox and @CreativeSandbox for more ideas that blend creativity and technology.
The campaigns we're featuring this month demonstrate the movement toward user-generated content by empowering people to express themselves through their relationship with a brand:
#1 Nike "Phenomenal Shot"
#2 Toyota Collaborator
#3 2Days Beat
#4 Target Everyday Runway