It is good to read Mary Maddever’s editorial in April’s Strategy Magazine. The following line I think eloquently summarizes the editorial.
So when the budget for talking louder than the other guy dries up, it’s a good time to find new ways to make those lasting connections, and try something different.
Now of course, as frequent readers of this blog would know, there is more to it than just socializing. In order to really make the connections, your whole organization must be geared towards it. Coincidentally, in the editorial, Mary highlights an example within the article on the Nissan Cube.
In the Upfronts (p. 9) we have a fresh example of breaking new ground in the recession-budget-friendly, social-media-only launch of Nissan’s Cube. It involves giving away 50 cars to indie creative types - musicians, artists, skateboarders - via an online audition and voting process, which invites that community to lead the conversation on what the brand represents. And it’s working. Prior to the invite-only auditions, people jumped the gun and started declaring their Cube love online.
Capital C’s Tony Chapman, whose agency suggested the social launch, says, “This is the stuff people should be doing on their watch. So much depends on Canadian clients not phoning it in. When you get a client who can sell it through and stick their neck on the line in the success of it, they’ve got the world’s eyes on Canada. We’re saying ’stop advertising, start socializing.’”
CD Bennett Klein gives credit to Nissan for embracing the extreme creativity route and ponying up 50 cars. “If it means something to the community, it’s going to work.” He also says moving from “understanding to empathy” requires a little more interaction than sitting on the other side of the mirror, but has bigger insight payoffs.
However, in our previous post, we highlighted the key problem with not truly understanding and supporting the tribe. No amount of social media can change the fact that the real tailgate opens sideways.
I am glad to see more attention is being brought forward on connecting with the tribe, but lets start to take it to the next level.
