One point we reiterate with people we meet is that Tribal Strategy is not Web 2.0 Strategy. However, a strong Web 2.0 Strategy can be a component of Tribal Strategy. Marketers can us the Tribal Approach with little or no online component.
An example that demonstrates this is the latest campaign by ABC Canada Literacy Foundation. According to the Marketing Magazine article:
Launched last week, the national multimedia campaign poses a series of child-like questions designed to capture the attention of parents and encourage them to visit FamilyLiteracyDay.ca to discover the answers. All of the ads feature the tag line, “If you read with your kids, you’ll know more.”
Besides print, out-of-home, digital, online and radio spots, the platform also includes a series of thought-provoking ambient ads. For example, a manhole ponders the question “What’s down here?” while a poster mounted on the side of a hot dog stand asks readers “Why are hot dogs called hot dogs?”
The ambient ads, located in parks and on buildings in Toronto and Montreal, kicked off the campaign. The “Who’s this guy?” question is affixed to a statue of Sir John A. Macdonald in Toronto, while a small vinyl cling ad reading “How high do birds fly?” was placed on the glass floor in the CN Tower’s observation deck.
These ambient ads placed in or around these locations provide a temporary gathering place for small tribes. Be it a family or a gathering of school children. One of the things I like most about these is that it compliments and enhances the experience of these locations rather than interrupts the audience.