Big Ideas from a Small World

Reactive Marketing With Passionate Consumers

Posted in Change Something by Ryan Thomas on March 14, 2009

Call it – a reason to have a discretionary budget with your ad agency.  There are small passionate groups of consumers doing great things all over the place, and you’ll never know where your brand has an opportunity to add value and earn engagement with a community.

Below are some quick examples, all of them would take a talented art director no time at all and continue to expand your brand into interesting new areas.

First Up: Paper Craft – is the art of printing, folding, and gluing tiny little characters. If you have a mascot, or great campaign that is already running, can you pop out a few high engagement paper crafts.

Make Dr. Manhattan At The Office Today!

Make Dr. Manhattan At The Office Today!

Or how about a peice of history for your desk?

Or how about a piece of history for your desk?

The important thing to remember is that your brand does not even have to be as big as Barack Obama to generate interest. Indy comic book publisher ONI has created a series of Scott Pilgrim figures, the proximity of this set might be enough to help build brand equity. Conversely, a built paper craft here and there could get people around the office talking about Scott Pilgrim’s Wonder Life with passionate brand advocates.

Universal has optioned the rights to the film!

Universal has optioned the rights to the film!

The Scott Pilgrim series has been optioned by Universal. They plan to make a movie version called Scott Pilgrim Vs. The World. It will be live-action (not animated). Edgar Wright will direct. He and Michael Bacall are writing it, based on the entire series. Michael Cera and Mary Elizabeth Winstead will star. The first day of principle photography is March 30th, 2009.

In addition (and as much as I personally hate them) tagging your friends on Facebook with collages of famous characters has become a recent phenomenon. If your product range is big enough, if there is enough brand equity, maybe you can get away with something like this:

It's a meme, flash in the pan... but... could it fit your brand?

It's a meme, flash in the pan... but... could it fit your brand?

Finally if you ever find yourself with a group of consumers as passionate as the posters on the forum: Something Awful. Do something about it.

After word got out that talented artist Olly Moss was creating retro video game covers to look like Penguins Classics series of paperback books, the SA community has been rallying the troops to make their own Penguin Classic covers.

Olly Moss' kicked it off with these designs.

Olly Moss' kicked it off with these designs.

There have been over 35 pages of submissions for classing up classic game covers.

Mirrors Edge

Mirror's Edge

PunchOut

PunchOut

Mario Kart

Mario Kart

Soul Calibur

Soul Calibur

These are only a few of the many many submissions from an active and engaged audience. Many brands are at work here. If you see something like this, call your PR head, ask if she has heard of it, ask if she’s got an outreach plan, in not – fire her.

Everyone of these examples requires an active audience, they require a community and above all, every one of these groups would love to know that their favourite brands are engaged.

UPDATE: A Goon (Something Awful Member) from Toronto, Adam Josef, wanted to make sure you knew:

A whole bunch of the game covers were featured in two Photoshop Phridays

http://www.somethingawful.com/d/photoshop-phriday/classy-video-games.php

http://www.somethingawful.com/d/photoshop-phriday/classy-video-games2.php

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2 Responses

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  1. Adam said, on March 14, 2009 at 8:13 pm

    A whole bunch of the game covers were featured in two Photoshop Phridays

    http://www.somethingawful.com/d/photoshop-phriday/classy-video-games.php

    http://www.somethingawful.com/d/photoshop-phriday/classy-video-games2.php

  2. Video Game Classics | Deconstructed said, on July 5, 2010 at 2:15 am

    […] mind of uber illustrator Olly Moss. It triggered quite a run on these last year, see the everfresh Something Awful for […]


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