I recently stumbled across a great article by Griffin Farley at BBH Labs. He was reframing advertising as little more than co-presenting. He used Skins as an example and spoke of how brands were pulling their ads due to complaints about the show's content. They couldn't be seen as co-presenting this show.
Griffin identified an emerging opportunity for brands to be co-viewers together with their audiences.
He raised some great points. As brands shift to engaging in social media, one of the key opportunities is in identifying the role of the team responsible for engaging in these new channels.
Are they just there to publish content?
Can they have opinions?
What if more social media teams took to participating together with us (everyday folks) in events?
Some of the greatest evangelists do just that, already. Scott Monty. Amber Cadabra.
And this got me thinking about co-creation.
All to often, co-creation is treated as a brand initiated event.
Doritos will give someone a big bag of crunchy money if we make a commercial for them. Pick the brand. They all want us to create something for them - be it a video, a photo or a social media mention to our friends.
Is there not an opportunity to co-participate (oy... there's a bad new word) with our fans in the things they love creating?
What about embracing and supporting someone who loves your brand so much they create a commercial about it of their own volition?
And if this commercial pokes good natured fun of your brand, what then?
In hindsight, Eric and I set out to test this theory this past Saturday.
We made a parody video of a brand we enjoy and respect - Marketing Profs.
What would you do if this video was about your brand?
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