improveverywhere
Filmed Brand Experiences
I’m very much in agreement with Zeus Jones that actions speak louder than words, so it’s always nice to see companies spending some time/money to do things for people (their customers, fans, etc.). To see them making good, creative use of the moments people’s lives intersect with their company’s products or services. To do unexpected and fun things with/for people. To make them smile.
One issue many clients seem to have with actions is their limited reach. “That’s awesome for those twenty individuals but what about the other twenty million.” Word of mouth is tough to track, especially offline. That’s why it’s helpful to capture these actions in picture of video form. To tell the story. To share it with a broader audience. To enable them to share in it and share it with others.
Experiences plus Content. When done right, it’s like Jay-Z and R. Kelly (the best of both worlds). When done wrong it can look staged (reactions rehearsed). It can look selfish instead of generous.
Here’s one I saw this morning that, in my opinion, works.
Red Bull is a company I’ve felt does this particular thing (amplifying experiences) really well. It creates real world events that, whether tens or thousands attend, tell a story to millions about their brand.
T-Mobile in the UK offers a couple examples of bring people together to do something and developing content off it. And, of course, there are the masters at ImprovEverywhere, who do this often - sometimes for (a bit of) good but mostly just for fun.
Brands understandably want to get credit for their actions/the experiences they provide. But let’s not let that become the driving force for doing.
Improv of Immaturity
No that’s not a typo. Replacing the normal shenanigans is this, may I say awesome, prank by the group Improv Everywhere.
No words will do this justice. I’m just here to make sure you get to bask in the glory that is 111 shirtless dudes punking my favorite brand as a 16 year old, Abercrombie & Fitch. Look out for the single this winter, “I like boys that wear…” And then the rebuttal No Pigeons - oh wait, mixing up references. Anyway, check it out as reported by Gothamist.