Wednesday, August 1st, 2012
As the planet cooks and criminally prepares for World War Three, what are the big brains in the USA’s core industry working on? No, it ain’t Apple or any other “high tech.” It’s marketing, and here’s some of the latest entrepreneurial endeavor, per Advertising Age:
As planners seek to extract greater insights from social media, tech entrepreneurs are inventing new ways to engage the social consumer. An example [is] GroupMe Experience’s Long Island Bike Odyssey, in which friends can share a bike tour on the north shore of Long Island. The trip includes wine tasting, lunch and other amenities. The platform makes it simple to organize and pay for the experience, alleviating the usual hassles that individuals might encounter when trying to organize a group outing.
Upon learning about the details of this new platform, my inner strategic planner asked, “What is the opportunity for brands?” It became clear that there are two:
Branded VIP “experiences.” Staying with the bike tour example, this could be a brand-sponsored trip in which cyclists get to ride with a celebrity.
Brand-underwritten “experiences.” Here the brand would foot the costs, and in return gain access to the participants for opinions and other research. The company’s goal would be to unearth consumer insights from highly targeted social groups.
While the first event could be a powerful branding tool, the second could generate fresh insights for marketers and prove to be a breakthrough in consumer research.
Glory, glory hallelujah! Truly, we reside in the Age of Miracles, the best of all possible worlds! Our grandchildren will shower us with thanks that, in our momentous time, such were our priorities! What a gift we are building for them!
The genius at work on the above enterprise, by the way, is the great Adam Broitman [pictured at left], “chief creative strategist at Something Massive, which acquired Cir.cus, the agency he co-founded, in March. Broitman has worked in a variety of roles at Digitas, Morpheus Media and Crayon.”
Somehow, the word “crayon” seems about right here…