OPINION: MySpace (and Franz Ferdinand) show how to make brand activation rock
Lots of brands talk about brand activation, but few really pull it off.
MySpace Australia is one of the exceptions, excellently leveraging its entertainment relationships to deliver first class access for its most loyal consumers.
This has included secret black carpet screenings of pre-release movies. Batman, for instance, saw a packed and excited audience who knew they had the social networking site to thank for their exclusive tickets.
And the site put together a similarly exclusive experience with a live show – and first Australian MySpace live streaming – from US act Death Cab For Cutie in Sydney last year.
But, as Mumbrella’s (slightly wobbly) exclusive footage shows, yesterday afternoon saw MySpace put its consumers actually on the stage with British act Franz Ferdinand. The rockers, who were preparing for a full show at Sydney’s Enmore theatre last night, put on an impromptu warm-up session for 100 or so MySpace fans during the afternoon.
And the band took it one step further, inviting anybody who wanted to to join them on stage. I suspect MySpace created themselves a lot of brand ambassadors yesterday.
[youtube=http://au.youtube.com/watch?v=UniQ_R0u-iw]
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Good point Tim. While it’s not rocket science by any stretch of the imagination, it constantly amazes me how many brands ignore the power of leverage and activation, citing low CPM as an excuse. Hello? Quality will always beat quantity (that’s how consumers see it anyway) and with leverage, if you’re clever about it, you can generally get quality AND quantity.
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This ‘up close and persona’ has been in the bag of tricks for a while but when done well, it really works.
This one really came down to a band wanting to reward and interact with its fans.
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i think when you’re the number 1 music site in the world you can pull favours like this from amazing bands like Franz Ferdinand. For brands, not so easy unless the chequebook is out … can’t imagine the Scot’s doing this for Pepsi or Top Shop.