They shouldn't have really been surprised. Like #tellviceverything before it, York U Gangam came with a built-in success factor; there is a huge appetite for fun, current and community-relevant online content. People want to absorb it. They want to be part of it. Cool memes like Call Me Maybe are infectious and evolve rapidly - hence the term "viral."
What's the message in this for political marketing? The game is rapidly moving beyond the "stories sell" phase - it's time to start letting the audience become the message. For maximum traction, make it music-video short or a one-sheet like a political cartoon; don't be afraid to put yourself out there; make it fun (light and respectful) and hard-wired into the social zeitgeist. You can target a specific community, like the McGuinty Bollywood Spectacular did, but leave enough whimsy, variety and sheer coolness to appeal to a broader audience.
Put it simply; make it fresh, inclusive, diverse, fun and topical. Canada should own this market.
... and it looks like I'm not the only one who feels that way!
... and it looks like I'm not the only one who feels that way!
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