I’ve heard so many brands talk about the importance of “Consumer Generated Media,” yet so few doing anything interesting. For the most part, brands have established little billboards far removed from highway exits. Why not get on the highway, guys? Fish where the fish are (to used a tired cliche).
I blogged in January about HappySlip’s Mac song. I couldn’t believe Apple didn’t jump on one of the most powerful marketing opportunities available. Sponsoring an Internet superstar. They still haven’t.
Then I saw this video by Christopher Mast (one of my favorite “up and coming” YouTube creators). Christopher is commenting on the controversial subject of “video blogging,” and sadly the video has a tragic ending.
What would it cost Rayban or another sunglasses manufacturer to respond to his joke and send him a pair of shades? Or maybe J&J to send him some bandages?
Sending free product to video creators with established audiences is an absolute no-brainer. Want to find out who’s creating buzz? Look no farther than the people that have YouTube subscriptions.
And I’m not just saying that as a creator that wants free stuff (although we both know that’s a bias here). As a marketer by day, I have to point out…
There are people with significant audiences that will delightfully plug your product at virtually zero cost. Why wouldn’t you jump all over this?