There's a good post over on Influx Insights summing up 5 rules for brands from some of the same YouTube-type stuff we've been talking about here recently. Worth the read.
Because they're worth repeating (and for those too lazy to click on some blue underlined words) I'll reproduce them here:
1. Don't be afraid to use traditional media to give away your content for creative use by the consumer. Couldn't television ads just be a series of assets that you encourage people to use, remix and send back to you?
2. Don't be afraid to tell stories
3. Don't worry to make them long and mysterious
4. It's good to let the audience complete the story for you
5. Don't be afraid to turn the whole thing into a game
The hard part of doing this for most brands is it means relinquishing some control and embracing some uncertainty. You can't test "giving away content" or what will happen when you "turn it into a game." And many companies and brands hate uncertainty. It equals risky. But it's a key lesson to learn: giving up some control and inviting people to play with you can pay huge dividends. And these days, is doing a basic :30 TV spot any less risky? To quote Richard Huntington again, "only poor advertising is predictable."
The image is via dalmond on flickr - doesn't really have anything to do with the post, but they're good rules for both playgrounds and agencies.
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