You have already lost control and brand meanings are up for grabs, but you can join the game.
March 21st, 2007Dr. Jenkins, who has recently published a book on fans, bloggers and gamers, talked about how fans are redefining meanings of established brands, how brands lend props to fan performances, and how celebrating customer creativity is the way to take advantage of the new participatory culture.
Mini from car to culture
Jim McDowell said that the company is taking MINI ?from what could have been a cult to culture.? He talked about how MINI makes an emotional connection with the ?motorists? through its anthropomorphic design and how it becomes an individual?s extension through its personalization features. (Henry Jenkins, ?When I?m driving a MINI, I?m participating in a fantasy world that is larger than mine; it?s a form of escapism.?) He showed how the company makes its customers feel like members of an exclusive club by talking to them directly personalized billboards and literally in code that only they can understand hidden messages and spy glasses.
Also mini.com is all built around social interaction, once you are a member!!! Read the interview with Jim McDowell
Someone asked about the logic behind directing so much communication towards the MINI owners as opposed to people shopping for cars. Jim McDowell replied, “We believe that if the community is vibrant, it will expand and bring in the new members.” He said MINI had the highest level of referrals in the car industry.
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3 Responses to “You have already lost control and brand meanings are up for grabs, but you can join the game.”
By Raimo van der Klein on Mar 22, 2007
Hi Alan,
Somehow Engagement marketing makes me nervous. I am afraid that many brands with undifferentiated products will cover these products with a kind of “entertainment value” without really addressing the point of the product that needs some intrinsic changes. If the experience(stimulation of the senses) itself is getting more important than the original tool you created you are getting in a dangerous playground in my opinion. So basically my rule would be first work out your product’s intrinsic value(values game, sentiment) and make it the best “tool” available.
Basically first things first.. Have a look at the link.. My thoughts on this are still bouncing around but wanted to share it in this phase anyway..
http://contributionmarketing.wordpress.com/2007/03/21/thinking-about-mini/
Raimo
By Alan moore on Mar 23, 2007
Mini have done a great job with their core product, but that innovation has spilled out and over into their marketing.
I agree, with you that if the product is shit, its a bit hard to extend its intrinsic values into innovative engagement marketing.
Question is how do we define the term engagement? But te work we do is as much about the proposition as it is the brand. But that is unique to SMLXL
By Raimo van der KLein on Mar 23, 2007
Great pitch I am sold!