”Audiences … don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and BE what people are interested in.” Craig Davis, Chief Creative Officer, J. Walter Thompson.
In my view, the essence of this remark relates directly to the use of “New Media” and how it can be used to build brand communities.
In this industry, we have all seen typical online ads that populate most websites. The hope is that in the first three seconds, some clever animation captures the viewer’s attention and encourages them to “learn more”. Click-through rates garner reasonable results and, depending on the objective, you might begin to build or increase brand awareness and translate that into conversions. But how do you know when it’s time to take a more interactive approach? To BE what your brand community is interested in?
At Blade, we have incorporated New Media into our creative for Dickies Canada by partnering with Fantasy Sports Services Inc., to expand an existing relationship Dickies has built with NASCAR. We created an interactive game to reinforce brand awareness by encouraging NASCAR fans to have fun and win great prizes, courtesy of Dickies.
Dickies Race to WIN Challenge is a fantasy game where registrants log in before each race in the NASCAR Canadian Tire Series, and choose the driver who they believe will win. The Race to WIN Challenge began May 28th and concludes September 24th after a series of 12 races. The grand prize is an all-expense paid trip for two to the AAA Texas 500 at the Texas Motor Speedway in November.
The fact is, new media can help build a brand community. Particularly when you are leveraging an existing relationship and speaking to a committed audience of fans.
Today, making the effort to be more of what your brand community is interested is good business. And it’s good branding.