June 12th, 2010
The New York Metropolitan Transit Authority’s (MTA) “If you see something, say something” initiative may have more power than the average communications program.
On the day of the Times Square bomb scare last month, street vendor Lance Orton mentioned this exact phrase during a press interview and, as echoed by Advertising Age, this is the kind of unaided recall that “marketers and ad agencies dream of.”
And if you think about the fact that the campaign is as much a public safety announcement as anything else – not typically the kind of advertising likely to lodge in your happy-brain – the feat is even more impressive. High five, MTA!
What’s also particularly notable about this effort, though, is the largesse with which the city has handled it, agreeing to license the slogan… for free. Today, 54 organizations are using “…see something, say something” in public awareness campaigns all over the world.*
This action is somewhat refreshing, based on the State’s history of enthusiastically protecting its own intellectual property. New York State lawyers, for example, have reportedly filed more than 3,000 complaints over the past several decades against those infringing on the infamous “I ♥ New York” logo. That takes a lot of time and a lot of money.
But the “If you see something…” isn’t exactly a soaring homage to the State worthy of such rigorous defense – and maybe the State simply realizes there’s a lot more at stake today than ever before.
I also like to talk about the MTA’s openness because it reflects the reality of what I would categorize as today’s open source marketing environment. In all the scrambling companies are doing to get this on Twitter or launch that on Facebook, the most impermeable truth has yet to sync in with many: the Internet and – perhaps most profoundly, social media – is changing our world. The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
In other words – if you want to view it “negatively” – you can’t keep a lid on anything anymore. And if you want to view it positively, what would happen if you made some of your brand elements “open source?” Could you benefit? Could your fans benefit? Could the world benefit?
There are very real reasons that brands need protection, but consider the massive exposure companies have received when they’ve “flipped the funnel” and handed over their brands to loyal, excited customers:
Frito-Lay first invited consumers to make their own Super Bowl commercials in 2006. Today, “Crash the Super Bowl” is a craze that’s generated hundreds of millions of impressions on its own and the commercials themselves are fan favorites every year.
Ford famously favored social media for the launch of its Fiesta to much fanfare. Fanfare in this case equaled more than 5 million YouTube views, 3 million Twitter impressions and 50,000 interested prospects, 97% of which did not own a Ford at the time. Numbers a CEO could love.
New Balance created an amazing digital campaign for its 574 sneaker collection. In every box of unique 574s, the purchaser would find a special Polaroid that s/he could then match to one of 480 mini shoe stories at http://574clips.com. Click here to watch one of my favorite 574 films embedded in the original post I wrote about the initiative. Oddly mesmerizing.
And of course, there’s the mack-daddy of them all, the Mentos eruption. First demonstrated on TV in 1999 and made famous by an NPR story in 2006, a Mentos eruption is what you get when drop some Mentos into a bottle of Diet Coke. If you cannot view the video here in this post, click HERE to see the truly funny video of several Mentos/Diet Coke “experiments” conducted by two friends. This video became a phenomenon, with nearly 12 million views on YouTube alone. Mentos generated over $10 million in online buzz and a spokesperson said the brand was “tickled pink by it” (perhaps because they generated $10 million in online buzz…).
What would happen if you opened up your brand? Even B2B brands have fans: what positive outcomes could you create by inviting users to create something of their own based on your assets? Would they be impressed? Would they tell friends, and feel a unique and personal loyalty to you? And what’s the worst that could happen (paging Skittles…)?
Not a lot. Big upside, though. So think about how you might be able to draft users to carry your brand all over the Web and farther into their own lives. You may like where it takes you.
* But of course this IS New York, so even the most serious problems will be subject to some wise-guy behavior: check out the funniest “If you see something, say something” parodies HERE.
Fatal error: Call to undefined function related_posts() in /home/content/s/f/i/sfierman/html/wp-content/themes/simpla/single.php on line 34