I was going to post about Red Bull "Get it on Record" long ago but now I'm kind of glad I waited because this cool video made it's way to my FB inbox this week! Our good friend Claire organized the event here in Minneapolis and from the looks of the video it seems like the competition was a huge success. Check it out.
So why is this great? The brand doesn't dominate. The creative work is the center of the event and guess what, you don't win free Red Bull. Instead, winning teams are given new Apple computers. Good job Red Bull for not just whoring out your product (ex: free Red Bull for a year) and giving your brand champions the tools to continue producing good work.
What of it? Brands can learn a lot from what Red Bull did with this competition. For an entire month these artists, their friends, and the community heard about this competition and the excitement that it generated. Each team was thrilled to have been given a chance to showcase their work in a new way -- and they didn't have to use the brand in the work itself. Red Bull became an opportunity granter, a creative leader, and a community organizer. They win because they allowed their brand to shine through people, not through their product.
Side Note: Two guys that I graduated from high school with were in the competition. Crazy!
Wednesday, January 21, 2009
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3 comments:
So true! The majority of brands out there just don't get it. Add utilty to your consumers life and they in turn will reward your brand.
Get it on Record is a really fantastic event and I'm glad they did it again. I wasn't able to make it to this year's, but I participated in the first one and it was a really fantastic experience. And you're right – it was more about our work than Red Bull, which made the event that much better. I certainly had a better impression of them as a company as a result.
I think this idea fits perfectly with this post on creators vs. content.
Different executions but you get the idea.
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