Blink 182 Turns Tables On Fans Who "Stole"Their Music via Social Media
August 9, 2011
Record labels sometimes take flack for not tapping into today’s consumer needs and cultural trends with their marketing efforts via the digital and social space. So, let’s recognize a pretty cool example recently launched via the Geffen/Interscope label by the band Blink 182.
After nearly eight years, Blink 182 has released a new single, and what better way to re-awaken their fans than to make them the “stars” of the band’s new video.
The Blink 182 team scoured YouTube to find clips of fans that have used their music without permission. The idea, interestingly enough is to showcase these YouTubers in the band’s new video - a way to thank them and energize the new project.
Imagine the acceptance these fans feel by being featured in Blink 182’s new video. The band’s approach is smartly strategic and a great reminder of who comes first.
For nearly every brand, there’s this untapped portion of your audience that is socially and digitally savvy; Many willing to be a part of increasing your brand’s mindshare and expecting nothing in return but acknowledgement, inclusion and validation.
They’re simply seeking a feeling of belonging.
With this social and digital space, we have a great opportunity to go beyond the ordinary and create meaningful fan experiences. But how do you even build this base?
It goes beyond “buying” them. It starts by becoming an extraordinary brand. And extraordinary brands do three things:
- Validate - When you make people feel welcome and important on your social channels, they feel free to participate in return. This also gives them the cue that you care, which will generate more interaction.
- Inspire - People look for inspiration and ideas that connect to their passions. Right or wrong, many get a sense of self-worth from brands. Your connection to the community, your music, your personalities, connected to the things they care about can provide that inspiration.
- Inform - Creating reliable rhythm with your interaction builds up recall for people to know you’re there online with them, and that they can trust the information they get from you.
Understand what it takes to build and sustain relationships and the importance of shining the spotlight on your core audience. People are starving for attention today because right now everyone gets to be mini-stars on YouTube, Facebook, and Reality TV.
Raise the bar to what matters by tapping into these unmet consumer needs. You can kick start the passion of your audience just like Blink 182 is doing. You can also broaden reach and increase share when you focus on building stronger relationships which is greater and more long-lasting than the desire to win another gift or prize.
The Blink 182 video is an excellent example in making fans feel important.
What do you think? Are you doing these types of things with your audience? Make sure to leave your comments below.
P.S. The NAB/RAB Radio Show is in Chicago this year, Sept. 14 - 16th. I hope you can be there. I was fortunate enough to be on the steering committee this year which allowed me to create a couple of panels around the social and digital space.
One panel is “R U A Social Misfit?” Radio conferences are a great way to learn and grow by listening and talking with each other - social networking at its best.
Reach out to me anytime on Twitter @lorilewis.
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