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Loading ...Kelly Mooney has a great piece in AdAge, For Relevance, Think Three Way, in which she talks about the concept of ‘triangulation’ involving the brand, the customer, and the community and that all three need to embrace one another. She also blogs at MooneyThinks.
She’s quite right in that, for many of us, we’ve moved much of our media gathering experience online. Websites, blogs, social networks, forums are the areas that we discuss brands or experiences with brands or our impressions of brands.
Kelly calls on companies to shift from “B to C” over to “B to We”. An excellent example she gives is the “Pink” campaign from Victoria’s Secret that targeted young women. She writes
The recent star-studded PJ Party, promoted through Facebook, street teams and in-store, included flash-mob experiences via SMS announcements about free merchandise and a mobile photo application that enabled partygoers to see themselves on the stage’s LED screen, and it culminated in a free Fergie concert. The destination site featured a real-time mobile photo blog from the party and a dance-video-upload contest set to Fergie’s latest hit, where Pink fans voted on who should win a shopping spree and have her video featured on VSPink.com. Through triangulated communications, the brand is extended from offline to online, viral and mobile, and to an increasingly “qualified” audience.
I can’t disagree with this concept but, I’m often left wondering…how many brands can actually engage their customers? How many brands are able to cause that much passion? How many brands can develop or, for that matter, find an actual online community?
That’s a question that most of us haven’t asked yet.
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Isn’t she just precious with her “B to we.”