인터로케이션:::서로 길목이 되어라

PLEASE NOTE: The following should have been my contribution to Global PR Blog Week...had I finished it in time. Unfortunately, work and life challenged my commitment to this year’s event. Read: I blew the deadline. Many thanks to Constantin Basturea for his unflagging efforts and patience in this matter.

It’s called everything from Consumer-Generated Marketing (CGMkt) and Brand Democratization to D-I-Y Marketing and Consumer Controlled Branding. Regardless of what we call it, CGMkt represents the ultimate in authenticity.

What better way to promote an iPod than through a customer’s effusive interpretation of the product? When George Masters combined his creativity and passion for his Tiny Machine, he created an ad that brought CGMkt into the spotlight for the first time. Master’s home-made ad was surely not the first of its kind, but it gave CGMkt momentum with 64,000 people seeing the ad in the first few weeks it was online.

"It's off-brand but that's the point," Masters said in a Wired interview. "You're not limited by a style guide or a creative director. You can branch out and think different. The ad is special because it's an expression of my love for motion graphics and Apple products."

This unprompted expression of love has a powerful impact on other consumers according to brand marketer and trendspotter Piers Fawkes. Fawkes is also a member of the global trends collaborative PSFK Blog.

"Folks pick up on the authenticity of brands and want to associate themselves with the brand (and vice versa). They take brand 'content' and recreate it in the way they want, like Google Mash Ups. Consumers also pay homage to brands by creating their take on ads like the iPod."

PSFK refers to these consumers as hyperactive consumers or Hyper Users.

"Hyper Users use the tools available to them to create new, evolved variations on companies' products, services and even brand communications. The idea is not very new. It's the fact that what was previously considered 'high-end production technologies' are now available to the digital generation video/audio editing software, design software and plenty of tools to capture video, audio and digital images."

By creating CGMkt, passionate consumers become an extension of a company. But what if these extended employees are disgruntled?

Brand Passion or Brand Poison?
A spoof ad showing a terrorist driving a Volkswagen Polo in a failed suicide bombing made fast tracks across the blogosphere. Volkswagen had nothing to do with the ad of course. The company was, understandably, incensed that their brand was linked to the offensive media file. The professional, high-quality production value of the ad made many wonder whether or not it might be from Volkswagen.

Then there is meme of the month, FedExFurniture.com. My issue is not FedEx’ decision, but how they handled it. According to Jose Avila, they merely had to ask nicely. If they had lead with PR or customer service instead of legal, he would have obliged (via Jeremy Pepper).

FedEx could have bought an apartment full of furniture for Avila in exchange for meeting their requests and still come out as a blog hero.

"It's a dicey proposition for brands to curtail or attempt to regulate consumer use," says Intelliseek Chief Marketing and Client Satisfaction Officer, Pete Blackshaw. "Consumers embed brands into consumer-generated media all the time. Will Pepsi raise questions about consumers sharing digital photos with Pepsi signs in the background? This is a reality brands have to live in. It's part of accepting the fact that consumers are in control. They shape much of the messaging, and brands need to think hard and deep about whether they can influence those outcomes."

Avila still uses FedEx. Seth Godin notes, "At the end of the day, this won’t hurt their business." I guess we can forgive the brands we love.
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