Want to know why my column next week on Miami Vice is going to be so cool? Because someone from Universal Studios took half-an-hour out of his day to call and chat with me about it.
And with that, the 'Spontaneous Marketing Campaign' for the movie Miami Vice was launched.
That's why I think it's our responsibility to ourselves, and companies that are smart enough to embrace bloggers, to reward their efforts. I think we need to send a clear message to Universal that their 30 minutes spent talking to Chris was the best promotional move they will make this week. We all need to link to Universal Studios, and tell the story of how they were smart enough to embrace bloggers.
And that's exactly what many of us did. Over the next few days, around 40 blogs picked up on this story. Even heavyweights such as Cinematical and Church of the Customer joined the fray. One rep at one studio taking a few minutes out of one day to talk to one blogger, eventually netted tens if not hundreds of thousands of people being positively exposed to Universal, and Miami Vice. We wanted to make sure that Universal's efforts were rewarded, because at the time, it was still painfully unusual for a company to even acknowledge bloggers, let alone reach out to them.
But that, apparently, was 2006.
When I started the Company Blog Checkup series a few weeks ago, my thinking was that I'd hear from some of the companies I'd blog about, but most would pass. Instead, all 3 companies profiled so far have responded, and each one has been even more responsive than the previous. And over the last couple of weeks, I've heard from other bloggers that have said that they too have been contacted by the companies or organizations that they have recently blogged about.
It seems that the new media landscape is finally seeing the shift we were all hoping for. My thinking all along was that companies would initially resist the blogosphere and social media in general, as it was something they didn't understand, and that they likely viewed as a 'fad'. Then as it became obvious that there's 'something to this whole social media thingie', these companies would want to reach out to the people that use and are familiar with these wonderful tools. I think we are reaching this point now.
Which goes back to the point that Ryan made a few days ago about how companies need to incorporate social media into their marketing efforts as soon as possible. Companies such as Kodak, HomeGoods, and Dell that are now in the blogosphere, already have a tremendous headstart over their competitors that are still on the sidelines trying to convince themselves that the beach is safer than the open water.
Unfortunately, 'safe' is the new 'risky'.
Tags:The Viral Garden, Marketing