Friday, 31 July 2009

Let the people create the content and let the brand reap the benefit

It's no secret that I am a huge fan of Spotify. I'm also a fan of many things Italian. So happiness is when I see the two put together in a way that brightens my day and in all probability will brighten many many days to come too.

Bravo Fiat! They're running a multi-media campaign for their Fiat 500C (c for cabriolet), which has ticked lots of boxes for me in the world of smart use of the digital space. Ok, the summer may not be living up to it's name, but we all like the idea of wind in our hair and soft top cars. Apparently the UK has the greatest penetration of cabriolet cars in Europe. Yet arguably one of the most variable climates.

So what have they done? Created a campaign that harnesses the power of music to make us feel good, with a platform that facilitates participation via the creation of playlists / songs on demand & then got the consumer involved in an easy-to-engage fashion to create content that the brand derives benefit from. Brilliant.

So far, in the 5 days the campaign has been running, 1926 tracks have been submitted, and there've been numerous people commenting via Twitter. The smart thing about this campaign is that not only do I get to feel involved because my track has been included in the playlist with minimal effort involved in contributing, (so I feel part of the 500c Spotify community), but because in a time pressured, information overloaded world I now have a ready made playlist to listen to full of tracks that make people smile. Better still is the fact that I now have an easy default option of something jolly to listen to when I can't be bothered to make an active decision. I regularly default back to playlists I've been sent as long ago as February when I first started using Spotify.

So for Fiat, they stand a pretty good chance of remaining on my radar for months to come, and bringing a smile to my face time after time. Good for them. And they didn't even have to create the content, just facilitate its creation, which for me is a good illustration of a brand that has understood the social media space. It's part of that letting go of control thing that brands are having a hard time grasping. You don't always have to be in control to reap the benefit.

So cheer up your Friday, listen to what the people say make them smile (You'll need to have downloaded the Spotify app first, then doublc click on link /500c playlist icon that appears on LHS of the Spotify window). It's eclectic but that's part of the fun. Open the sun roof this weekend, crank up the stereo, and pretend you are nipping around Rome in a soft top Fiat 500c. It doesn't take much imagination for that combination to conjure up a smile.

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