ROOFTOP banter

We all know that breaking through clutter is a classic challenge for marketers, particularly with the ever-increasing bombardment of messages hurled at consumers. We believe the key is to offer up unexpected fun to entice engagement.

One of our favorite tactics is a marketing wonder that’s smaller than a business card. Confetti is the word we’ve coined as its name. On the surface, Confetti is a pretty little card with interesting visuals and a website URL. Like traditional confetti, it looks great when it’s spread around an environment as party décor. Unlike its festive counterpart, you can use Confetti to make people believe fate is calling.

Picture this: You sit down at your favorite restaurant and find a pocket-sized message on the table. Suddenly, you have the feeling that it was put there just for you. Almost like fate is talking to you. You put it in your pocket or purse, only to rediscover it later. Yet again, your interest is piqued, and you feel compelled to hop online to unravel the mystery.

That’s the beauty of Confetti. You can spread it around town in small doses or drop it from a helicopter (okay, don’t litter!) – restaurants, the library, and the gym – anywhere that’s appropriate. And it’s a little intriguing treasure that’s impossible to resist.

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We’ve all heard the claims that with social media, the possibilities are endless. Okay, here’s the pickle: I want to make a monster movie, but am sans resources. Can I use social media to get talented writers and filmmakers to give me content for a feature-length film?

Enter our friends from last year’s SXSW awards, the creators of LostZombies.com. These 3 East Bay residents started a zombie-themed social network with the goal of creating the world’s first community generated feature-length zombie documentary. Users submit videos and photos based on loose guidelines, with the best content compiled to complete the film. And with their zombie culture sweeping the nation, the guys are well on their way to success. There’s been close to 1,000 videos, over 100 blog posts, and over 7,000 photos submitted to date. Check out some of the user-generated content on their People’s Choice Award-winning site.

What makes this so successful when Fortune 500s can’t get people to fill out a survey? It’s a two-way street. Hopeful filmmakers get a chance to break into the business with their work featured in the film, and the people get zombies. Zombies, dude.

In addition to the film itself, the initiative’s marketing gives the power to the people. Lost Zombie stickers have been embraced by people across the world eager to make a mark and spread the epidemic… me included. See more stickering here.

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For years, we’ve been talking to clients about building websites that encourage people to come back time and again. Now, the conversation has evolved to discuss how to accomplish this goal via social media sites like Facebook and Twitter.

How do you build a following and keep people tuned-in for the long haul?

For one local company, we developed a citywide scavenger hunt for a new product launch. Scavenger hunt clues have been released exclusively via Facebook and Twitter. By merging guerilla tactics into the social media landscape, we’ve given followers exclusive access to fun. And, everyone wants to feel like they’re “in the know” about something that the general public is not.

This social media campaign began by creating brand-appropriate pages and a content development strategy to keep things fresh. We can’t share all of our secrets, but we also helped this company land hundreds of followers in under a week.

Awesome creative ideas drive the word-of-mouth that will keep more people coming to these pages. Continually posting relevant, intriguing content will keep them coming back for more.

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I’ve always been a big fan of Levi’s campaigns. I was once so moved by a Levi’s superbowl spot, I ran out the next day to buy a pair of (not so) skinny jeans. Levi’s is a classic name that refuses to tire, endlessly reinventing itself to stay connected.

Levi’s ads are almost always sexy, modern and thought provoking while tying in the brand’s heritage in fresh and unexpected ways. This year’s Go Forth: The New Americans campaign is no exception. This site uses consumer-generated content to build the “fabric” of its message, fueling American pride in challenging times.

The multimedia invitation – words, images, audio and video — offers ample opportunity to participate. Contests create compelling reasons to submit. Content suggestions such as “Pick a task: Take a picture of you wearing Levi’s in a place you’ve never been before” inspire brand integration in ways that spark imaginative thoughts.

Copy is almost an afterthought, but just as powerful as the submitted imagery: “I work for better times. ‘Cause no one built this country in suits.” Whether a reader or contributor, you’re likely to remember this site, associating the Levi’s brand with the belief that you too can shape an ideal American future…especially while wearing a great pair of 501s.

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Social connectors are the engine that drive any viral phenomenon. That’s why word-of-mouth is worth its wait in gold to savvy marketers. Now, people have more incentive than the simple pleasure of recommending useful, interesting products and services to friends and family. Brand About Town allows you to become a “Brand Enthusiast” and get paid for spreading the word.

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