
I’m encouraged that big brands out there are starting to listen. There is a difference between simply pushing your product traditionally, and using real voices, people and opinions to create stories around these products and brands. The first is a traditional method that frequently gets lost in the clutter of all of the other brand chatter out there, and the second is a way for brands to create compelling, unique content that is more approachable and realistic to the consumer. Recently, Sony and Ford invited all of the Cast of Dads members (CC Chapman, Brad Powell, Jeff Sass, Max Kalehoff and me) out to Boston and then to New York City for a “brand and dads get together”. Unfortunately, Max and I couldn’t attend due to scheduling conflicts, but CC, Brad and Jeff were able to participate in a quite unique brand experience.
(photo source: CC Chapman)
The idea was that the dads would all meet up in Boston, then drive a Sony-equipped Ford Explorer down to New York City to then see a private concert with the band Train and then go to the New York International Auto Show. But what is really important here is that Sony and Ford worked together to make this happen. It’s rare to get large brands such as these actually thinking “outside of the box” and looking at ways to produce an experience. Neither Sony nor Ford had any involvement in the rich content that would be created from the road trip or other events, but it was a perfect occasion for CC, Brad and Jeff to really shine. I truly wish that I could have been there to experience it and participate. Perhaps next time!
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