This video has been all over the web and TV, and it never fails to make me cry tears of joy. Why is that good? Because joy is a feeling that you just don't come across every day, so when you do, you remember it. And I sent it out to a bunch of people so they could enjoy it as much as I did. Take 5 minutes and watch this if you haven't seen it already (and see the story behind it here.)
Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.
The astute mind behind Servant of Chaos has a great post about this video, and he makes some great observations. Most especially, I was struck by the fact that this video is indeed sponsored by a national chewing gum brand - Stride - but they were content to take a credit on the end of the reel instead of their logo plastered all over everything. In fact, I had to watch the whole video before I realized it WAS sponsored.
Sometimes, it's not about sales or pimping your product. It's not about splashing your website url or MySpace page all over. Stride did a powerful thing by sponsoring this effort - they put a whole bunch of money into merely spreading happiness and joy. And guess what? We're writing about them. Happiness - and the power of community - is truly contagious. (PSST - all you "viral" marketing people out there, take note).
The takeaway: How can you make your customers happy, just for the sake of it? Does it always have to be about key messages? How about finding something that makes you happy and sharing it with them, just as a thanks for being part of your community?
9 comments:
Thanks for sharing the video and your insights. [For some strange reason I feel like chewing gum and dancing!] A wonderful lesson to be learned here!
The best marketing goes unnoticed.
Great point, I just saw this video today and it definitely put a smile on my face. What a way to build goodwill towards a brand- even on Matt's site he simply states that the Stride people were "good people".
I had this open on a tab to look at it; then a dear friend called to tell me that her grandma passed away last night. After I got off the phone I read your blog, thinking some joy would be a good thing right about now.
Wow. The overwhelming message I got was to LIVE FULLY. NOW.
When Matt got to Poland, I started crying, since that's where my friend's family is from. :-)
Just wow. Live with exuberance.
Thank you for sharing!
@Mack, you know it. We're so obsessed with shouting all the time.
@Gloria, I can't watch the thing without smiling, and that's about 15 times in a row now. ;)
@mousewords, So sorry to hear about your friends' loss, and glad I could spread a little joy.
along the same line. Groundfloor Media posted this video that has a funny story and the only brand you see is a tiny Gatorade bottle by the girls feet. Another great way to get the word out, but not force your brand on people. http://groundfloormedia.blogspot.com/2008/06/gatorade-gets-does-it-right.html
I just LOVED that! thank you for sharing it!
I laughed and cried, then laughed and cried some more. The one question I have is, will it cause people to buy more Stride gum?
OK, two questions. Has Stride turned this into a 30-second spot? (Third question) If not, why not? It beats the hell out of most that I watch.
@Paul, me too. Is it going to make me buy more Stride gum? Dunno, but their brand certainly has a newfound place of honor in my mind.
As for the 30 second spot, I'm voting against it. If nothing else, to keep the purity of what this is for what it is. They've done a great job of preserving the non-commercial spirit of this by letting it grow organically on the web, and I'd love to see it stay that way.
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