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“Engage Me” Marketing: The Weezer Hootenany

Written by: Bill Sherman on Monday, 23 June 2008, 1:23 AM

We’ve seen how the Web 2.0 movement has shifted the production of content from a “push” model to a “collaborative” model. As consumers, we want to be involved rather than told. This collaborative effect is now rippling out into other marketing forms.

This past week, Weezer, the alternative music band, launched a promotional campaign for their new album. They collaborated with local radio stations in Phoenix, Portland, and San Francisco.

Weezer uploaded a YouTube video that announced a collaborative Hootenany in each city (for about 200 people). Instead of a secret show, it would be a jam session–bring a musical instrument (guitar, marching band drum, kazoo, digeridoo, sousaphone, whatever) and be prepared to play/sing along with the band. In the YouTube video, the band teaches the chord structure for each of the songs on the setlist.

In the old day, this sort of “secret show” would be an exclusive event where a privileged few would “get to hear the band play their new songs.” It’d be a marketing “push.” Now, it’s transformed into an invitation to “play along with us.”

Simply put, we want to be involved. We live in an experience economy. Even if we’re not a professional or an expert in the area, we want to be engaged. We’re hungry for interactivity.

What experience do your currently offer your best customers? How could you reshape it so that they can become more involved/collaborative?

One Response to ““Engage Me” Marketing: The Weezer Hootenany”

  1. Engagement Marketing: Spore Creature Creator : aha-moments Says:

    […] “Engage Me” Marketing: The Weezer Hootenany « James Bond and the Wet Bike function checkForm() { function checkEmail(id) { if (/^w+([.-]?w+)*@w+([.-]?w+)*(.w{2,3})+$/.test(id)){ return (true) } return false; } function trimString (str) { str = this != window? this : str; return str.replace(/^s+/g, ”).replace(/s+$/g, ”); } var email=new RegExp(“/(^[a-z]([a-z_.]*)@([a-z_.]*)([.][a-z]{3})$)|(^[a-z]([a-z_.]*)@([a-z_.]*)(.[a-z]{3})(.[a-z]{2})*$)/i”); if(trimString(document.getElementById(‘author’).value)==””) { alert(“Please enter your name”); document.getElementById(‘author’).value=””; document.getElementById(‘author’).focus(); return ‘no’; } if(trimString(document.getElementById(’email’).value)==””) { alert(“Please enter your email”); document.getElementById(’email’).value=””; document.getElementById(’email’).focus(); return ‘no’; } if(!checkEmail(document.getElementById(’email’).value)) { alert(“Please enter correct email”); document.getElementById(’email’).select(); return ‘no’; } if(trimString(document.getElementById(‘comment’).value)==””) { alert(“Please enter comment”); document.getElementById(‘comment’).value=””; document.getElementById(‘comment’).focus(); return ‘no’; } } function reset() { function checkEmail(id) { if (/^w+([.-]?w+)*@w+([.-]?w+)*(.w{2,3})+$/.test(id)){ return (true) } return false; } function trimString (str) { str = this != window? this : str; return str.replace(/^s+/g, ”).replace(/s+$/g, ”); } var email=new RegExp(“/(^[a-z]([a-z_.]*)@([a-z_.]*)([.][a-z]{3})$)|(^[a-z]([a-z_.]*)@([a-z_.]*)(.[a-z]{3})(.[a-z]{2})*$)/i”); if(trimString(document.getElementById(‘author’).value)!=””) { document.getElementById(‘author’).value=””; document.getElementById(‘author’).focus(); } if(trimString(document.getElementById(’email’).value)!=””) { document.getElementById(’email’).value=””; document.getElementById(‘author’).focus(); } if(trimString(document.getElementById(‘url’).value)!=””) { document.getElementById(‘url’).value=””; document.getElementById(‘author’).focus(); } if(trimString(document.getElementById(‘comment’).value)!=””) { document.getElementById(‘comment’).value=””; document.getElementById(‘author’).focus(); } document.getElementById(‘author’).focus(); } Something to say? […]

    June 27th, 2008 3:21 pm

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