Distributed Marketing – Part II

So, in Part I we were asking ourselves: If we set out to create the first distributed marketing program, what might it look like? (I am aware of course that someone may have done this before. If you know about it, please share.) By looking at the distributed computing model I identified three elements that seem to make it work:

a) Its is quick and easy to do

b) It is altruistic

c) It's cool technology

The first example I used, Toyota and a new Hybrid model, was as admittedly a bit of a softball. So, we left off by asking: What about a tougher challenge? What about a pure marketing play?

Let's take a product and brand that has no connection to a “cause”, say Coca Cola and their Mountain Dew product. Now what can we say about Mountain Dew? Its established, its edgy, and it has a youth slant.

If we deep dived into the brand-loyalist profile I am guessing there is a desire there for a sense of belonging. If that is the case then I think that would be the insight to leverage.

I could envision a program that pits the Dew loyalists against the “other” guys, some soft drink that is less hip. The message to the loyalist could be something to the effect “the Dew Nation is taking over!” Those poor people drinking that other stuff need to be rescued! The invitation to them could be to join the effort by donating space on all of their electronic communications.

We could create a small download that when installed would automatically insert the Dew rally cry and call to action into all the participants IM's, emails, My Space, etc. To spice it up we could also provide a mass incentive like free six packs if the goals are met, individual contribution tickers and incentives, and program dashboards. That actual success could be measured via how many new drinkers self-identify on a micro-site using unique codes from caps/cans.

So let's look at this through the lens of the three elements:

a) Easy – Quick download and install.

b) Altruistic – While not moral in nature it would allow a fun way for loyalist to support a favorite brand. The incentives cloud this element a bit.

c) Cool Tech – Done right, the interface and tracking elements could be very cool

At the end of the day this is really a flavor of viral marketing. However, it is interesting to look at the possibilities through this distributed-computing lens.

Well thanks for letting me share that. I hope it will stay out of my head for a while now!

J

Distributed Marketing – Part I

Well I can't get this out of my head. After I posted the Monday list the idea of “distributed marketing” popped into my head, and I am unable to get it out. So even if this post makes no sense to you, its still helping my sanity!

So: If we set out to create the first distributed marketing program, what might it look like?

First I think about what makes the distributed computing model work, at least the model I mentioned that pertains to medical research. Here is what I think makes it tick:

a) Its is quick and easy to do

b) It is altruistic

c) It's cool technology

Now what exactly am I saying by “distributed marketing”? I am not talking about RSS or email newsletters which some refer to as such. Rather, I am thinking of a marketing program in which customers would volunteer some resource to promote said campaign. Many product and brands would have little or no shot to tap the altruistic vein, but some might.

Let's take an easy example, say Toyota and a new Hybrid model. How could they capitalize?

a) Quick & Easy: Create a small download that can be grabbed from a website or banner

b) Altruistic: The download would help work on global climate change calculations for a partner university

c) Cool Technology: Show interesting visualizations of the work; include a trivia game; co-brand the interface, e.g. “Harvard & Toyota”

Admittedly I cheated a bit here. A product that was not green would have to take a different and more imaginative approach. Also, I am really talking above about sponsoring/branding a distributed computing model. What about a tougher challenge? What about a pure marketing play?

I will post my thoughts tomorrow!

J