Social media is the accelerant for your mythic ideaWritten by Kevin Cesarz | | firstname.lastname@example.org
Here’s begging your company to create special, nontypical messages. Here’s begging you to be mythic and personal rather than labeled and listed when you combine great advertising messages with social media.
The Pure Michigan advertising campaign took the buckle of the Rust Belt and made it a feeling instead of a to-do list. The campaign raised some pretty special images and assigned personal stories and history to a tourism message. Are Missouri and Maine unique? You bet. What’s their story? Not sure, but we know Michigan’s story through this campaign.
Then this brilliant storytelling was given legs with a solid social media campaign. Those images and ideas were extended and accelerated by searchable social media that gave Michiganders and potential visitors more opportunities to define, expand and act upon those special feelings.
Matt Canzano, executive creative director at McCann Detroit, shared insight on the Pure Michigan campaign during a recent AdWorks event in Perrysburg. The Pure Michigan campaign created in 2006 was combined with social media in 2009, to include a blog, Twitter account and Facebook page.
Social Media was the accelerant for the campaign’s success. Great ideas like the Pure Michigan campaign, even with purchased TV, radio and print exposure, need the amplification of social media channels to affirm and identify that “feeling.”
Pure Michigan’s different social media channels are all best-in-class. The Twitter channel has more than 20,000 followers, the Facebook page 327,000 and the YouTube channel has produced more than 1 million uploads of radio and TV spots containing Tim Allen’s softened Buzz Lightyear delivery providing Pure Michigan goodness.
The Facebook page promotes events around Michigan and gives behind-the-scenes information about Pure Michigan commercials. The TV and radio commercials, along with fan photos generate the most popular content on the Facebook page.
The Pure Michigan blog is staffed mostly by guest bloggers, who churn out original content (stories and photos) integrated with Twitter, Facebook, YouTube and Michigan.org, which for the fourth consecutive year is the nation’s top state tourism website. That’s right, not California, Florida or New York, but Michigan.
If you want to create a clever and unexpected way to communicate with your customers, try thinking about typical things in a nontypical way. Build stories that stand out and fascinate people, and anchor those stories online with social media.
Kevin Cesarz is director of social media and Web project manager at Thread Marketing Group in Maumee (threadgroup.com). He also helps create storytelling content for MrElshMedia (mrelshmedia.com). Find more ideas about social media at klcesarz.wordpress.com.