Hyperconnectivity, Brands, and Westeros

September 15, 2011

Outside one of the Game of Thrones food trucks in NYC (courtesy Flickr user CampfireNYC2011 used under a Creative Commons Attribution-Noncommercial-Share Alike 2.0 license)

Great article here by Mike Monello, partner at agency Campfire, on how brands should get their message, or story, out in a “hyperconnected world.”  Too often in the agency world (as I and many others can attest) brands are too concerned about how many Facebook “likes” a campaign receives, mentions on twitter, and the like.  What Mike’s focusing on in the article is giving fans, especially the most passionate ones, an array of entry points to experience a brand’s story and to give them the tools to create their own stories.  An example Mike brings up is Campfire’s work for HBO’s Game of Thrones:

To ensure that the first season of HBO’s new fantasy series, Game of Thrones, became a mainstream hit, my agency, Campfire, evoked the world of a show that didn’t yet exist. We designed a series of sensory experiences that invited people to see, hear, touch, smell and taste the world of “Westeros,” as well as conveyed the types of dramatic stories in the series itself. The campaign began with mailing intricately designed scent boxes to online influencers, and culminated in a food truck curated by celebrity chef Tom Colicchio on the streets of New York and Los Angeles. We brought the show to life in the minds of curious fans, turned them into evangelists and helped build an excited audience that made Game of Thrones one of the season’s most anticipated and successful new shows.

The entire article is great read – highly recommended.

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