As I've posted earlier there is something very interesting, intellectually at least - practically at best, of looking at a brand as a media property. You can also look at campaigns themselves as media properties. An interesting case study is the Geico Caveman of whom much has been written on the character's move from Commercial-land to TV-land. Last week he made the jump to real-world-land at SxSW. This video from uber blogger Justine shows Caveman in action:
One of the tests of a truly big or generous idea in our modern media landscape is the ease of envisioning other places it can live. And when you look at an idea not through the filter of is it a great ad but through the filter of could it be a great broad reaching media property you tap into a whole different kind of idea.
BK's the King and have it your way have tapped into this. And a fresh example launched this week - the new Got Milk? teen focused campaign. In a nutshell it's Got Milk? meets Spinal Tap featuring a guitar of bottomless milk given by angels to an ordinary man empowering abnormally awesome rock god abilities.
A music property (aka band or singer) is a media property, in particular if you approach if from the new business model of a Live Nation or Nettwerk records where the albums themselves are the loss leader but the music itself is a media property monetized by concerts, t-shirts, ringtones, and even a multi day vacation such as the Barenaked Ladies Ships and Dips.
What if the ads themselves are the loss leader and the extensions of real world engagements or useful idea extensions like games, widgets, user generated content, spoofs and other delights leading to active engagement are the real currency of branding rather than sheer exposure and GRPs.
If I put my consumer hat on that sounds a lot more interesting than shouting at me.