Those who know me know I love online/offline, old school/new school, overlap mash up type things. And am amazed at how quickly some of these new school things become traditional in their own ways.
Been thinking a lot about how to facilitate content creation around a brand, in sincere and inspiring ways. One of the challenges of creating social media content that fragments down to niche levels is the sheer magnitude of the management challenge. Plus the fact it usually is little more than interviews and mini documentaries. Which are good, but can it be more than that?
A few things are came together the other day around this:
1. Increased vacancies mean decreased rent and more retail space available.
2. Vancouver Olympics may be first to have a 3rd media center for citizen journalist types.
3. In my travels most cities have geographic clusters of the creative/production businesses - audio houses, production companies, vfx, software development, etc hang out. Typically away from the business district and rarely in the trendy warehouse district. Usually in a real warehouse/industrial type area without fancy restaurants with uncomfortable chairs and clean helvetica menus.
4. Brands desperately want to engage with authentic social media content creation.
5. Pop up, showroom type retail seems to have some legs when done well.
6. If I were to start a business, is there a way to use a retail space not only to sell the product but create the product - a working retail lab of sorts. How can retail be done different/better - current favorite example is the Monocle shop in London.
It would be interesting if you mash all this up, and a brand such as a Nike or Adidas, instead of opening up their next sports culture store in the semi-fashionable shopping district beside an Urban Outfitters, they open a retail/gallery/media center in the heart of a city's creative community. Host events, talks, artist exhibits, and invite the folks around to come by. No obligation and invite them to film, record, create, whatever on the spot.
The thinking being if you want to stand for culture, and sell street culture, go to the less traveled areas and be street culture. Facilitate the culture around you.
Take Nike, I love the Make Something From Nothing initiative. And I loved the now closed Nike Runners Lounge that gave product trials, clinics and the odd Bowerman waffle breakfast in exchange for some feedback and pictures of my Stanley Park muddied legs that I'm assuming went to a repository in Beaverton. It would be neat to take the media/content center out of the head offices and trial one on the street. This doesn't replace the other marketing activities, but 6 months rent, and some great studio design and technical support is a modest investment beneath a TV buy.
I'm sure someone will point out who already did this. But done in a big way could be awesome.