Is your radio brand just a radio brand?
This past holiday season one movie changed what it means to be a “movie,” and there’s a lesson wrapped up in that change for any radio brand, too.
To quote Gary:
What makes this different is that they’re not just using pre-existing assets [and repurposing them across channels]. They’re taking a core asset (WILL FERRELL) and investing the time and money to create BRAND NEW PIECES OF CONTENT that they can customize and target AT ANY SEGMENT OF THEIR AUDIENCE.
This extra effort puts their “core asset” in the path of large audiences of many other brands – not by a promo or a spot, but by the addition of unique and compelling content which adds value to the partner brand and attracts more consumers to the movie theater turnstiles and the stream of spinoff content (sequels, DVD’s) that depend on them.
The end result: Everybody’s happy.
Assuming, of course, that all that incremental attention translates to the box office – and in this case it did not.
But the bar is high for a major motion picture – particularly one based off a ten-year-old original that has been televised hundreds of times. It costs time, money, and effort to see a movie on the big screen, after all – and mediocre word-of-mouth on the film didn’t help.
Listening to your radio brand, however, remains free and easy. See a morning show do something funny on TV? What does it cost to check them out tomorrow on the radio? Nothing!
So what is your “core asset”? How can you put that core asset in the way of the audiences of other brands such that it adds content to those brands while also attracting their consumers to your brand?