Silly Stuff Matters
I read recently that thefts of Shetland #danceponydance ponies have been blamed on the popularity of Three’s outstanding TVC, created by advertising powerhouse Wieden & Kennedy. Social media mash ups of the original TV spot have perfectly communicated the TV ads strap line, “Silly stuff. It matters”.
I couldn’t agree more. The session I gave this morning at Digital Shoreditch in London started with that very same sentiment. 50% of people use social media (just) to waste time.
“Time that you enjoy wasting is not wasted”.
I’d like to think that John Lennon was prophesying about social media when he said that, but I suspect not. Either way, the silly stuff does matter. And the brands that are having the greatest success in social media have realised that. They respect the boundaries of the consumer (only serving them a commercial message when they know it is absolutely appropriate to do so).
Red Bull, the kings of content and branded story-telling have an un-official social strategy that says,
“50% of people use social media to waste time, so let’s give them some really cool shit to do while they’re there”.
After all, whoever tells the best stories (usually) goes home with the most marbles…