Brand Fusion: Creative, Search and Media

I’ve been spending a lot of time thinking and talking about the fusion of social media into other areas of interactive marketing (especially how it is being done at my agency, Rosetta).  In some recent discussions I came across this example from Converse, fusing creative, video and paid search marketing (PPC).  For anyone who doesn’t have much of an appreciation for paid search, it will blow you away.  For those in the industry and have an appreciation for using paid search to drive branding campaigns, this will still blow you away if you haven’t heard about it yet.  It’s this kind example that truly exemplifies digital marketing as an art form.  To me it’s an amazing blend of insight, creativity and execution.  It’s not truly social – yet – but I think there could be more life to the content simply adding sharing features in the videos and giving people chances to comment.  Either way it’s still brilliant.

What do you think?  Know of any other examples?  Watch and drop your thoughts in the comments. (Feed readers please click through to see the video, which was shared with me by Jason Tabeling).  You can find the official home page of what’s described in the video at at http://www.thisistheindexpage.com (again, smart).

Converse Domaination from Ross Martin on Vimeo.

Related Posts with Thumbnails
  • I love this! Lots of fun ways to use this approach to connect with your potential audience (at least until poorly-executed copycats jump on the bandwagon, I guess)!

  • There is so much potential here though, that I think there is a lot of room for copycats and expansion on the insight… we'll see. Thanks for dropping in Faryl.

  • Love love love this campaign, for me it truly shows how creative you can be with digital. More of this please!

  • Thanks Gemma – I will keep looking, if you find more like this please let me know!