Attention Bloggersphere: I’ve just put in an entry for the 2013 SXSW Interactive festival in Austin, Texas with my fellow Regional Planning Director APAC at Iris, Paul Gage @gagey501 and we need your vote. Please click on the link below and vote for us if you find the idea of ‘participation branding’ through the lens of youth culture interesting.
Here’s the spiel:
Put your money away Granddad! Building a successful brand with youth comes at a price, but its currency is participation. The rewired brains of tomorrow’s teens will only buy into brands that are cultural from the core and redefine how hey interact with people. This is ‘participation branding’ and it’s how business now needs to think. Participation brands have involvement hardwired into their DNA – from small scale programs to long term platforms. Involving youth in extraordinary content, experiences, conversations and communities will be essential ingredients to move them to produce, play, propagate and play for your products, services and ideas. In this talk we’ll explore the 5 principles of participation branding and also give you a glimpse of what participation branding will look like in the future – by sharing how our global client partner adidas is preparing for the 2020 Olympics.