Diesel is bringing Facebook’s ‘Like’ button into its retail environment so that customers can ‘like’ any item they see on the shelves. All they need to do is go into the store, scan the QR code displayed next to the item with their smartphone, and be taken directly to a product page where they can ‘like’ the item. The item, and the fact they are shopping at Diesel, is automatically displayed on their Facebook wall. Simple example of how digital social shopping is being integrated into the retail experience.
Just came across this really interesting social engagement/community creation idea by Diesel.
They’ve created Diesel Island. Home of the stupid, land of the brave. It’s a fictitious place digital country whereby they are seeking out people to become ‘pioneers’ of this new country, free from all the bullshit of most countries. They’re obviously building off their ‘Be Stupid’ positioning but adding a fun community layer to it. Via the site and Facebook you’re able to become a resident of Diesel Island, the more you interact with the Island, the more benefits you get.
The New Nation manifesto talks through the goal of the new country.
There are 5 key steps to becoming a resident on Diesel Island, all aimed at driving participation and community interaction within the idea:
1. Settle on the Island (by joining the FB group)
2. Complete a Visa Application (by profiling questions on your web behaviour)
3. Propose a law for Diesel Island
4. Suggest a public holiday
5. Make 10 contributions.
The more you interact with the community, the more benefits you get as a citizen of Diesel Island. You can even become President for the Day.
I applaud Diesel for creating a ‘country like no other’, a its a great social engagement idea which builds a community and becomes a fun way for people to interact with the brand values as well as view product. It connects the community of ‘pioneers’ around interesting fun challenges. They’re promoting Diesel Island within the Diesel Facebook fan page of 790,000 fans , however they’ve only got 1,347 inhabitants so far which isn’t great.
Not sure how hard they are promoting it for it to drive larger participation.
Will be interesting to see if Diesel Island gains critical mass, cos it is a cool idea
As part of Diesel’s global Be Stupid campaign, they’ve come up with quite a cool little experiential event called Facepark, a live event where thousands turned up to create an analog version of Facebook, simulating pretty much everything you can do on Facebook in a physical format, starting with every guest receiving a profile cut-out on arrival that would become your analog wall for the day.
A cool quirky event that is semi social and a bit of fun for the brand. A mini movement against digital. I like how the brand is poking fun at popular culture and being playful, in this instance, Gen C’s obsession with a digital life. A very different approach to Levi’s super sious ‘Go Forth’ campaign which i equally admire.
How will the recession affect global youth spending behaviour? Everyone always talks about young people being free spending, loading up the credit cards with huge debts etc. They’ve been the ‘I WANT IT WHATEVER IT COSTS’ generation. I believe we will see the rise of the ‘Recessionista’ in the coming months as Aussie youth adjust their spending behaviour. It will all be about maintaining their appearance, but doing it for less and wanting more brand experience along the way. Remember, they have the power with all these brands competing for their attention. So instead of buying Diesel or Nudie jeans they will be settling for Industrie. Instead of buying Grey Goose, they’ll settle for Stolichnaya. We’ll also see them becoming ‘hybrid dressers’ as they combine luxury brands with the cheap and nasty. So teens running around with Prada glasses and a pair of Dunlop Volleys. I believe global youth are ‘striving to be more’ as opposed to striving to have more, so brands that help them achieve will win. Value in the eyes of young people won’t just be perceived as a price equation, it’s all about the quality, cultural capital (social currency) that brand gives them as well as brand utility that is provided. The youth brands who focus purely on price will shoot themselves in the foot. The brands who create more perceived value via interesting brand experiences and giving kids shit to talk about will kill it.