Thursday, July 22, 2010

social object creation / be your digital best: digital marketing philippines

Saw this Cannes-winning Mars bar on TheInspirationRoom. Love the idea and execution that brings to life one way that brands can make their products engaging in the real world.

This reminded me of other executions I've seen in the past - Beck released a black CD cover with stickers, allowing their fans to customize their own covers. Penguin has also released DIY (Design-It-Yourself) covers for some of their classic titles. Definitely not a new idea, bu still sticky.

Given the way consumers have immersed in social media, it has become a much bigger challenge to keep real-world products sticky. But allowing us to take ownership is a good way to win. Maybe the challenge is to allow more ways for consumers to put their own stamp on things, and help them turn products into personal social objects.

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