Creativity: Freshly Juiced by Social Media
Social media is oftentimes perceived as a replacement or threat to traditional Creatives charged with developing new campaigns and advertisements. It’s true: technology has lowered the threshold to producing video by anyone with a creative bee in their bonnet. But let’s not throw the baby out with the baby water. Let’s look at what social media offers to learn how Creatives can leverage it for their own good.
Video game maker Electronic Arts discovered the Tiger Woods “Jesus Shot” video on YouTube where a gamer somewhat makes fun of EA allowing Tiger to walk on water and hit a golf ball from the middle of a pond. Could be perceived as a glitch in the game. I mean, come on, Tiger’s good, but everyone knows cats don’t like water.
EA capitalizes on the YouTube video and “responds” by releasing a new video showing Tiger walking onto the pond and hitting a golf ball. The video ends with “It’s not a glitch. He’s just that good.” Brilliant. They convert a annoying situation into a creative epiphany that ends up being a fantastic commercial. Oh, and they post the commercial to YouTube, of course, generating 80,000 views in 2-days. Now THAT’S being creative.
Similar Coverage/Stories:
- Mashable – Tiger Woods’ Jesus Walk Not a Glitch
- The Social Path – EA and Tiger Woods show how to pay attention
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Online Payday Loans on May 28, 2009 @ 11:31 am
Love the post. It’s sad but true. Creativity can turn possibly negative situations into great marketing schemes. The problem is that creativity seems to be more and more a thing of the past for too many.