Last week, I was on my way to the office after having dropped my wife off at work, and I got stuck in traffic. One of the main Montreal thoroughfares was closed off. There was a huge inflatable fireman mat at the base of a building, and it looked like someone was jumping. Which they were. But it was part of a fundraiser organized by Défi Canderel to fight cancer.
The concept was incredible: The more donations they received (via text, in an attempt to break a world record), the higher the platform would rise from which the daredevil would ultimately jump. I watched one jump, parked my car near the office, then ran back to document the event. Just for fun, for my YouTube channel. To tell the story. The video ended up being incredible, if I do say so myself (the crew was nice enough to let me attach my GoPro to the platform from which the jumper was jumping, which gave an epic view).
The video was a success not only on my channel, but on other social media outlets as well (Facebook, Instagram…). A subscriber from India thanked me for showing him around Montreal. Another huge social media outlet with millions of followers called The Hook will probably be featuring the video in the coming days.
The moral of the story: ABC. Always be Creating! Always Be Creating! Or Always Be Capturing. One of the two… Something to play on Alec Baldwin’s classic line. But always be creating. It’s one thing to have an incredible event. It’s another put that event out there for the world to experience. And it’s not always the slick and highly stylized productions that will grab the audience’s attention. Sometimes it’s the ‘quick and dirty’, rough, authentic look that pulls people in.
“Marketing” is a loaded term that often has some cheap or tawdry connotation to it. But “marketing” – true, effective, authentic marketing – is nothing more than sharing… Sharing an idea, a story, an image, an emotion, or any combination thereof. It’s such a waste to create something, to experience something, to live a genuinely unique moment, and have it disappear into the ether or memory. And for companies or enterprises that are putting big effort into big event, that are looking to connect with the public, it’s a waste when that happens.
It’s more than a waste of the event. It’s a wasted opportunity to connect with an audience that is excessively larger than the reach of the moment. A moment is spatially and temporally limited. With the internet and the sharing capabilities of social media, when captured and storytold properly (I’m coining that term!), every moment has the potential to be spatially and temporally infinite.