Crowd Sourcing Humor - Secrets of the New Social Humor - Tom Troja

People love to laugh It is a basic human emotion Marketers know this A good laugh tied to a brand can keep the brand relevant and top of mind increasing purchase intent It is an old formulaSocial marketing is changing how the marketers can get laughs In the past a creative person conceived the idea and the agency built a plan to produce and distribute a campaign based on a humorous twistToday we are seeing new phenomena where the brand can assume the identity of what is funnyamp8230 with people becoming the character being comedy writers for the brand in the stream of the brands facebook pageThe Most Interesting Man In The World Dos Equis just passed 1M followers on facebook based on quotThe Most Interesting Man In The Worldamp8230 TMIMITWquot Dos Equis invested in TV commercials and TV media for the last five years setting the stage for a most interesting character people identify with and are now making their ownPeople from all walks of life from all over the world are topping each other with line after funny line connecting around what they think is humorous on the Dos Equis facebook page with posts likeAnthony JonesHe can solve the Rubik39s cube by making only one turnBen TowneWhile stranded in a burning desert he was offered a cold Pabst He declinedAbel CoronadoHe and my wife had dos kids and I happily pay his child supportThis character was created years ago for the TV oneway world In the TV spots he walks through the jungle as the narrator would say quotif he punched you in the face you would have an urge to thanks himquotNarrator Allows Character to be many Things to Many PeopleThe use of a narrator allows the character to create multiple identities and personas as he was always referred to in the 3rd person He rarely speaks for himself except to say quotStay thirsty my friendsquotThe Dos Equis use of a narrator creates a mystery man an interesting man who can assume many archetypes In our imagination he can play the hero the explorer the outlaw the mentor the jester all to connect with a broad swath of people He rarely ever speaks or pins himself down allowing us to get involved and imagine him based on which archetype we aspire toAs he migrated to social and people get involved they channel themselves in to the most Interesting Man People assign their own archetype to him They include their friends in their posts They share with friends and invite them to play along marketing for Dos EquisPeople are now the comedy writers for Dos Equis They provide the emotion using what is relevant today They comment on the wall and use it relates to them and share with their friendsMike QuinnHe was at a club in Cairo and they ran out of Dos Equis so he started protestingthen it all went downhill from thereKostas VeliadisFacebook gave HIM up for lent Did you hear me Jim Vern RobertsHe posts his friend39s Happy Birthday greetings on his OWN wallPeople see him as a mirror of themselvesWhen you are on their facebook page you feel compelled to join in Ones competitive nature is aroused Doing this you are coming from your self from what you think is funny from what you believe TMIMINTW to beThis is a selffulfilling circle They believe that Dos Equis quotgets themquot They become more of the brand as they feel the brand becomes more of themDos Equis facebook page is getting 100 to 1000 posts Per Day this way Sales of imported beer are down 4 amp8230 Dos Equis sales however are up 22 Most recently as the founder of the Social Symphony Tom has weaved social tactics in concert with CRM 20 social strategies with Colgate Cadillac Kraft Gallo Reebok and others and has spoken about these subjects at iMedia Brand Summit IAB Social MITX and OMMA Social Tom can be reached at TomTrojaTheSocialSymphonycomRead all Tomamp8217s MediaBizBloggers commentaries at the Social SymphonyCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Crowd Sourcing Humor - Secrets of the New Social Humor - Tom Troja

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Crowd Sourcing Humor - Secrets of the New Social Humor - Tom Troja

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