Wednesday, July 23, 2008
Hot Wheels: The Investment in a Future Customer
I'm not a car guy. At all. I drive a 2006 Pontiac Vibe, which I affectionately refer to as the "Old Man Car."
Despite that I have fond memories of play with my Hot Wheels when I was younger. I had a nice, blue case that had a separate compartment for each car (and these days, I make fun of my girlfriend for having a closet that has -- wait for it -- a separate container for each set of shoes). All my friends had these. And we'd get them out and play -- something, I have no idea what we'd play. But we'd do it for hours.
You may recognize that story. The folks at Wired Magazine did. That article prompted Bob Gilbreath to write an interesting post about marketing and the life span of an investment in kids, which is, you know, only slightly creepy and absolutely true.
The point: If you invest in creating a community around your brand, that brand becomes a part of the lifestyle people grow into. Can you measure that? Not really. But with social media today, if you think long term, you can create a compelling reason for people to not only use, but also love your product.
Even better if you invite them to play as the folks at World Without Oil did, an Alternate Reality Game that was trying to figure out what a world looked like that reached Peak Oil, which is the time when our capacity to drill for oil is no longer going up.
These days you can create rich communities around the lifestyle you want and develop a brand identity that lasts far beyond a commercial, a print ad or a radio spot.
By Brad at 03:57 PM | Comments (0)