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A few weeks ago, I said goodbye to my 34 year-old self with the last high-five I’ll ever be legally allowed to give, and begrudgingly shook the age of 35 by the hand with a firm and mature grip.
It was a defining moment that also saw me exit the average user age of some of my favourite social networks (although for Snapchat I was already 15 years too late).
Experiential marketing, what is it good for?
The premise is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.
If a brand event stirs genuine positive emotions within people then they are more likely to associate those emotions with that brand, which is more effective than just showing them a Facebook ad or something.
Occasionally the line blurs between experiential marketing and a straightforward PR stunt, but I’m not here to waste time quibbling over definitions.
This post was inspired by a new Vans project that's opening in Central London at the beginning of August as a celebration of art, skateboarding, BMX and street culture.
This article will only have one use of the term ‘millennial’ and I’ve just used it up already.
The majority of Tumblr users are under 34 years old, which basically means I only have approximately eight months left to legitimately write about the micro-blogging platform before the core demographic cast me out towards the shores of an increasingly older person populated Facebook.
“Hi mum. They finally kicked me out of their stupid club. Yes I’ll look at the photos of your embroidery. Yes I’ll leave a comment. Sigh.”
So what’s the appeal of Tumblr? What are the benefits? Are there any brands currently excelling on the platform?
Let’s first take a look at some stats to grab your attention.
A youth spent skateboarding, reading comic books and performing dangerous stunts on camera. Only I didn’t really skateboard, I just hung out with friends who did. I didn’t really perform any dangerous stunts either. We just stayed up all night watching Jackass. I did read plenty of comic books though.
Perhaps this is why I follow so many brands like this on social media. They’re something to remind me of who I really am, or at least who I like to think I was when I was growing up.
On the face of it, purchasing a pair of low-slung jeans and wearing a back-pack doesn’t necessarily mean any more than buying into a culture, but I make these choices because they go some way to define a part of me.
Vans does an excellent job in tapping into its own cultural heritage and providing a social experience that is in turns aspirational, inspirational and nostalgic. In a mututally beneficial exchange, the brand defines the community and the community defines the brand.
Here we’ll be taking a look at the best of Vans’ social media channels.
This week Christmas is slipping into the mix alongside some inspiration sports brands in our weekly showcase of The Dachis Group's Social Business Index.
Our focus is on three companies – V.F. Corp, General Mills, and Woodman Labs known for their brands Vans, Betty Crocker and GoPro - as analyzed by the team at the Dachis Group.
We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.