The Power of Presence
That’s the name of the new ad campaign for the Range Rover Evoque. The first commercial I saw for it (below) really does illustrate that power – both in the original context (physically in NYC) and in the secondary context (the commercial seen on the web).
Though I wouldn’t quite call this a PR stunt, it is a clever, though simplistic, approach to launching a product. One of the best things about the marketing strategy here is that there is no attempt to control or influence the message. It’s just a “here it is” approach that displays a “and we’re know you’re gonna like it” kind of confidence in the product.
Their method also works well to translate word-of-mouth buzz generation to online buzz generation. I like that (except in the time-lapse shots) the focus is as much on the people and their reactions as it is on the SUV. And, the commercial as film has some nice touches – some tilt-shift, some nice cinematography and some great shots of NYC. All around, this one is a win. I just wish they would only use this one instead of some of the other edited-down versions of this commercial that just don’t do it justice.
And all this got me thinking about this concept, the power of presence, in relation to social media. ‘Cause it’s sorta the same thing: you’re giving people something to “look at” that represents your brand or organization. And what you’re giving better be 1) interesting and engaging and 2) less about you and more about them. The same way that many of the shots in this commercial focus on the people walking up to check out the car, the focus of any good social media campaign should be on the customer. Listen to them, watch their reactions, highlight them…all to the end of giving them what they want. And, it sure won’t hurt if you’re a bit flashy (but tasteful) with the content you’re putting out there.