The campaign, called “Man up for Mankind Challenge” sets out with the download of a Google glass mobile app. The app challenges men to perform different tasks each day for 3 weeks.
The deeds include gentlemanly notions like :
Offer to carry a lady’s bag
Bring doughnuts to work for everyone
Buy a stranger coffee
Completion of these deeds make the gentlemen eligible to win a Mankind toolkit worth $US 1,000!
The brilliance of this campaign stems from the noble thought process and creative use of technology. The use of Google glass helps Kenneth Cole to target their cutting edge, early adopter man who does not shy away from using a wearable technology.
The campaign encourages young men to contribute and give back to the community whilst being ahead of the times with the use of a technology like Google glass.
This is definitely a very innovative way to marry content marketing with technology and deliver value to the audience.
The Converse rubber tracks studio is in Brooklyn and offers free recording time to musicians who otherwise may not be able to afford it.
How great is that! This is a great example of evolved symbiotic marketing wherein the brand fully understands its consumer and invests in empowering him.
Its not only free studio time thats on offer here, Converse also hosts pop up studios all over the world providing musicians a chance to record, with no expectations of shoe promotions in return.
Budding, working musicians can apply online http://www.converse.com/rubbertracks post which their application is reviewed and a call to gauge exact requirements is made followed by scheduling of the meeting.
This is what Converse had to say in an interview with Fast company:
AS A MARKETER, WHEN YOU FIGURE OUT WHO YOUR CORE CONSUMER IS, YOUR JOB IS TO OBSESS OVER THEM AND SERVE THEM.
I say include this in Marketing’s 5 Ps or 7 Cs or whatever the age old theory still preaches.