Sure, there is a big difference between writing a decent paragraph on Wikipedia and watching a TV series, but as Clay Shirky puts it:
“The stupidest creative act, is still a creative act. (…) The real gap is between making nothing and making something.”
Marketing in the Attention Economy
What brands are doing right now
Building useful side projects is not a new marketing concept
„In 1900 the tire manufacturers André Michelin and his brother Édouard published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France, and the Michelin guide was intended to boost the demand for cars, and thus for car tires. For the first edition of the Michelin Guide the brothers had nearly 35,000 copies printed. It was given away free of charge, and contained useful information for motorists, including maps, instructions for repairing and changing tires, and lists of car mechanics, hotels and petrol stations.“
Hundred years later the Micheline Guide is still the most prestigious restaurant guide. They couldn’t make use of our cognitive surplus back then. Nevertheless they were successful building something meaningful for their target group. Even though it was not part of their core product.
Who is currently doing this?
The Master of Venture Marketing
The Potential of Venture Marketing
How to start?