Radiohead has received a lot of attention and press as a result of their forward-thinking approach to consumer engagement, marketing and sales in the digital channel and age. Last year, the band gave away their music for a limited time with mixed results based on who you heard it from. Clearly these guys aren’t one-hit-wonders in music or in marketing innovation. In a “make tech cool in a popular culture sense” move, Radiohead and Google are partnering on data visualizationas you can see in the House of Cards video below. Data geeks can download the inputs, create their own versions and post to the Radiohead YouTube site. The partnership also includes an iGoogle homepage themeand embeddable gadget for the video. Pretty simple, but effective stuff, especially when backed by the distribution of Google. This video has already earned over 2mm views as of this posting.
How can this approach work for digital marketers in other product categories? Consider the ways innovation can create a halo effect for your brand and seek out those innovations that tie closest to your brand values. Many brands require repositioning or reappraisal, and your marketing message and approach can be as talkable as any singular message crafted. In this case, the marketing is the message.
Share your thoughts or ways you’ve used marketing innovation to earn reconsideration below.