Social multimedia? I never know exactly what to call it, but here is an example: bonfiresnowboarding.com/video. A brand using photography and video (published with Tumblr and Vimeo) to engage customers.
I spent quite a while exploring this site, looking through photos and watching videos. I am not a snowboarder, and I really do not understand the culture. But photos and videos are interesting. I could not help being drawn in.
Here is what I like about this company’s video approach:
- the videos are short
- they are frequent
- they speak the language of the customer
If I was a snowboarder, I would live on this site. I would form a connection with the brand, and eventually want to participate. If I was a snowboarder, this site would make me want to own the gear this company makes.
The company is publishing media that shows it understands snowboarders. Doesn’t that also make you think the gear would be made with an understanding of what snowboarders want?
Engaging media turns customers into loyal friends. That’s what makes it powerful.