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Ed – Great post and a topic that has been on my mind lately. P&G invented the concept of using media/entertainment to involve consumers in our brands with soap operas in the ’50’s. But what we are seeing this time around is something different all together. Brands are using entertainment/media to gives consumers an insiders look. They are letting consumers be co-owning of the business and using media to tell a story.
Nike talking to themselves again! Not sure people care enough to watch these. Great use of media but they do need a better execution if people are to feel part of the development or care enough to pass them on.