I'm not sure if piggy backing is a bonafide marketing practice, but it should be. Here's a good example (it's been around since '08 so I'm admittedly a bit late):
The people at ColaLife want to piggy back on Coca Cola's distribution network - surely one of the most expansive in the world. Their idea is to deliver medical aid to poorer parts of the world using an aidpod stuffed inside cola cases.
It's also a great opportunity for Coca Cola to use its corporate infrastructure for social good - and deliver on the 21st Century marketing promise of making people's lives better.
I really like the creativity of this idea. So I emailed David, the man who wants to be your walking partner, to see what it was all about. Here's the exchange:
Me: This seems like a really creative way of earning some extra cash in this economy. Is this what brought this on?
David: It is both a creative project, and a potential business. I want to do the initial walks for free. But when I start doing more, if I go to the point where it becomes full time, then I'd start charging. So, yes, it is a creative entrepreneur move. Do something free now, with potential for the future.
Me: Why now? (what’s going on with you, or with NYC, or the world in general that make this the ideal time to start doing this?)
David: People need to slow down. Walking is great because it slows things down, but is productive, not unproductive. It is a mental stimulant. You can also learn a lot about the city. But also, its a good activity to think about things in any kind of situation. Especially now, when people might be down b/c of money issues, walking is free, and a good mental and physical exercise. You can resolve ideas, and think of new plans for the future. And right now the weather is great.
Me: Why you? (What special conversational or walking skills do you have that make you the ideal walking partner?)
David: I have been walking all my life. I know the city very well, but also, I know how to appreciate walking as an activity, and not just a mundane in-between thing. I hope that I can teach this knowledge, and therefore people would be able to walk on their own with a new mindset. But then that would defeat the purpose of the business. A major factor to keep people coming would be the synergy and fun and spontaneity of walking with another person.
Me: What value do you hope people will see in the initial free walks that will make them want to start paying for it?
David: Get them addicted to it, and then when I need to assert myself as needing to make a living, then I think it can happen. Also, free walks now, and that can spread through word of mouth, and then newcomers who come I can charge.
Me: Do you hope to schedule regular walks at regular times with regular customers?
David: That is not my hope, but that would be a good outcome. If anything, I just hope for varied and new interest, so i am not just doing it with the same people all the time, but both familiar and new faces.
Me: Is it all year round or just summer?
David: I recently started advertising this publicly, it will be all the time where ever I am. I sometimes travel, and want to start doing it in other places. Where ever I am any time.
I think he's onto something. Walking and talking is severely undervalued.
Thanks David. Great idea.
Ogilvy New York is showing some of the artwork curated by artist John Carr in an exhibit called yo! what happened to peace? Over 200 visual artists contributed to the show as a response to the American invasion and occupation of Iraq. Evidently, it has caused quite a bit of controversy between the pro and anti-war forces inside the agency.
I'm no political science major, but just when did peace become controversial in America and what does it say about us that it is?
Here is some of the work. Apologies for the quality of photos. I took them with my iPhone.
Adbusters Magazine declares an end to youth culture in Hipster: The Dead end of Western Civilization
"An artificial appropriation of different styles from different eras, the hipster represents the end of Western civilization – a culture lost in the superficiality of its past and unable to create any new meaning. Not only is it unsustainable, it is suicidal. While previous youth movements have challenged the dysfunction and decadence of their elders, today we have the “hipster” – a youth subculture that mirrors the doomed shallowness of mainstream society."
"An amalgamation of its own history, the youth of the West are left with consuming cool rather that creating it. The cultural zeitgeists of the past have always been sparked by furious indignation and are reactionary movements. But the hipster’s self-involved and isolated maintenance does nothing to feed cultural evolution. Western civilization’s well has run dry. The only way to avoid hitting the colossus of societal failure that looms over the horizon is for the kids to abandon this vain existence and start over."
Saw these signs all over the library space in a corporate office.
It's one of those mind-opening exercises corporations do when they feel they need to get the creative juices of the company flowing.
A few people had written responses. The most interesting one was "Fly."
I can't imagine a better answer than that.
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