In a post at her Conversation Agent blog, Valeria Maltoni praises a fun YouTube video created by EA Sports as a response to one posted by a gamer called Levinator 25, who discovered an unexpected, and likely unintended, feature in Tiger Woods PGA Tour 08. Dubbed "Jesus Shot," his brief, narrated video shows the game's eponymous character as he walks on water to take his next swing from the middle of a lake.
Some of us might argue that this is an entirely realistic scenario—we're talking about Tiger Woods, after all. And, indeed, the EA response opens with a clip of the customer video and this written message: "You seem to think your Jesus Shot video was a glitch in the game." It then cuts to video of the actual Tiger Woods retrieving a ball from a pond ... by walking on water.
Aside from showing a sense of humor, the EA video works, says Maltoni, because it:
Prioritizes interaction. There's no reason you can't participate in a conversation about your company. Responding to questions or offering clarification is a great way to let customers know you're paying attention.
Builds on existing content. "Show them you are [listening] and then take the conversation to the next level."
Injects reality into the story. It ain't a glitch in the game; Tiger Woods is that good.
Your Marketing Inspiration: "Doing what you do best today includes the conversation about what you do," Maltoni says, and then asks: "How can you surprise, wow, and show your customers you are engaged?"
More Inspiration:
CK: Conventions '08: Come Chat It Up, Marketers
Steve Woodruff: Branding Nirvana: A Cult Following
Paul Barsch: Why Do We Trust Photography?
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