James Ready brewery, whose stated manifesto is to provide premium beer at an affordable price ($1), decided to involve the community in its latest advertising campaign. Claiming they couldn’t afford entire billboards, they asked readers to upload images which they would use to create “shared billboards” on the website.
Here are some examples (notice the thank you):
The company also invites their community to submit ideas for caps and labels and lets users design their own James Ready promotional gear (hats, coasters, t-shirts, even dartboards).
Playing off their image as penny pinchers, they also ask for volunteer James Ready beer girls.
Oh yes, the cheeky Billboard Rules:
There are a lot of things that the government won’t let us do with our billboards.
The government won’t let us show drinking mixed with driving, tree climbing, boating, working, carving, child care, juggling flaming torches, surfing, hunting, changing light bulbs, racing, fencing etc. And make sure your football or hockey game is over if you’re drinking.
The government won’t let us use anything that will make people think drinking will make them a better person (funnier or smarter).
The government won’t let us show anything that would make people believe that drinking can make them a better athlete or lover, help them enjoy anything, fulfill any goals, or solve any problems (although that would be really cool).
The government won’t let us use anything that talks to kids or teenagers who think they’re kids. The government won’t let us show any pictures of people drinking in really, really public places like the dollar store.
So, how can this web 2.0 marketing approach help a real estate professional, or anyone else? Perhaps if you’re a company whose brand message is saving the consumer money (hey, Glenn Kelman, are you listening) you might take a cue from the James Ready boys and involve the community in your marketing.
What interesting Web 2.0 advertising/marketing have you seen?
h/t Adhunt.
For a higher brow approach to community involvement, consider the Tate Liverpool, which invites visitor commentary on the art from their website. The program is called “The One That Spoke to Me.”
Technorati Tags: advertising, marketing, web 2.0, james ready
