How can a brand inspire rather than dictate?

“ We met loads of great people, including the lovelies from 1000heads and Tourism New South Wales, who are sponsoring the contest. Here’s the deal: 6 weeks, 6 challenges, 20 blogger-types, 1 winner. ” http://sendmetosydney.wordpress.com/2009/08/10/how-it-begins-and-what-it-is/ A how to …

The Awesome Tour of Sydney A campaign for Tourism New South Wales Here’s our take…

“ I have really enjoyed being part of this whole competition... knew nothing about Sydney apart from the Bridge and the Opera house, before. I loved the fashion and culture challenges the most, I really want to visit Sydney now!”

Know your audience and what makes them tick 1

These are a few of The Awesome Tour of Sydney competitors during the first meet up… http://www.thenationallottie.com/2009/08/05/going-down-under-week-1/ Encourage them to connect with each other , not just with you 2

Guide and stimulate their creativity 3

But give them ownership 4

Promote collaboration with their community 5

Showcase the ace and the awesome (we set up a Tumblr to aggregate content) 6

THE RESULTS: 477 unique episodes of word of mouth across 25 unique venues and participants had 86,000+ people viewing their content

“ Thank you all for reading, for contributing with comments, ideas, drawings, laughs, and support. Thanks to the fantastic guys at 1000heads and Tourism New South Wales for coming up with this crazy idea, and then inviting me to be a part of it. ” http://sendmetosydney.wordpress.com/2009/10/07/the-final-challenge/ www.1000heads.com [email_address] +44 203 206 2000

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How can a brand inspire rather than dictate?

by 1000heads on Jul 08, 2010

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How can a brand inspire rather than dictate? — Presentation Transcript