My friend Reshma sent me these making of the ZooZoo pix and Shubho wrote a note on the Zoozoos on fb which triggered some more zoozoo-istic thots!- Conversations once started have a life of their own. You can't CONTROL them anymore...You can only(maybe) guide their course. You can't own the beta tape of the conversation. Nobody can...
- The more content you give-away, the more they get used, recycled/ threaded back/ enmeshed into the conversation. Here we need to think like Bollywood. The trivia around the actors/ stars, the shooting, the making of the ZooZoo DVD all become a part of the conversation.
- But why the hell would a brand(in this case Vodafone) with stuff to sell and a life beyond this one campaign to be lived invest so much thought into sth which would have a short shelf life in the larger scheme of things?
- Maybe in this converged increasingly digital-at-the-upper-crust era, there is space for small ancillary companies that can make a living out of fanning the branded conversations - the T shirt makers, the zoozoo-sodes guys, the zoozoo-phics(graphics maker), the zoozoo short films, the zoozoo games/ widgets.
It's like the ipod and it's eco-system...
- What we are witnessing is a mass ripple of adulation. Not so much for the brand but for the cute quotient of these funny characters, which can be digitally aggregated at digital hang-outs like facebook, youtube, etc. We now need companies and smart people to make use of this hanging out.
- What's the paid-for-coffee in the zoozoo barista? What's the top-up:-)
Next post - Room 16!
