Content strategy: what is a sticky content? Rugby!

A very good friend of mine shared this impressive video which is part of a campaign launched by Beats By Dree during the Rugby World Cup.

This brand has been used to be associated to sports professionals from Lebron James to Serena Williams and soccer stars  yet, we can’t deny that this video with rugby living legend Richie Mc Caw is quite astonishing and is a great example of a sticky content.

Let’s see what are the key elements in this video if we compare it to a few points summed up in the famous book from Peter C. Brown  ”Making it Stick

1/ Stick to a plan: let’s tell a story then!

How do we get people to act on our ideas? We tell stories”. And this story starts simply with Richie McCaw starting his day, having a coffee… like anyone else!

wakeup

“Wake up Richie, you have a world cup to prepare!”

2/ Stick to simplicity

“Saying something short is not the mission—sound bites are not the ideal. Proverbs are the ideal” Then… In this case… What about a legend? Legend are embedded in the deep souls of everyone… As a result The video is rythmed by the famous known Haka of the blacks

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3/ Stick to your audience: surprise it!

“How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across? We need to violate people’s expectations”

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Me: ok this again the story of a sport professionnal fighting against the elements while training… Of course it is but… wait a minute, is it still the same movie? What are these fishermen doing in it? (they appear really quickly in the beginning of the film)…

The truth is, it is the story of a new zealander among others, within his country, belonging to this country made of mountains and boarded all along by the sea. But underlying these natural elements, you have the people, the ancestors, their culture and… rugby of course!

4/ Stick to concrete things

entrainementNaturally sticky ideas are full of concrete images” I think it’s pretty obvious. Richy is getting fit for the Rugby World Cup and apparently ready for the fight against the French Team tomorrow

5/ Stick to your credentials

credibility

Sticky ideas have to carry their own credentials” I think Richie seems quite credible isn’t he? Preparing like a boxer, the confrontation is almost there, is focused, determined…

6/ Stick to your emotions, above all!

Last but not least, these aspect is one of the most important to me. I agree, all this is a cricle. A good story is necessarily made of emotions. But don’t neglect it. Here again everything is made to reach this goal. The music, the landscapes, the meaning of the Haka. the introduction scene with Richie Mc Caw shutting off the television and having a coffee… Until the end with this breathtaking view… Mission accomplished for this point: How do we get people to care about our ideas? We make them feel somethingMcCaw

To conclude, I would say this video is all the more exctiting when you check out the other stories made by this company regarding other teams including the French Squad… which is a pity when you are French and support your own team… But could our sense of humour make us win?

No matter, how difficult it can be for France tomorrow, “allez les bleus” let’s have a Kiwi smoothie! 😉

Companies at digital age: be givers and give me five!

This short video really drove my attention this week. Between, dreams and hope, only a few steps can lead you to succeed to reach the most unexpected moments:

dreaming can be in line with reality

First, you are not dreaming! It is Tony Stark helping a little guy by providing him a bionic harm! This is not a movie! It’s real… with a little help of imagination and a lot of good will and collaborations! And apparently he seems to be really happy with that! 

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Even if, of course, the scenario, the comedian (Mr Robert “Iron” Downey Junior), this little boy, the music, create a full of emotions atmosphere, all this rely on a true commitment:

“We exist to change and improve lives through the use of advanced technology like 3D printing” This is what Limbitless claims! And they stick to it!

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But all this should be seen only as a single video posted on the web!

“Manero and the Limbitless team are featured in The Collective Project, a look at students working together to improve the world. Empowered by Microsoft’s OneNote, the project celebrates the journey of ideas into action, with ways for people to learn more and get involved”

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Ok, wait… Did I really understood correctly what I’ve just read? While I thought I was just in the middle of a non-profit organization campaign I understand that the “CollectiveProject” is a platform created by Microsoft in order to promote students initiatives to improve the world.

I’m really surprised because I did not notice at first glance that Microsoft was part of this campaign… and this is a pretty good news!

Finally, it is true that Robert Downey Jr may not have great powers… or a real Iron Man suit in order to protect the world. Yet he has great responsibilities (like Spiderman indeed!) and he seems to care for it! He’s dedicated to prolong the dream kids can have!

And it’s not the first time for him! This already happened to Robert: in 2013, he had to face a young boy in tears because Tony Stark was not wearing his Iron Man suit! He took the time to stay with the kid until he stopped crying… And this could be really inspirationnal for companies!

companies must commit!

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This is our link with brands! I truely think, whatever the intention of a brand can be, brands can give more nowadays.

Even if it is just a hand, and not money or more valuable resources in order to disseminate ideas or projects towards wider audience, this can proove to be higly beneficial for those who want to commit themselves.

This is what is happening with Microsoft with this video. I mean as you can see, all the social media accounts of OneNote are dedicated to share idea and initiatives features in the Collective Project!

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Yet I don’t necessarily think it has to be higly beneficial for the companies that get involve into it. Of course supporting such initiatives is also the opportunity to benefit from good content and to design a better content strategy that could help the company to reach other audiences and therefore to promote smoothly and delicately its products.

Yet I would finally say that it doesn’t really matter! I truly think companies, and not necessarily big ones, should be more engaged with some of the societal challenges people can face every day whatever the outcome might be!

In other terms, embrace the unexpected because this could be a good way to think outside of the box… and because the unexpected could also lead to unexpected and good results if you believe in it and stay honest regarding your intentions!

iron3But if you want to discover a little bit more of Albert’s commitment, what the following video starring… no, not Tony Stark 😉 But this little Alex! Of course the video shows the various extent of products and services displayed by Microsoft by the use of the OneNote app but… It’s really great to see that what matters most is still this commitment and the efforts of Albert and his lab!

 A really warm thanks to Albert, you really make my day you and your teams!

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