Part of the “Be Stupid” Diesel campaign, Anomaly made this music video to help sell their skinny jeans. It features fans of the brand that have been sourced from the social media networks.

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We just had a really enjoyable lunch with friend of Display, Dean over at madmedia, when the conversation of big brands and social media came up. The rantings and ramblings there seemed like gold for a blog post. 2 hours later and here it is (how’s that for productivity on a Friday afternoon?).

This blog post is very much a starting point for lots of hopefully quite-useful insight, anecdotal thoughts and experience from products I’ve worked on – and it’s very much a work in progress, and will evolve over time both to reflect new learnings and the constantly shifting internet landscape.

Undoubtedly, big brands are fearful of making their first moves into the social space, some are doing it well, others are potentially joining a conversation that doesn’t need to happen. And, playing devil’s advocate, they have reason to be scared. Historically, their marketing activity has consisted of delivering short term campaign messaging, borne out of delivering an end goal, and the ability to control exactly how that message, or story, is created and disseminated. They’ve worked like this for years. It’s sort of the anti social media.

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