For years we’ve been hearing the call to “join the conversation.” Well after today there’s likely to be a new call. “Start the conversation.” And how do you do that? Simple. You run an ad. The old fashioned kind. The kind that appears in a newspaper of all things.
OK, so it won’t work for everyone. But if you’re a brand whose message resonates with the online crowd the synergy between offline and online can rival that of nitro and glycerin.
Such was the case for Adobe today, which ran an ad in the Wall Street Journal proclaiming to “love” Apple and driving readers to a site where it reminded everyone it loved choice even more.
I care less about the Adobe Apple tensions and there have already been a thousand blog posts about the ad. But what interests me is how we can leverage the power of social media and the desire for everyone in the world to weigh in with either a blog post, a comment, or at the very least a Tweet in order to elevate awareness, dialog and buzz. Go search Adobe and Apple on Twitter right now. There are thousands of Tweets and even more re-Tweets. Search “Adobe Apple ad” on Google and click blogs. The numbers are astonishing. This is one more example of “the end of us and them.” Publisher/reader, broadcaster/viewer, advertiser/audience are no longer two different sides of the value equation.
Adobe’s ad, brilliant because its creators inherently understand this, becomes just one more reminder that social media isn’t something separated from traditional media. Even more importantly it’s further proof that our consumers don’t simply read, they create, distribute and best of all, amplify.
We may not all have a subject as juicy as the rivalry between Adobe and Apple. But it doesn’t mean we can’t use our offline efforts to “start” conversations. After all, there’s nothing to join if someone doesn’t initiate it.