When a video surfaced on YouTube in April featuring Domino’s employees doing some rather disgusting things to customers’ orders, it made all of us not only cringe, but reflect on how we, as communicators, might respond to a similar situation. Plenty of bright folks have already weighed in with great advice on the lessons learned from that catastrophe.
So how should we respond when a video surfaces on a channel like YouTube that doesn’t intend to damage our brand, but to celebrate it?
Such is the case in this recent video from Bang-yao Liu, a student at the Savannah College of Art who used 3M Post-It Notes and some rather clever stop motion animation techniques to create his senior art project, a stunning video shown here:
The video has racked up more than 3,600 Diggs, is spreading like wildfire on Twitter, and is posted all over the blogosphere. So far, it seems like just about everyone who watches it feels compelled to somehow share this amazing piece of art.
Everyone, that is, except for 3M.
Sure, just the attention this video has already generated is no doubt a big success for the company and they should be thrilled. But why not take it a step further by engaging with the video’s creator and the thousands of people who have responded so favorably to it? Why not:
- Embed the videos somewhere on the Post-It home page?
- Share the video with the group of 2,000+ Post-It advocates on Facebook?
- Reach out to Liu and politely request an opportunity to create a behind-the-scenes mini-documentary that illustrates how he created the video? (My first reaction to the video was probably the same as yours: “How the heck did he do that, and how long did that take?!” I’d definitely watch a short documentary. Wouldn’t you?)
- Launch a contest encouraging other artists to create similar videos? Perhaps the winning video is incorporated into an upcoming ad campaign?
From what I can tell, 3M hasn’t yet taken any of these steps.
I’ll turn it over to you. What am I missing? How else should 3M capitalize on this opportunity?
[Kudos to Zach_ManchesterUK for the photo above]