Sinead Thesis

Message – Platform – Engagement Tool

Posted on: March 26, 2011

I have come up with the following idea

the brand has a message – the brand needs a platform to spread their message – the brand needs to create interest in their message therefor an engagement tool is needed.

Message – Brand

Platform – Online

Engagement Tool – Music

“Now, in days where content scarcity no longer exists, experience is the product…Content is no longer king. Its throne has been taken by experience” Mark Mulligan

“Music can create a bond between consumers and brands”(Fulberg 2003)

I have been trying to find examples of this

Smirnoff use music to engage but its not quite the example i’m looking for as they use a whole night with other elements not just music.

t mobile

intel

Ambercrombie and Fitch – playlist link

heinekenmusic

Becks

Punto


An interesting article

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Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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