What Content Marketing Can Look Like

October 12, 2009 · Comments

Sony Electronics USA is a client for our Sony DigiDads effort. One of the projects we did with them was the “100 Faces of Fall,” (which was going to be the 100 faces of summer, but we ran out of summer!). I love seeing how different people tackled the project. They did it from their own voice, with their own emphasis, with their own ideas on what their audience might care about. Here are some of those posts:

Michael Sheehan: Beyond the “100 Faces of Fall” with the Sony Cyber-Shot DSC-TX1 & A330 DSLR Cameras
Jeff Sass: 100 Faces of Fall: A CyberShot In The Arm
Max Kalehoff: 100 Faces Of Summer And Fall (Sony DigiDad Project) (the first pic alone is worth clicking)
C.C. Chapman: 100 Faces
Brad Powell (Dadlabs): 100 Faces of Fall

In all cases, the project went beyond just playing with gear. We wanted to involve kids, to tell stories, to see things from different perspectives, and thankfully, the dads who said yes for this project were ready for the charge.

I’m proud of this work. I hope it will sell Sony more cameras, and I hope it will make a few people think about their products when considering what comes next. But more than that, I hope that this gives us (Sony and hopefully New Marketing Labs) some ideas for future projects to bring some awareness and share some ways of looking at things.

Which take on the project speaks to you? I can’t tell you my favorite (like picking a favorite kid), but I’m curious to know your thoughts.

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  • Thanks for the shout-out. My experience with this project has been great. So far, there is what the project has done for me:

    - Introduced me to some other cool dads, and created a shared experience -- the most rewarding part.
    - Made me more familiar with Sony, the company and its products.
    - Made me more familiar with some, but not enough of the people behind the corporation and the products.
    - Underscored that Sony makes quality products, though most are not for me because of complexity and design shortcomings.
    - Re-casted me as a Sony fan, not one that endorses its products, but one that sees potential and wants the organization to improve and succeed (though this would increase if Sony would surface more of the story and people behind what they're doing).
    - Made me more familiar with the dynamics of blogger and community marketing.
  • Very interesting. I like the lessons learned from this. : )
  • juliensmith
    The first thing I thought was "100 Faces of Fail? Wtf?"

    Maybe I need more coffee? :)
  • That was my first thought, too. :D

    I also should consider a higher coffein dose than yet.

    But 100 faces of fail may be a cool idea for a similar project like this. Maybe for a humourous site or anything like that. :)
  • Thanks for pointing to the posts Chris. Needless to say, as Sony has loaned us Dads some of the tools to "create," (i.e. digital cameras) the "DigiDad Project" has been particularly rich for a content marketing approach. Speaking for myself, the challenge has been to use the Sony Gear as inspiration for stuff I would want to do and write about anyway. In that regard I think it has been a great success as I have been able to involve my kids in the process, and get their input and feedback on the gear, and use the gear as an excuse for us to do some fun things together. By far the most rewarding thing to come from my participation is the "Heritage Video" project, and the resulting video of my parents. The "interview" with my folks, and the discovery of some old favorite family recipes, as well as capturing in gorgeous High Definition the unique and memorable interaction of my parents together (and their stories), is something that has already made a mark in my life and will be cherished long after the Sony DigiDad Project is done and forgotten. For that, I am extremely grateful to have had the chance to participate and be a "SonyDad."
  • That's awesome, Sass. I'm excited that you participated. I've loved your stories for years. I'm happy that Sony could empower you.
  • betterwords
    A cross-generational oral history project I created for a Boys & Girls club suggests a new project that would build on your success. Get the whole family involved next! Name youngsters Family Historians, and (after a brief and fun interactive course in basic interviewing) let them interview family members, starting with Dad, grandparents etc. Mom and/or Sis can work their multi-media interviews into family albums or Scrapbooks. Kids, as authors, get motivated to write creatively, converse with elders, research their family etc. Local non-profits can edit and publish the best interviews, selling the resulting little books as self-sustaining fundraisers . . . Anyone interested in this virtually turnkey project can contact me for more info (easy to find, I'm the world's only Carey Giudici) Keep up the great work!
  • You do know that video goddess @sukhjit is now working for Sony, right?
  • I do know that. I'll be meeting up at BWE with her.
  • I personally love working on the Sony DigiDad Project. Not only do I get to play around with some really great Sony gear, the specific project themes give me a chance to write on a variety of subject (not just product reviews). Especially with the Heritage project, I have gone beyond just thinking about the tech and much more into what the tech does for my family.

    I will miss each of the Sony devices that I have had the luxury of using, but am coming away with a positive experience, even without the tech. I love participating in a coordinated project experience and have met some really smart and insightful people in the process. It is also opened my eyes to different (more creative) ways of approaching marketing, writing and even my family "facetime".
  • I loved how you approached it. It was fun to see how different people tried different angles on using the tools and talking about them. Yours was obviously quite a technical view, while still being human. Was swell, from my perspective. : )
  • Sheehan was the biggest geek among us and I admire him for that!
  • Good thing that now being called a geek is a "positive" (compared to 15 years ago). I'm a geek and proud of it (grin) - http://www.hightechdad.com/2009/05/11/hightechd...
  • PapaBear
    Careful - I resemble that remark :) I've been known to say that "I've been a geek since before it was cool!"
  • Haha! Well I was a geek as well (taught myself basic back in 1980's)
    and have never taken a computer course...all self taught (grin).
  • PapaBear
    *chuckle* My friend, self-taught is quite possibly the best way! I started back in the 80's as well. Didn't hit PC's until about 88 (XT and AT's - Windows 2! - who can remember those!)

    I wasn't so popular at high-school but it seems that geek-cred means something in these circuits of the sun!
  • I can't agree more.
  • yuemin
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    And welcome to my site,
  • mmc
    The DigiDad project has been really fun for us to watch too and I'm glad you're getting more out of it than just a chance to play with cool Sony gear. I really appreciate what you said, that the "necessity" of the project actually inspired and empowered. It's hard not to feel that way with the content of this particular project, is it? I just wanted to add that my entry to the vlogging world was out of necessity... and it's been one of the best paths that I've taken in my life and career. Keep on sending in your great blog posts! Can't wait to see what's next especially if it includes your "Oma's" recipes! With all the generations involved in that fabulous Sass Family food collection, that is a huge heritage project of its own. Hope you'll share it with us as it comes together.
  • It's an interesting idea, for sure. I'd really like to see some statistics to back up your opinion. I agree with the majority of it, it seems to make sense. I like the way you present the post.Very clear and useful for a newbie like me. I would like to visit your blogs oftenly. Keep blogging.
  • Hi Chris, I am very much enjoying following the progress of the Sony DigiDads project and the great stuff that has been produced. But when are they going to do a Sony DigiMoms project?! I am a big on taking pictures and using video and would love to use technology to inspire other moms to be less fearful of technology and to unleash their own creativity using it!
  • Its sounds really excellent. I agree with the majority of it, it seems to make sense. Great! Thanks for sharing your ideas for a successful blogging.:)
  • Listen to your market before you create words and programs. I wonder why that isn’t a natural approach for most coaches and consultants? It makes so much sense. And it’s reason 1001 why targeting one distinctive market is easier and more lucrative than marketing to everyone.
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