This little story captures some tremendously shrewd ideas:
- Let the audience use the new tools to make the content
- Hire an expert to organize, package and enhance what they create
- Use the means of distribution (the social network) as the marketing tool to build a viewing base
- Market to the audience (who are also the creators) on the front end as they make and upload the content, and on the backend, as they watch the finished shows
- Create groups and social networks based on the content they create and market through those too.
Voila, the ecosystem of targeted, viral marketing, recreated--with a per user acquisition cost waaay lower, bet, than most.
And it's focused on that 18-24 demographic.
And anyone can play, assuming they have a critical mass.
flickr travelogues anyone?
Yahoo Personals date documentaries?
You get the drill.
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