A story of more purposeful brand engagement

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Edward Boches over at creativity_unbound wrote this post the other day titled “Getty Museum being social with ideas that engage.” You can read it here.

In short, the museum asked people to imagine the opening line in the concealed letter in the hands of the woman reading it in “Vermeer’s Lady in Blue.” It’s the only museum in the US to feature the painting right now as it makes its way around the world. Hundreds of art lovers submitted lines – serious, eloquent, amusing, set in the 1600′s, imagining the future.

Granted, we’re talking hundreds and not thousands of participants. But what I love about this, and what brand marketers should take away about this, is that this is what true brand engagement looks like:

• integral to patrons lives (and thereby making the Getty brand a bigger part of their lives)
• inviting them to think more deeply and involve themselves in the story behind the brand (in this case, Getty’s Vermeer’s Lady)
• creating a unique experience
• provoking shared participation among fans
• creating new value for patrons and the museum

As Edward interestingly points out in his post, “it didn’t ask for much in return. No likes. No follows. No pleas to purchase a ticket or visit the exhibit.” Just for the people, by the people.

Very cool idea!

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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