Do it yourself
FRUKT’s Zoe John comments on the Kaiser Chiefs ‘The Future is Medieval’ DIY digital concept:
Is there is no stopping us? The ‘consumer’, not content with living in a world where we scan our own shopping or write our own ads, has now been given the opportunity, via the Kaiser Chiefs, to tailor make and design our own album.
So how does it work? Fans can pick 10 songs out of 20, design their album artwork and download their album. Then, for every album they sell they get a quid. Not only does it play on the frustrated creative in all of us, but it appeals to our urge to earn some extra cash and tugs at our competitive streak.
And although it’s a band focused campaign, this is “Brand Kaiser” and there are some key takeouts which brands can all learn a little something from:
Personalisation – Bring your consumers closer to you and let them play – it can be more than just a financial transaction.
Incentivise & Reward - Empower your fans and turn your biggest fans into your brand ambassadors and allow them to spread the gospel for you
It’s all about the product - If your product isn’t right – it won’t sell. Despite everything about this campaign, fans – or customers – will vote with their feet, and this all comes down to the music.
You don’t have to love the Kaiser Chiefs to appreciate this idea – the site is a creative idea, media channel and retailer all in one.
Without a doubt, it’s an innovative and creative concept and it’s certainly garnered respect from industry peers and got marketing types in all sorts of a flurry – however, as with all these things, time will tell how fans react to it.
