On Wednesday night, Mother gathered a group of interesting experts from the worlds of sport, teens, and culture, together with an intimate audience, to discuss the issue of how to create a teen legacy from the 2012 Olympics for our client Coca-Cola (the main Olymic sponsor). Chantelle Fiddy, editor of CTRL.ALT.SHIFT, set the tone for the evening, astutely stating that teens feel more like “observers, than participants” in the Games. Mat Locke of C4, said lots of clever things too, including something worth sticking in your next Keynote on ‘participation’. If you want to create participation, he says, you should never see your audience as less than 2 people. It is not about the brand and the consumer, but rather about the consumer and their friends. Teens are driven by self-interest, immediacy, and doing stuff with their mates, as we all know. The conclusion of the evening is that brands don’t need to invent participation, but simply bring their marketing muscle to stuff already out there that needs a leg up. The highlight, however, was definitely the hilariously misjudged monologue from a particular audience member : )


Thanks to sarah and Gavin Cumine for this story.

This entry was posted on Thursday, February 25th, 2010 at 7:21 pm and is filed under Miscellaneous. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.