I may have jumped on the MJ bandwagon, but here are 5 lessons I think we can take from Jackson’s Thriller video (if you haven’t seen it, please read the post first—the link is at the bottom):
1. Do something unordinary
Thriller is much longer than the standard 3.5-minute, band-playing-in-a-warehouse video. Part of the reason it’s memorable is that it doesn’t conform.
We claim to “think outside the box,” but how often do we end up buying ad space in the same places or sending the same email newsletter month after month? How often do we take the time to do something really different—maybe something that at first seems counter-intuitive (e.g. a computer company like Apple starting to sell MP3 players…)?
2. Tell a story
Sure, the song Thriller is amazing on its own, but consider the video plot: a werewolf scene from the 5os weaves into the present where there ghouls are dancing AND chasing after a woman… The video keeps you watching because you want to find out what happens next.
Our products, companies, and schools may be amazing on their own, but they need a story to make people want to find out more. As Seth Godin wrote recently:
“…[G]reat marketers use [great brands] as a supporting column, not the entire foundation. Instead, they build a story on top of their head start.”
3. Add value
The ghouls in the video would have been enough to convey the story, but dancing ghouls add tremendous entertainment value.
Consider the Dyson vacuum, one of the most amazing innovations in cleaning technology to date. I can still remember the first family gathering after my parents bought a Dyson—people were fighting over who got to use it. Somehow Dyson has managed to exceed our expectations so much that we made vacuuming fun.
4. Know your brand and express it
In the first part of the video, MJ trades in his usual 80s grab for a letter jacket. But if you notice, he doesn’t lose his trademark white socks with black shoes.
Brand expression in unique places is good for business, too. Chipotle is now offering free screenings of the new documentary, Food, Inc. which “examines unsavory practices within America’s food industry” (Brandweek: read the article). Chipotle quickly gained a lot of positive press by expressing their “Food with Integrity” brand through a documentary that matches their philosophy.
5. Leave ‘em wanting more
At the end of Thriller, normal Michael has yellow demon eyes. We’re left asking, “what’s real and what’s not?” The hanging sense of conflict leaves us searching for resolution.
That search for resolution can fuel interaction. From a recent post on viral marketing:
A great example is the T.V. show LOST, where the producers hook you with commercials during the show that direct you to websites that appear to be real, but are just part of the show’s plot. This leaves viewers searching the Internet for more answers only to find more questions.
And searching for answers means greater interaction—both with your company or school and between your customers or students.
So go ahead, watch it again, and if your boss comes in, tell him/her that you’re working out some business strategy. [YouTube: Michael Jackson's Thriller]
-Andrew
Related Posts
- 10 Business and Life Lessons I learned from a Truck Driver
- 3 Business Lessons From a Haircut
- What we can learn from Boone Oakley
- CMOs: “Social Media is Better In-House”…DUH
Tags: Biz Tips, Fun, Michael Jackson
