Message Meets Media

My travels through social media expose me to a myriad of interesting online items, whether cute, useful, or weird.  But sometimes they bring to my attention shining examples of cleverness that warrant discussion.

Boone Oakley is an independent advertising agency based in Charlotte, NC.  They’ve done work for major brands such as Ruby Tuesday and HBO, but what they haven’t done is created a Web site as most people would think of one.  The agency is active in social media, but their official site is on YouTube.  It’s a string of simple animated videos telling the story of Boone Oakley, and not only is the execution perfect, but the message is clear and strong.

In addition to building awareness for the small agency, Boone Oakley achieves two major goals with their unique “Web site.”  First, they differentiate themselves from other agencies and essentially render their competitors’ sites generic.  More importantly, they illustrate their capabilities, both intellectual and technological, by doing, rather than showing.

The agency could have had a simple page with samples of their work, but now that page itself is an advertisement for Boone Oakley.  The entire string of videos is a piece of work, rather than just a place to find information, and it takes full advantage of the medium.  The videos' producers have a deep understanding of video’s ability to engage, and it even brings to mind a client that is doing something similar, VisibleGains.  VisibleGains, like Boone Oakley, understands video and uses it to build relationships with sales prospects.  Boone Oakley has already landed two clients due to their unique homepage.

Although this is an advertising example, it pertains to PR as well.  As the media landscape changes, creative thinkers stand the best chance of promoting their message, not just through what they say but how they’re saying it.  Promoting brands, building relationships, and generating conversations are activities that require a skillful weave of creativity, messaging, and media expertise.  Boone Oakley’s convergence of media and message is a lesson that marketers shouldn’t soon forget.

Contributed by Jim Fay.  Follow him @JGF3.

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