I’m quite late to comment on Marilyn Manson, he’s been around for years and everyone has mentioned that he’s a marketing genius but I quite fancied a brain dump on him. I’ve been watching his videos of late and using some of them as stimulus in certain briefings as they really capture the dark side of surrealism, which I’m, quite a fan of anyway.
Manson kicked off his concept of ‘shock’ around 1994/95 and has made quite a good effort at distributing it as a cultural idea which converges across a number of mediums – T shirts, music, music videos, live gigs, books, interviews, films, documentaries, websites etc. What’s also great is that he gives credit to his content by using as many opportunities as he can to reveal he has intelligible reasoning and logic for it to exist, that and like it or not his look is quite cool. It therefore has the very makings of a successful brand – distribution channels and mediums along with a level of kudos. I guess what I’m trying to address is the use of convergence and transmedia strategies effectively to deliver a cultural idea into the heart of contemporary society. Some may argue that shock has always been there, Ozzy snorting ants is rock n roll story that’s used WOM to be told countless times. Sure. But in terms of a contemporary cultural movement and contemporary mediums that has been kicked off by a rock star I think Marilyn Manson proves quite a good case study. I guess the band brand of Marilyn Manson could therefore teach a few of the commercial brands a trick or two about getting into popular culture.
On a similar vein, I’ve noticed a few other ideas (using the word ideas to mean films, games, music) breaking out of their traditional platform. The franchise that is the Alien films looks to return Alien War to London in April 2008.
his was at one point the only film experience of its kind and saw 2 million visitors running and screaming through it between 1993 and 1996. Essentially bringing a very atmospheric film to life to be experienced – branded entertainment, branded content, convergence or transmedia? Probably all. Then I recently learnt that the Resident Evil games (which are known for their atmosphere and deep dark plot lines look to make the whole game experience a certain twist of reality by opening…..A Resident Evil House….but in Japan.
It’s only because I’m a geeky fan of the above (which usually have OTT fan bases) that I’ve started to notice them break out of their original launched platforms. It’s great for the business of content but also for taking a brand experience into a whole new dimension. Nintendo World, The Terminator Experience, Nike Land (which I would imagine could be fitness clubs) the possibilities are quite endless and can stretch as far as the imagination can.
It’ll be interesting to discuss other cultural ideas which have broken out of their original conception to become a much wider and involving entity if you know of any.