A few days ago, I wrote about Marketing Dirt and I thought of another example along the same lines. Another product being marketed for free via reality TV is the band INXS. INXS was one of my favorite bands of the 80’s, with their biggest album 1987’s Kick. Sadly the lead singer of INXS, Michael Hutchense dies in 1997 and in my book, INXS died with him.
However, fast forward to 2005 and INXS has a new hit. No, it’s not a top 40 song, it’s a hit TV show on CBS, Rock Star INXS. Rock Star INXS is an American Idol-esque competition to find the next lead singer for the band.
The show is fun to watch and engaging and the rockers trying out to be the next lead singer can flat out sing and perform. This show is pure marketing genius. If INXS had announced a new lead singer, album and tour, I would have had zero interest and I’m pretty sure I wouldn’t be alone. So instead of zero interest, I am able to participate in picking the next lead singer of INXS. I will buy the album and I will go see the concert.
Engage me and I will buy. Entertain me and I will pay more. I don’t think that this type of reality marketing is limited to TV. Blogs, podcasts, newsletters and even message boards can be used to engage others.
