So the full Cake team rolled into action at the V Festival this weekend, with more than fifty of us delivering the television coverage, traditional media and online activation across the two sites.
My team's remit was helping to deliver content for the website, specifically the 'festival-goer's experience', which doesn't tend to come across on tv. So, we got some 'real people' to help us out with the filming, in the form of the nascent Cake Seeding Crew (name tbc).
This really seems to me to be the future of brandertainment, and is something that i bang on about in presentations (and any other time i have a captive audience) - if the marketing 1.0 model was all about pushing messages to a passive and silent audience, and marketing about creating content for audiences to respond to and share, then marketing 3.0 (i know, bullshit bingo!) is about getting your target audiences actually involved in the content creation itself, fully intertwined with the brand and the experience.
it's not exactly rocket science, and there are many doing it already, but i really hope to be able to implement it consistently this across the great opportunities, events and brands that Cake has access to. It was really good to see this in practice at the weekend for the first time.
Check out the results here...
