With more content shared across digital and social media channels than ever before, companies like Mondelez, Marriott, and GE are re-thinking how great stories come to life.
From offering a free place to stay in exchange for original content, to building dedicated content studios and partnering with creators, these companies are showcasing the value of re-evaluating how content is produced while aligning with brand goals and consumer interests.
Sour Patch Kids Welcomes Artists To The ‘Brooklyn Patch’
“You have to break culture to make culture,” said Mondelez’s Marketing Director Farrah Bezner in an interview with AdAge.
This is precisely what Mondelez is doing for its brand Sour Patch Kids by opening the Brooklyn Patch, a home in Brooklyn offering free short-term stays to traveling musicians. Just like there’s no such thing as a free lunch, artists at the Brooklyn Patch are also asked for a little something in return – original content for the company’s social media channels.
In order to foster creativity and content creation, the space has been decorated accordingly and the company will also supply camera crews, sound engineers, etc. for longer stays. The end goal of the partnership is for the company to shine a spotlight on the stories and creativity of up-and-coming artists, while deepening its relationship with the teenage audience who follows them. Check out Tumblr to see some examples of what musicians are sharing on their personal pages thus far.
