April 8th, 2013 | Comment
It’s an ad. No, it’s a poster. No, it’s a scrapbook. No, it’s a joke. Call it what you will, but the homemade car ad Nate Walsh recently posted on Craigslist is bound to become legend. Why? Because it sets the standard for great content creation.
Today, “earned” media, the extent to which an idea, message, or piece of content is shared and talked about absent traditional paid media (TV, Print, OOH, etc.) to fuel buzz, is where advertising agencies must focus to stay relevant. And that means becoming experts in creating content that people want to share. So whatever shape that content takes—a video, poll, infographic, or white paper—it has to surprise, amuse, amaze, inform, or entertain in a way that makes you want to share it.
Nate Walsh’s car ad does that. It breaks convention and turns the car’s faults into best-selling features. And as a result, creates a story that makes you want to share it.
So, give it a read. Whatever you think it is, I think—in a world where everyone is scrambling to make the most of “earned” media—it’s content that makes one hell of an example.
Good job, Nate.