The key to good story telling is connecting with your audience. This means making a strong emotional or intellectual connection that lasts long enough to engage the viewer to become part of your story. When that connection makes me stop what I’m doing and blog about it, you’ve really hit the mark.
While watching a DVR recording of The Voice, I caught an image of a commercial and rewound. Yes, I’m the person the networks hate because I record TV to avoid the commercials. In this case, I caught a few notes of an awesome song tied into an interesting animation, and I had to rewind to watch it. I was hooked. Here’s the commercial. Watch it before continuing.
The song, a favorite. The animation, captivating. Nothing too spectacular, but it all tied it together perfectly.
Now think back to our childhood when this time of year held that special magic. Remember Rudolph the Red Nose Reindeer in stop motion? Think about the Island of Misfit Toys.
In a simple song and 1 minute animation, Microsoft (of all companies) brought that forward into a message of friendship, belonging, and unity. It wasn’t about their products or features. Using the song as a backdrop, Microsoft brought the Island of Misfit Toys into the modern age and tied to the spirit of giving.
The uplifting message reinforces their brand identity around the ability to create. In this instance, they transformed a complex brand into one simple message: Create the world you want to live in.
Hats off to you Microsoft. This was a winner. Just for that, I’ll share one more way you’ve turn your brand around by being on the good side.