Busch Gardens Gets It Right
Posted by anastasia on 10-03-2006
It's been interesting to watch big brands dabble in social media and to see who flourishes and who flops. BTW — Wal-Mart just shut down their attempt at creating a social networking site. It's refreshing to see a big company actually get it right (now if this flops, I'll of course be eating my words). Busch Gardens just launched BGBlast, a new podcasting meets social networking effort (press release) for teens. Here is how I think they got it right:
Partner with a company that actually knows podcasting and has an audience (that would be PodShow, fresh from receiving a huge round of funding, too)
Make your effort teen-driven (guess who is hosting the podcasts? Right, it's three teens ages 15-18)
Also give teen listeners a chance to participate as hosts (don't limit yourself to hand-picked teen talent. Be open to your fans - they make the best hosts. Remember Sassy's reader-edited issues? From the press release: "Listeners have the opportunity to leave voicemail messages via a toll-free phone line, as well as send requests and comments via e-mail. A rotation of three popular teen hosts ranging in age from 15 to 18 will drive the teen community — BG Blast will also provide listeners the chance to be selected to host their own episode.")
Tell people it's safe, but don't make that the central selling point (if you do, teens won't go there. This is the only line about safety in the press release: "As part of the BG Blast community, listeners will share music, upload and swap photos and trade stories of their teenage trials and tribulations in a safe environment.")
Tell them about what's new at Busch Gardens, but… (give them content they really want: "BG Blast will feature content produced and inspired by teen listeners from across the country, including engaging talk, commentary on the hottest trends and the latest music — from chart-toppers to underground bands on the verge of stardom.")
