Ted Williams (now known everywhere as "The Man With The Golden Voice") demonstrates in vitro just how efficiently the Web can digest an event and amplify it.
We love this notion that you can be in dog shit one day and turn around and be a superstar in a week. YouTube is the hardware. The software is the idea that the individual counts -- that the individual matters. And that a person's idea belongs to that person.
Scott Monty, Ford's digital and multimedia communications manager, says that while there's a "flavor of the month" zeitgeist to the Ted Williams phenom, it's a minute-and-a-half event people identify with. "People love a good story. As marketers, we need to hone our own storytelling."
Monty says that given where Williams has been, there's a certain amount of risk, but "There's inherent risk in anything marketers do because we don't have the same control we had. Brands are in the hands of customers. But I think people want to see him succeed; people love a turnaround."
Read more at Media Post
