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10/15/2009 Great Hybrid Marketing Example



Earlier this week I talked about hybrid marketing and the next day I found a great example. I also found a not-so-great example within the same category. Looking at these two marketing pushes, I think it's pretty clear who the winner will be.

Nordstrom, working with Zeus Jones (one of the most innovative digital shops), basically reengineered its BP fitting rooms into a Social Media Photobooth. Zeus Jones uncovered some key insights into customer behavior, including the fact that most women took their phones with them to snap pictures of themselves trying on new clothes. They then shared these photos, and others, on Facebook for some "crowdsourcing" fashion advice.

Rather than trying to force Nordstrom into this equation, Zeus Jones and Co. basically speeded up the process by providing tools to let people do this more easily. They introduced technology into the fitting room process. They've ultimately blurred the lines between the in-store and the Facebook experiences. Check out the video below.

bp. Photobooth Walkthrough from Zeus Jones on Vimeo.


I think this is great hybrid thinking and the initiative has must-win written all over it.

Compare that to a campaign Estee Lauder launches this week. Estee Lauder will start offering free makeovers and photo shoots at major stores across the country. The idea is that women will take these pictures with them and use them as Facebook profile pages. Estee Lauder hopes that its background branding doesn't disappear when people start editing the pictures. All I can say is "Good luck with that!"

While both approaches deal with pictures and fashion, Nordstrom's approach clearly relinquishes control to its customers, realizing that they can be part of the conversation but they can't control it. Estee Lauder tries to control everything from the taking of the pictures to the branding.

Most telling though, is that Nordstrom has made social media a part of the experience, not an extension. It's hybrid approach. Estee Lauder hopes to extend a promotion. It's an integrated approach.

Keep your eyes on Zeus Jones and their partner VaryWell. Hopefully we'll see a lot more of this.

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