Fender's NAMM Experience Goes Cyber

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More Media Group launches Fender into 'Corporate Web 2.0' by Bringing Behind-the-Scenes Footage to YouTube.

More Media Group (MMG: http://www.moremediagroup.com) announced today the launch of Fender's Corporate Web 2.0 campaign (http://www.fender.com). By bringing behind-the-scenes footage from NAMM, the National Association of Music Manufacturers, which is an industry "insiders only" tradeshow, and uploading it to YouTube, MMG has effectively brought Fender's NAMM experience to the vast social network that is its own consumer generated marketing machine.

Social Networks such as YouTube, My Space, Friendster and others have become the true phenomenon of the World Wide Web. The speed with which information travels on the Internet combined with the viral sharing of information, ideas and opinions has become the fear and fascination of Corporate America as they see traditional marketing being turned on its head.

"With brands literally being made overnight through this online buzz generator everyone wants to know how to get in the game," states Bill Ganz, president, More Media Group and longtime media visionary.

"Corporate 2.0 is simply the next generation strategy for corporations to effectively market their products and services within this new media landscape that can no longer be ignored," continues Ganz. Taking Fender as an example, in the first 72 hours the behind-the-scenes footage uploaded from NAMM moved between being the first and fifth most viewed videos on YouTube, maintaining a consistent position on their home/landing page.

Consumers have already figured out how to get published, with consumer generated content being the highest growing segment on the Internet. Sites such as YouTube and My Space as well as the growing popularity of reality television have proven that there is a demand for raw, uncut, amateur content that has an authenticity lacking in traditional media.

For marketers, this creates a unique challenge and undeniable opportunity. "We knew that we needed to reach our consumers in a new way," stated Paul Jernigan, vice president Fender Marketing Global. "We just didn't know how. Bill Ganz showed us how to cross that seemingly vast chasm to reach our audience on their turf and according to their terms."

Ganz refers to this as ROO, or the Return on Opportunity. With very little expense on the production side and zero distribution cost, Fender was able to share an experience that was historically reserved for an elite, insider group, with their consumers and fans. According to Ganz, "The show was already being produced with financial and human resources allocated to creating an immersive experience for attendees. We just showed the Fender team how to bring this same experience to the Internet to share with a much broader audience." Future 2.0 strategies for Fender will include live streaming to their website and on-demand archives of past events allowing experiences such as the NAMM tradeshow to live in perpetuity.

Can anyone meld their brand into the social network of the Internet? According to Ganz, the answer is yes, but the strategy must follow the new rules that have been set by consumers. Content must be relevant, and it must be incorporated into the network in a way that allows the consumer to find it and run with it on their terms.

View an on-site interview with Bill Ganz about Corporate Web 2.0 at:


About More Media Group

More Media Group (MMG) is a full-service media design and production company that creates immersive themed experiences. MMG specializes in the Creative Development and Production of High-Definition, Multi-Screen, and Interactive video presentations, shows, and attractions.


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Bill Ganz
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