Brand Curated Content

I'm a huge fan of Amazon and they just keep on delivering - in every sense of the word. As well as defining online retail ( they reported record Christmas sales), they're now establishing themselves as a platform through offering their data services to start ups.

In terms of marketing they don't do that much; I worked on the launch of Amazon.co.uk at Modem Poppe and we did some great work - creative by Mark Cridge and Steve Vranakis, media by Pete Robins and account management by Lee Wright (whatever happened to those guys?) - but since then remarkably little.

But now they have done one of the smartest pieces of marketing I've seen for a while; they have paid almost £2m for a copy of the last Harry Potter book The Tales of Beedle the Bard. Given there are only 7 copies of this book there is a lot of interest from Harry Potter fans and Amazon will get a lot of attention from a valuable audience. (They sold 2.5 million copies of the last Harry Potter). There is also a great business opportunity - Amazon could sell an exclusive ebook ( or an audio book? )and make huge money for the charity JK Rowling is supporting through the original sale.

This idea of facilitating access to content that your customers will enjoy - essentially curating it - has lots of potential for brands and we expect to see much more.

Advertising has always appropriated content through the choice of music in ads and the way the art direction is so influenced by film and music video. Curating the right sort of content is an excellent way of demonstrating the personality of a brand - or positioning it - and much cheaper than creating or funding content.

With You Tube acting as a repository for huge amounts of content, brands can act as curators and point people to content that positions their brands. For example whilst you can now buy the rights to use a Beatles track for an ad it would be much less expensive to create some Beatles related content that featured some of the thousands of Beatles videos on You Tube. Or, remembering that the 20 year old who bought the Sex Pistols Anarchy in the UK single is now 51, maybe some financial services company could curate some Sex Pistols content.

Brand Curated content has a bright future