OK Go’s latest video, the second they’ve produced for their song “This Too Shall Pass” sparked this post. My wife was catching up on the goings on around the web this morning at breakfast, and despite having been sent the video 100 times I’d yet to actually watch it. Mind you, I’ve followed the backstory and was totally aware of the motivations behind the move by the band. I’d just neglected to actually sit down and watch the damn thing. It’s good, and I’ve embedded below for those who, like me, were somehow living under a rock all week.
The driving force behind this post was to discuss the band’s deft use of transparency to create viral videos, promote their work, and singlehandedly become a household name through the use of social media and the Interwebs. I’ll get to all of that, because it’s fun. But first, a primer.
Media companies typically wrestle with issues of transparency, and to say that they “don’t get it” is an understatement. There are exceptions to every rule, but most of these exceptions extend from businesses and brands whose core business is closely linked to their consumers and customer support. Before we dive into this, let’s take a look at some of the brands that have successfully jumped onto the transparency wagon in positive and impacting ways.