Bob Dylan has always been a pioneer, a messenger with messages to deliver and a true gift for musical communication. Now, with the help of a UK design firm, he is part of the new era of viral marketing.
Dylan Messaging, a very cool microsite promoting the upcoming release of his greatest hits compilation, allows visitors to send out a custom message to their friends in a very unique way. Your message, chopped into 10 small pieces, is superimposed on the stack of posters revealed one by one by a very young Bob Dylan in the famous opening scene of the documentary "Don't Look Back" (the popular INXS video for "Mediate" was an homage to this same scene).
In addition to being very well implemented, this viral marketing vehicle helps demonstrate a winning formula:
(cultural phenomenon)
+ (personalization)
+ (activity focused on broadcast) = viral marketing success
This same formula was immensely successful for the online marketing efforts for the movie "Snakes on a Plane", featuring customized voicemail messages from Samuel L. Jackson. While Dylan Messaging may not have the same broad audience appeal, I'm sure it will be a big hit among its target demographic of Bob Dylan fans.
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