Column: off the record..., vol. 9-367
@U2,
July 19, 2009
By: Tassoula E. Kokkoris
Back in February, I wrote a column that expressed my desire to become the "Official Tour Twitterer" for U2. I received a lot of mail (both via our form on the @U2 Contact page and also through Twitter itself) begging me to somehow "make this happen." God knows if I had the power to, I would have.
But it didn't happen. And I kept harping on the band to get with the program via blog entries and such, as did our founder Matt McGee in a column he wrote in May. Still, no dice.
Until precisely 12:12 p.m. on July 13.
That is when the user(s) named u2_360Tour posted this picture to Twitter, which by all accounts appears to be a self-portrait of The Edge. In the hours and days that followed, more photos emerged to hint at the authenticity of the Twitter account owner. Followers were shown alleged tour jewelry, walks on the red carpet with Bono, and a beautiful beach shot of the South of France, clearly taken from the Evans/Hewson compound. And then, three days later, Rolling Stone confirmed it was really them. Just this morning, a tweet appeared saying fans could follow The Edge via @360FromTheEdge, and it appears all of the pictures were transferred to that account.
I congratulate U2 on finally being part of our elite club, but still feel the need to offer some friendly advice on how best to use this new media:
- Followers love photos, but they love them much more when you write captions to accompany them. It's especially helpful when you post random shots of plated meals and Ferris wheels that otherwise have no context.
- To gain more followers (yes, even rock bands should want more followers than a few thousand); you'll need to return the favor. It's only right. You could start with following say...@atu2 or any of your other fans. They can be found by clicking on your "followers" link in the top right corner of your profile page.
- If you want to get really fancy, you can tweet (that's the unofficial verb for twittering) text-only messages too! Be like everyone else on the Internet. Tell us what you had for breakfast.
- You've got the advantage of having four brilliant minds behind this account (and that's not counting your fantastic crew), so why not switch voices from time to time? If The Edge gets tired of doing all the work, let Larry post a sentence or two. Or pass the laptop to Adam. We're interested in all of you.
- You have the best access to footage/photos/audio clips from your shows and of course, backstage. Every once in a while, surprise and delight your Followers with exclusive content they can't find anywhere else. Several other bands are doing it.
- Do something new. Don't just keep up with other bands and celebrities - surpass them. Play games with fans; try out one-line lyrics; think of a "question of the day" and award prizes to the Follower with the first correct answer. The possibilities are endless. You're U2!
- Rinse, lather, repeat.
And if you need help with any or all of the above, I'm still available for hire. Seriously.
When I'm not writing or blogging about U2, I work as a film critic, and that duty takes me to the movies several times a week. I get very familiar with the trailers and ads before the feature starts, and frankly I tire of them rather quickly. But not this week.
Every time I visited the cinema, it seemed U2 were right there with me. For instance, I went to the indie flick Summer Hours at a tiny suburban theater, and was greeted by images of Dallas Schoo and The Edge in the trailer for It Might Get Loud (note: we'll be reviewing this on @U2 in the coming weeks, so stay tuned). The documentary centers on three different guitar legends ( Jack White , Jimmy Page and Edge) and what happens when they all get together to discuss the electric guitar. I can hardly wait to see it.
Next was a snippet of Brothers, starring Natalie Portman and Jake Gyllenhaal, which doesn't star any of the band members, but does use their song "Bad" during a large portion of the trailer. The director of the film is Jim Sheridan, a fellow Irishman who also helmed In the Name of the Father and In America, both of which featured music by Bono and Gavin Friday.
And perhaps the nicest surprise happened before the previews even started in one of the chain theaters I frequent. It was the intro sound of "I'll Go Crazy If I Don't Go Crazy Tonight," and some great shots of U2 performing it under The Claw. The whole point of the ad is to race out and buy a BlackBerry, but really all it made me want to do was pop in No Line on the Horizon. You can see the commercial for yourself in our @U2 Blog.
What folks might find the most disturbing of all U2's flirtations with cinema is the announcement that Bono has a cameo appearance in the new comedy Bruno. The day the film debuted, we received several news tips here at @U2 letting us know of his participation. I have to admit, I knew about it long ago and (gasp) even the promise of Bono isn't enough to make me sit through another Sascha Baron Cohen movie. I endured Borat a few years back, and you know the saying: Fool me once, shame on you. Fool me twice...
Speaking of Bono, it wasn't until recently that I realized what a marketing brain he really has. When I read his column in the New York Times last week, it struck me that my favorite front-man is probably the finest natural marketer alive today. Not only does he bring innovative ideas to the forefront of the business world (ethical clothing lines that bring commerce to poverty-stricken nations by training them to do the work, etc.), he also understands the concept of branding.
For those non-marketers out there, branding is "the use of advertising, distinctive design, and other means to make consumers associate a specific product with a specific manufacturer." Coca-Cola has long been the best example of this, having the most recognizable logo on the planet.
But in this day and age, branding is not limited to products. It's applied to sports teams, individual celebrities, and as Bono is suggesting in his column, continents. Just think how Africa could turn itself around if they launched an international campaign on the "birthplace of cool" platform, as he suggests. Not only would the young and hip stand up and take notice, but so would those with deeper pockets who can truly help rebuild this beautiful place with their investments.
It may sound silly, but leaders shouldn't ignore Bono's savvy advice. Just look at how he's marketed himself: rock God, humanitarian, poet, activist. Brand Bono is thriving.
© @U2/Kokkoris, 2009.
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