Wiggle Your Way To Marketing Success

Remember the ka-fuffle last fall when AMC went apeshit over the “unauthorized” use of Mad Men characters on Twitter? While AMC has learned a thing or two since then, there is still a huge abyss in the entertainment industry … a black hole of ignorance when it comes to marketing in the digital age. And yet, one of the best lessons on digital marketing I’m told comes from the land of preschool entertainment via Australia’s uber popular group, The Wiggles. The Wiggles – Jeff, Murray, Anthony and Sam are 4 middle-aged men who once upon a time were early childhood ed grads with musical backgrounds. Three of today’s current line up came up with the wacky idea of combining entertainment with education. This collaboration also begat a host of (insert gag reflex noise here) characters, Captain Feathersword, Dorothy The Dinosaur and Henry the Octopus. The Wiggles tour the world almost constantly, with an itinerary that would make the Rolling Stones jealous. But go to a Wiggles concert and you will see, up close and personal, this amazing marketing wizardry at play. When the curtain rises, and the preschoolers and mommy groupies scream themselves hoarse, the Wiggles make their introductions followed by their policy on recording and broadcasting. Going completely against the rock star grain, they ask the children and parents to please take as many photos and videos as they can, and encourage them to share their images on the Internet, on places like YouTube. Those savvy men in their weird primary coloured outfits know that the more kids and parents share, the more others around the world will be sharing the Wiggles entertainment experience.
The Wiggles get a huge thumbs up for that move. How better than to turn the world into a powerful marketing machine? To let their fans do the heavy lifting – a stroke of genius that even a digital marketing toddler can appreciate. Allowing their fans to become brand evangelists says more about the Wiggles franchise than the Wiggles themselves can – in fact, it’s a page borrowed from a slightly older army – one the grandparents will remember – the KISS army. The more people who are in the “club” the more meaning and weight is given to the brand. Doubt my story? I read that last year the Wiggles raked in over $60 million dollars. Okay that’s not the $270 million bucks I’ve heard bandied about as the Rolling Stones annual income, but the Wiggles costume wardrobe might only amount to 2% of Keith and Mick’s.The_Wiggles


About Jill Atkinson

From concepts and smart headlines to original content and transmedia storytelling, to television pitch materials, directors treatments, long format writing, blogs and web copy with SEO, I write it all. I'm a writer, copywriter, and a content writer. My job is to help you say it better with ideas and language that get noticed. With copy and content that engages customers and audiences and ideas that make a connection with them. Ideas that generate a response. Materials that can sell a pitch. When you work with me you're working with the big boys: Maclaren, BBDO, Taxi, Sharpe Blackmore and also a great bunch of mid-sized agencies, b2b shops, a national television network (CBC), 15 specialty channels (History Channel, National Geographic, Showcase, Action, IFC, BBC Canada, + many more) and start ups who have taught me everything I know about how to get you noticed, remembered and sold. Or clicked. Or talked about. There are lots of ways to try to sell your products or to sell people on your offer or to engage them in your content and your show. But there is only one way to get it done right and on strategy. My experience is a foot in the door for your brand or your television idea . And no matter the size of your project, my commitment and attention to detail remain the same, big or small and always on deadline. Great conversations have to start somewhere. Give me a call or shoot me an email zookeepersboot@sympatico.ca Check out my work at http://jillatkinson.com
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