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Stephen Colbert is a comic genius, and in my
opinion (and his), one of today’s most relevant pop culture icons. Not only do I love his overall schtick and
political satire, but Colbert’s delivery and improv skills demonstrate remarkable
comedic talent. However, Colbert’s true
mastery may be in his ability to engage a new
type of audience: today’s digital
culture.
Colbert leverages UGC and other participatory aspects of Web
2.0 in compelling ways to solidify an organic network of loyal fans he lovingly
refers to as his “Nation.” He recruits
the Nation to be part of his jokes, which often include subversive online
pranks that are right in line with his brand of satire.
For example, in 2006 the Ministry of Transport in Hungary held an
online vote to name a bridge. Colbert
rallied the Nation to vote to name the bridge after him and he won. In a similar online poll to name the Saginaw
Spirit hockey team’s mascot, the Nation rallied together once again to name it “Colbeagle”
the eagle.
During a rant on Wikipedia and its “truthiness,” Colbert
encouraged the Nation to make the “fact” that African elephant populations had increased
substantially a “wikiality .” The Nation complied, posting erroneous info to
various Wikipedia entries on elephants. With
Colbert’s prompting, fans have also conducted “googlebombing” campaigns to put him
at the top of search returns for “giant brass balls” and “greatest living
American.”
The Nation has its own online community at ColbertNation.com. The site features a blog, message boards,
show info, etc. It purposely doesn’t
look like a commercial media site, and that’s one reason it works. Colbert drives traffic to the site by
incorporating it into jokes, including directing viewers there to buy his fictitious
Stephen Colbert Formula 401 (frozen Colberts, if you will) or to submit UGC
video for the “Green Screen Challenge .”
What do marketers have to learn from Colbert’s successful
tactics? In order to engage online
networks, the users need to have a vested interest in the effort…to have
something to tell their friends about…to feel part of something. The
typical “film your own commercial,” “see what happens at [BLANK].com,” or
ho-hum online sweepstakes just won’t cut it in the Web 2.0 world.
Do yourself a favor.
If it’s all about YOUR message
and not THEIR ownership of the effort,
then save your money for billboard ads.
**to read more articles by this author, including more on the genius of Stephen Colbert, click on the name under the headline**
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