Motorola has it right–they are taking customer input to the next level.
Motorola announced yesterday that it will be holding a contest for game developers. Officially called MOTODEV, this contest will award two developers for their winning applications by having them published by mobile entertainment company and contest sponsor I-play. In particular, the two contest categories are “Best Java Software Game,” and “Best Windows Mobile Game.” The two games will be accessible on the Motorola MOTOKRZR K1 and the Motorola MOTO Q devices respectively (Motorola.com).
Motorola is making quite a new-age marketing move with MOTODEV. They are putting content first while at the same time making it clear that consumers are greatly appreciated. According to Christy Wyatt, Vice President of ecosystem and market development, this contest is “enabling breakthrough innovation and creating the best consumer experiences” (MobileTechNews.com).
What better way to create good content then by leaving it to the people that use it most?
Take what Motorola has done with MOTODEV and put it in terms for the Big 4 record companies–now they have a plan for winning back the customer.
That’s the Big 4’s problem. They have alienated their market by assuming that they know what the customer wants and persisting in this direction. A possible music industry related solution could be to bring in hoards of anyone that appreciates music and interview them as people (not potential dollars). Following the MOTODEV philosophy, labels can have some sort of system that allows consumers to have direct input into the future music technology and even interact with the artists.
A contest that awards a few winners for making the best homemade music video for an artist would increase artist awareness and gain public interest. In this case both parties would benefit. Another possibility can be to allow select songs to be mixed and edited with home recording software by the fans that buy the albums. The best mixes, chosen by the artist, will win free concert tickets, signed memorabilia, and things of that sort. If marketed correctly, this scenario can increase CD sales and spark an increased interest in the commercial artist (because let’s face it, CD “extras” currently aren’t making people jump for joy).
These are just a few ideas of how labels can reclaim the public interest in commercial music and products; moreover, something deeper and more meaningful can also be resurrected–TRUST and POSITIVE CONSUMER-LABEL RELATIONSHIPS.
Let’s be glad that labels have not lowered themselves to radio’s level and push people to drink massive quantities of water in order to win contests (at least not yet). But the point is that there are still creative (albeit a bit new-age for the Big 4) ways to win back the good graces of the people.
Mobile Tech News- Motorola Announces the MOTODEV Game Developer Challenge
http://www.mobiletechnews.com/info/2007/02/20/112145.html
Motorola-MOTODEV official site
http://developer.motorola.com/eventstraining/gamechallenge/
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