360DigitalInfluence

Thus far, 5000 inspired Johnny Cash fans around the planet have contributed painted frames to an online video of the Man in Black eerily singing “Ain’t No Grave” off  his forthcoming (final?) album of the same name.  Are these hardcore Johnny Cash “fans”?  Doubtful.  I think it is far more likely that this has tapped into the deepest of our human desires.

The Johnny Cash Project stands as a testament to our need to both be creative and be connected.  It is the brainchild of video director and photographer Chris Milk who has done some of Kanye West’s most memorable visuals.  While the online tool to graphically “paint” the frames of the video is somewhat limited - only greyscale tools & the project picks your potential frames for you, the final product is remarkable.  The flashes of crosses and highlights of Johnny’s skeleton that various contributors have chosen to add intermittently make the the choppiness mesmerizing.  3 lessons from the project:

1. To ignite quick, widespread participation in an online project, offer a new way for people to leave their mark.  Take the step beyond “contribute a tip” or “send a short video” and open a new media for content creators to make themselves seen 7 heard.  The online frame painting tool is somewhat simple, but does just that.
2. Allow people to play a role in a storied brand.  My hat is off to the Cash estate for allowing this type of project instead of holding the brand so close to the vest to not allow for any interpretation.  Are we open enough about participation in our own brand?
3. What this project doesn’t have baked into it that we would normally think of as best practice is a reason to share your contribution and spread the word.  The activity itself appears self-selective enough to have appealed to those already motivated to share their work.

Are you giving your fans or content creators at large a new, creative way to participate in your brand?