Leaks Are Love.
These days you can’t go a week without the latest gadget or movie trailer being leaked. Try as they might, tech companies and movie studios may control the product, but they still can’t control the buzz.
So, they make a big fuss and shut it down and issue “cease-and-desists,” and it makes it onto all the news outlets, blogs and Twitter feeds.
Wait – what?
Hmm. So, purely by accident, someone posts pictures of the latest phone a week before the official announcement, or the whole online world sees the 2-minute teaser you were saving for next week. Interest. Coverage. BUZZZZZZZZZZZZ.
Leaks happen. And you know what? You should love it.
We’re in a world full of jaded, cynical, “I’ve-seen-it-all-and-what-I-haven’t-seen-I-can-look-up-on-Google” jackasses. It takes a lot to surprise or impress people. Brand loyalty only seems to last until the latest and greatest thing comes along. So if consumers care enough about your product or movie or widget to leak it in the first place, or watch said leak, or share it on the Facebook, it’s because they’re interested, engaged, and ready to act – all the things you’re paying your agency(ies) to do for you. Personally, I’d be shocked if they’re not all the ones behind these “leaks.” On the off chance that they’re not, they should be.
LEAKS, my friends, for lack of a better word, ARE LOVE.
Just last week, the trailer for “Avengers 2” dropped a week ahead of schedule. Rather than protest too much, Marvel not only blamed it on their universe’s fictional bad guys, but went ahead and officially released the trailer a full week ahead of schedule.
They get it. They know the fans were clamoring for it. And they rolled with it. And I argue that this trailer got way more attention that it would have premiering after this week’s “Agents of SHIELD” episode.
So companies. Learn to love the leak. Unless it’s my credit card or login info. Then, learn to love talking to my lawyer.
© 2014, Kwame DeRoché