When I was in college most of my friends were very into hip hop and it wasn't for me. I'm more into Springstein and the Who. But I wanted to be included in their conversations. If I showed knowledge of something that was both off the everyday's hip hop fan's radar and that the hard core fans thought was awesome, I could leverage this undiscovered gem.
So whenever I had the opportunity amongst a hip hop conversation I would say "Capadonna's verse in Winter Wars was the best rhyme ever." I was quite the hit at parties. Thanks for the tip Jared.
As a marketer there are conversations around cars, traveling, eating, clothes, food, entertainment, health, style that we want to get into. Most corporate messages are as out of place in these conversations as I was in hip hop conversations. But if we can create something that's just a little obscure but our most ardent influential customers think is awesome, maybe we have a chance.
I think our Portland Office did a great job at this with their Bruce Campbell Old Spice spots.