How did Michael Jordan meet Mars Blackmon (aka Spike Lee)? Borrowed interest. Did Nike or MJ have a hand in the movie “Do the right thing”- the breakthrough film for Spike Lee? Nope. Did their ad agency, Wieden + Kennedy create the character for the movie- nope. They saw a cultural phenomena and tied the two together. That’s using borrowed interest successfully. Two things that seem to go together- but, wouldn’t happen without help.
The king of borrowed interest may be Weird Al Yankovic, who borrows the familiarity of famous songs and just re-writes the lyrics, turning Michael Jackson’s mega-hit “Beat it” into “Eat it.” Familiarity opens doors for your message to get through.
Almost any and every celebrity endorser for a product is borrowed interest. Do we pay more attention to Lincoln ads because Matthew McConaughey is in them. Is Lincoln really his brand- or was he bought? Bets are the big paycheck makes the difference.
Remember the annoying guy for Verizon- “Can you hear me now?” Why do you think he’s now pitching Sprint? Borrowed interest.
And while Google’s new Snippets feature places this definition on top:
“Borrowed interest is the intentional association of an unrelated theme, event or image with a product, service or subject being presented, to attract attention otherwise not anticipated.
which it pulled from some previously unknown self-proclaimed guru Susan Finch, borrowed interest is a key tool for brands that aren’t that well known and looking for some connection to something bigger than them. Which brings us to our little fun experiment.
Youtube Vlogger Peter McKinnon has hit the photography/videography community like a lightening bolt, going from zero to a million and a half (and counting) subscribers in a little over a year. We enjoy his tutorials, even though almost every single one could be shorter by about a third. Do I need to know about his favorite coffee to make a better video, of course not- but, it’s his thing and he almost uses it as a prop- as in let’s meet over coffee- but, I digress.
Everyone wants to know what McKinnon’s secret is to growing a community so quickly. We even watched an annoying video explainer (with the writing hand) that got over 287,000 views, by a guy that only has a few over 20,000 subscribers.
He’s making money on the pre-roll ad, using shared interest. His analysis isn’t rocket science, but, it’s quickly become one of his most popular videos, and all that in 2 months.
So, we thought, what could we do to attract Peter McKinnon’s fan base to take a look at a video we made? How can we introduce our agency to people who may need help with advertising, marketing, building a better website- or are interested in creating a borrowed interest campaign of their own. And, how can we have fun?
We think the main reason we watch Peter is because, well, all those crazy noises he makes. Remember all those late night infomercials trying to sell you hits of some past generation? Well, we decided to make an infomercial to sell the fictional “Peter McKinnon SFX library” guaranteed to get your video channel to grow subscribers like a rocket- and to introduce his viewers to us. We’ve also bid a large contract that we’re hoping to win and collaborate with Pete on, but we have to win it first.
So, order yours before midnight tonight, the complete, completely fake, Peter McKinnon SFX library, yours for only four easy payments of $24.95, get it before these custom, exclusive, McKinnon SFX become as tired and old as the old standbys of breaking glass, doors slamming and sirens wailing- all served up with a heaping portion of good old borrowed interest.