Android + Google Marketing = Innovate and market at the same time

When I was working for companies as I was in a MarCom agency, the client was always caring about its logo and asking for it to be bigger. That request is so well known among agencies that Agency Fusion launched a campaign named “Make My Logo Bigger” to show off the so smart idea to make logo bigger (watch the movie at the end of the post). From the logo, Google did thought about community. And using that insight, they did managed their success (in addition to having ideas). Android, the coming soon mobile software stack (includes an operating system, middleware and key applications) from Google, is following these rules and may be the next big thing, and is the hype for now. Here is why.

Since long Google has shown it knows well how to market their product over the web. With Gmail, thought the public release timing might have been too long and make people step back from the service, Google Analytics and Docs, Google Image, and other great applications, the Page+Brin company has proven they master the Internet communications planning. And they’re doing as usual with Android: a simple idea, a simple plan, a big community gathered to “change the world”, and an impressive ability to make their product “user-generated product”.

Putting community in the core of the Android development and marketing was a great move in many areas:

• Development: they developed the Android Developer Challenge to engage with their developers community and generate the best-in-class mobile applications
• Innovation: the community has the ability to think out of the box, which you don’t in a company. Moreover there are far more people to think, which means potentially far more better ideas to comes out of the hat.
• Marketing: asking for people to create the best applications for mobile has turned those people into brand advocates, speaking about Android everywhere.
• Communication: telling the world the applications are made by real people highlights that Android is no more a company product, but a world product, with only smart ideas.
• PR: no need to speak about it. The community has already done it. And thinking about managing the information leak or embargo? you’re kidding…

That is the power of the community management and leveraging.

More on the challenge: TechCrunch

To read more on that topic:

• Fast.Fwd.Innovation Weekly Takeaway
• Google + Web Browser = Chrome as the missing part of the Google User Experience
• Fast.Fwd.Innovation Weekly Takeway
• Review of the Internet news of the Day
• Word of Mouth + Strategy = engrave it in your delivery strategy