Earlier this week, I challenged Delta to stop talking about change and change already! I criticized a bloated 30-second spot which essentially says, "we're changing", but offers no proof. In addition, it sets them up for failure with typical mismatched expecations between communication and ground-level activation (service, baggage handling, delays, comfort - I could go on)
My point was simple: instead of telling us you're changing, why not prove it to us? Why not update us regularly with - for example - a Twitter group.
On the same day of my post, a Delta Twitter account mysteriously appears. What makes this so surreal is that the "voice" is not brand-speak or corporatese. It's human.
The voice is certainly informed:
- @Blephen - been trying to make the employees happier too. Gave out bonuses and part-ownership in the company: http://tinyurl.com/28ddae
So now the real questions:
- Who does the voice belong to?
- Is it a fake voice? There are many opaque twitter accounts such as this one "belonging" to Condi Rice (via shakewellbeforeuse)
- Is it sanctioned by Delta? It could very well be a purposeful unofficial voice. After all, humans can say many things corporations (or brands for that matter) can't
- Is this (or should this be considered as) the voice of "the brand"? Does it speak as an "official agent" of the company? And if not, does it matter?
- What will happen to the voice?
I have some hunches as to answers 1), 2), 3) and 5), but I think the real conversation is in 4)
This is one of those very clear - even seminal - moments in marketing that reflect a clear departure from the norm and status quo. It's a BIG story and has even BIGGER implications for all of marketing and its future.