V Energy Drink is a brand that has got the social media thing right. Well, almost.
VRaw is a branded site that has found a relevant way to communicate with consumers, namely, through offering value.
Essentially, it’s a branded blog that gives people the chance to find where they fit in the most creative companies in Australia, offering internships with the very best in Fashion, Graphic Design, Music, TV, Advertising and Gaming, as well as access to unique content like music videos and artist remixes.
The thing that I like is that there is no ‘sell’, with barely any information about the drink itself. Instead, people engage with the brand through following their exclusive offers and original content uploads. As such, VRaw provide value to consumers (including me) in a creative way, and in turn, become socially relevant – my friend, not a company.
Or so I thought.
Having been a fan of this site from early on, I was quite disappointed to discover their latest video post of interviews with the “VRaw head honchos” explaining the campaign. From the company babble about the ‘essence of the brand’ and ‘being a catalyst for energy’, to the the fake ‘behind the scenes’-type footage, the whole thing reeks of corporate PR.
Maybe it’s just me, but I feel they’ve lost their friendly credibility. I can only hope new content uploads will dilute this post and I can continue being ‘mates with the brand’.
What do you think of corporate messages in social media? Do they pop the bubble of friendliness?
Posted by Gavin Chimes
[See comments for VRaw’s response]