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Threadless: A Case Study In Online Community

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I own threadless shirts, and love seeing their new, and often campy, designs on a weekly basis.  With some previous coverage of threadless on previous One Degree posts about saving abandoned shopping carts, this article provides a bit of a case-study on the offset communities threadless has generated.

The first question to answer is; What is threadless?  In short, threadless is a community-oriented, and centred, t-shirt store which users submit designs and concepts.  Designs are voted on by the community, and winners are not only printed, but compensated monetarily as well.
While specifically dealing with adult t-shirts, threadless has since branched off to make kids t-shirts over at threadless kids, as well as the new Naked and Angry – a separate community which has made user-submitted ties and wallpaper.

Where threadless has excelled is is by maturing a creative community which has generating subsequent communities based off of its original concept.  These communities however, are not run by Skinnycorp (threadless’ parent company), but rather by its customers. Loves Threadless is a blog about threadless, and is run by a web developer and blogger.  The community site discusses the new weekly designs (updated every Monday), and takes the conversation about the shirts to a new level.  Looking at the site’s statistics, the average daily visits are over 200 from all over the world, and while small, presents a nice audience heavily interested in the product.

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Sony Pictures' Killer Marketing Idea

Is it possible to have an immersive, interactive, and on-brand marketing experience without even visiting a Website?

I believe you can, based on my recent experience interacting with the proprietor of the Pinewood Motel.

Here’s the scoop: I’m watching TV and see a commercial for Sony Pictures’ new horror film, Vacancy. Other than the fact it has some A-level stars in it, the film (and the commercial for it) looks like a typical slasher flick. Until the end of the commercial, that is.

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