For the past couple weeks I have been talking with a few different companies and individuals about identifying opportunities. All too often, we look at what we can do based on what we have seen being done, what we see our peers do, and what we are told or shown is possible. Because we are trained to see with this lens, we miss opportunities. Important ones. From a very young age I have been what some classify as “opportunistic” – I like to say that I pay attention. I usually am tracking what people are doing, where they are going, what their starting, what companies are doing, who their partners are, who’s invested and to what degree. I pay attention to relationships by nature and believe that most people don’t because they are too focused on their own relationships to pay attention to anyone else’s.
If you remember back to my first post, you will recall that I LOVE introducing other people who should be talking to each other. I love it even more when I can recognize a potential relationship before they can and set a vision for them. Today, I am going to set a vision for the most unlikely of mates, cats and dogs, an unlikely pair. It isn’t news, unless you are watching NBC Tape Delay, that cats and dogs don’t get along, but I think after this past week we might have just the opportunity.
Snoop Dogg, scratch that, Snoop Lion! (RAWR), is back in full force. Funny how his name changed right after I downloaded Apple Lion and just after I started to forget the many identities of Diddy, or is it Sean, wait…. P. Diddy, Dirty Money…. No its Puffy…. Ummm…. Ok you get the picture. Snoop Lion is someone the media tends to give a hard time given hip hop culture and his own run ins with the law, but I have been paying attention to him since the 90’s. The one thing that has stood out the most, isn’t his music, it’s his love for his community. He has spent years building a youth football league for some of the toughest cities in California, to teach young people leadership, teamwork, and the value of hard work. This is amazing. So what does this have to do with cats?
I don’t know about you but this jingle is by far one of my most memorable advertising jingle’s of all time. There are very few catchy tunes out there in commercials, but this is one of them. Meow Mix is also a company I have been paying attention too lately. Del Monte Foods has been doing an excellent job tuning a new generation into this jingle and authentically engaging them online with social media. They aren’t just going for the numbers, they are going for relationships, and paying attention to other people’s relationships as well. So much so, that I had to go through a few pages of @Reply’s (this is a good problem by the way) to dig up this tweet they sent to Snoop Lion:
A big meow for Snoop Lion as he mixes it up! We know he’ll be pawesome.— Meow Mix (@meowmix) August 1, 2012
Notice something here, they did not tag Snoop Lion, they did not expect any response, they were just paying attention to an opportunity and entered the conversation. Low and behold, Snoop Lion, was paying attention too. Just like he has been paying attention to his community for a long time. He noticed, and retweeted them, and more importantly - Meow Mix said THANK YOU.
@snoop_lion We’re so happy to call you the king of the jungle! We’ll meo…roar to that. :)— Meow Mix (@meowmix) August 3, 2012
Now, Meow Mix doesn’t have that many followers on Twitter, yet, but I know they saw an uptick after this tweet. They saw an increase in likes on Facebook, and created a few smiles. Pay attention to Meow Mix, they are doing it right, just like a few other companies I have shown you. Over the next several months, I wouldn’t be surprised to watch their numbers grow, but more importantly the depth of their relationships with their community. Great job Meow Mix - way to pay attention!
Since Snoop Dogg is now Snoop Lion and Meow Mix has hired The Voice’s Cee-Lo Green to remix the jingle, I think it is the perfect time for The King of the Jungle and of the Jingle to join forces.