Culture

by Mike Masnick


Filed Under:
ac/dc, guitar amp, reason to buy, rtb



AC/DC's Reason To Buy: Get A Box Set Inside A Functioning Guitar Amp

from the now-that's-cool dept

We're always interested in cool "reasons to buy" that different content creators are coming up with, so thanks to TW for alerting us to AC/DC's latest effort, involving a special box set that is packaged inside a working guitar amp. The box set is $200, but beyond just the music (rarities, memorabilia, etc.) the casing itself is a 1-watt guitar amp, one foot wide by one foot high and four inches deep:
One of the fun things we've noticed in talking to various content creators about ways to better structure their own tiered "reasons to buy" is that it really helps to come up with some ideas that fit the content creator directly, and how they currently interact with fans. That is, you can't just copy what everyone else has done, but need to find that special unique thing that matches the content creator. This seems like a perfect example.

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  1. identicon
    Anonymous Coward, 29 Oct 2009 @ 5:22am

    Re: Re: Massive fail

    Oh Mike... it isn't "being a jerk" toward creativity, rather having a very good laugh at what you consider creative marketing.

    For me, it is sad to think that music that is (or will be) widely available for free is suddenly worth $200 because someone stuck the CDs in a box with a $10 retail novelty guitar amp. Does that guitar amp suddenly add $190 worth of market price to the music?

    For the real fans the value is elsewhere in the package:

    The working amplifier comes packed with three CDs, two DVDs, one LP, a 164-page hardcover book and “memorabilia from the band’s earliest days of touring,” including a button, sticker, tour flier, track sheet, temporary tattoo, guitar pick, three lithographs, a poster and a replica of one of the fake $100 bills used to shower audiences during the ‘91 Moneytalks tour.

    The Amp is just the box is all comes in, the cheap little bonus on the side. But the real value for fans is in the content. No gimmicks required.

    For me, this is a Techdirt classic case. (a) it supports a Wired story (Yeah Chris!), (b) is focuses on a very narrow part of the project, and tries to make it look like the main part of the deal, and (c) fails completely to give any value to the actual products that fans would value.

    You would have had a much better story here pointing out how they are marketing by selling "rarities", except that it appears that many of those rarities may be only reproductions.

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