I love how many wonderfully weird people there are in the world. I’m particularly enamoured by those who seem to do incredible things for no apparent reason and want nothing in return.
Prime example: the midnight knitter.
This needle-wielding bandit is going around West Cape May, NJ attaching little woolly knitted socks, scarves and hats to trees and lamp posts. Some residents love the little unexpected, colourful and fun injections dotted around their neighbourhood; and of course there are the boring types that say it’s an act of vandal on public property (who are these people?!). In any case, acts like this are generous. And there’s a lot we in the world of marketing should learn from generosity. There’s nothing quite like seeing or experiencing something interesting and knowing that it’s there for no other reason than to make you smile. Not smile and then sell you stuff. Just smile. It makes an act of randomness that much more likeable.
The other lesson here is about talkability. The midnight knitter has had countless articles written about him/her/them recently – enough that they made it all the way over the pond to reach me in London. Him/Her/They have sparked a huge debate in their town and beyond. His/her/their fan base is growing on facebook. And no doubt, they have inspired a bunch of knitting ninjas to carry out their own acts of illicit knitting.
So keep it up midnight knitter. And come to London!