Lank Sociableby Andy Davis and Montle Moorosi, images by JR Onyangunga / 30.03.2011
Thank god for the evolution of marketing. It smells like progress. Instead of throwing all their money at advertising campaigns, cool brands, these days set aside a bit of that dough to bribe you personally. Lucky for us, this new sales grift involves concept-jargon like “360 degree marketing” and “brand patronage”. Basically all the cool brands are in a pitched battle of mortal one-upmanship with other cool brands, to impress and bedazzle you, the punter. Without even trying to sell you their product. They just want to hook you up with good vibes and fun times and piggy back those warm and fuzzy feelings into your heart. We’ve come a long way since those Lucky Strike parties, ne?
So instead of some intangible media spend buying another 30 second slot on SABC, you get invited to a concept like the Puma Social Club. A free jol atop Jozi’s downtown, iconic Cornerhouse building, featuring Tumi from the Volume and DJ producers like Haezer and Peach van Pletzen, all decked out with ping pong tables, an impromptu bowling alley, a photo booth, foosball tables, a huge stage, two bars, some massive speakers and a vast open air rooftop area for the social smokers. So what if Puma is putting on better jols than the current crop of Jozi party promoters. Does it sell more sneakers? Hard to say. Do the kids rock out, drink too much, hook up, behave badly and have a good time? Ja.
Highlight of the gig had to be Tumi rapping the list of illegally parked car registrations that were about to get towed!
*All images Jean-Rene Onyangunga