I haven’t been to an Atlanta Hawk’s basketball game this season, but apparently they are heating it up with their video fan Codes of Conduct. In November, the Hawks released a video Code of Conduct, modifying Robin Thicke’s “Blurred Lines” to communicate to fans appropriate and inappropriate behavior. Four months later they followed it up with a second music video Code, a parody of Miley Cyrus’ “Wrecking Ball.” The team has even won recognition for the videos, bringing home the Golden Matrix Award for Best In-Game Feature at the annual Information Display and Entertainment Association conference. These videos are a must watch. Throw some ear buds on and check them out at work for a little business ethics training inspiration!
What did you think? Any takeaways for your company’s workplace ethics training program? This reminds me of our compliance training vignettes. The Network provides 1-3 minute short, graphic animations that function as awareness pieces, and as part of a campaign, can keep ethics and compliance topics top of mind for employees. The Hawks took the same idea, but created a music video reminder.
The video is genius. The Hawks are getting their fans to pay attention to a very important message by using a catchy, smash hit song and cool features like hash tags.
The Atlanta Hawk’s “Wrecking Ball” Code of Conduct is my favorite. You don’t have to be a Hawks fan to appreciate this video code. It doesn’t employ hash tags like the other video, but it follows the same route of reworking a popular song as a vehicle for their fan Code of Conduct. I’ll admit I have watched it more than once!
Another company that is starting to shake up its customer communications is is Delta. It’s important that travelers watch the in-flight safety videos, but let’s face it, they are boring. But they’ve gone from snoozers to amusing videos with a plethora of pop culture references. And I’m guilty! Before their makeover I would close my eyes and zone out as soon as I sat down (haven’t we all memorized the safety talk at this point?!). But, now I perk up when the safety video comes on – I want to see if there is a new one!
Forbes contributor Aaron Perlut watched Delta’s 5:21 minute video above and hailed it as “utterly brilliant.” Compliance professionals: your job is no different than that of the people who made the Delta video. You have been tasked with delivering a traditionally dry and uninteresting material to an uninterested and potentially even apathetic audience. Oh, and that’s right, they need to retain the information, too! GAH!!! If Delta can keep an audience captivated for 5 minutes and 21 seconds, so can you (and you won’t have to use Jedi mind tricks, I promise!)
The Atlanta Hawks and Delta have figured out the secret sauce to creating an engaging way to deliver less than exciting topics. However, producing videos with live actors can be costly. The Hawks created parodies of current music hits for their fan Codes of Conduct. But will they be relevant in a year? No, at that point there will be a new hit and they’ll have to create a new video. If you don’t have the budget of an NBA team behind your compliance program, don’t lose hope! There are other options.
Instead of using live actors, consider vector animation, which has been proven to be extremely influential as a teaching tool because it is memorable and different. Another benefit to animation is that it can be more readily updated. If you are shooting a follow up training video with live actors, you might run into difficulty finding the same actor. With animation you are held to no one’s time table but your own. You are also free to update clothing styles, hair styles or anything else that could become dated with time, in an efficient and effective manner.
This is also very helpful in the compliance area because it’s easy to translate courses into multiple languages without it looking like peoples’ lips are not synchronized with their words, a la the “Godzilla effect”, which makes people disengage from the content.
With all the potential risks that could affect the health of your business don’t take a chance on your training. Invest in your business ethics training – take cues from the Hawks and Delta to create memorable and engaging content that also communicates your ethics and compliance messages.