{"id":1054,"date":"2020-12-01T10:55:51","date_gmt":"2020-12-01T16:55:51","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1054"},"modified":"2020-12-01T10:55:51","modified_gmt":"2020-12-01T16:55:51","slug":"beat-em-v-join-em-2020","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/","title":{"rendered":"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content"},"content":{"rendered":"\n
\"\"
Fan generated. (Guian Bolisay<\/a>)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Brands have a delicate balance to maintain when it comes to fan-generated content. On the one hand, intellectual property (and, for that matter, physical properly) is a real and valuable thing, and choosing not to protect it can tip a brand down a slope to losing it entirely. When an individual, even one who loves your brand a lot, starts using that brand for their own purposes, not speaking up isn\u2019t always the safe legal option.<\/p>\n\n\n\n

On the other hand, though\u2026 free content. A built-in fan base. Someone else doing all the work. Looking cool for playing along and, just as valuable, not<\/em> looking un<\/em>cool for calling out fans for just doing fan stuff. And while \u201cinfluencer\u201d has come to mean \u201cperson on Instagram who pretends to use your product whilst smiling and not forgetting to #spon,\u201d the reality is that anyone who interacts with your brand can be influential if you play your cards right. Or really, really badly. Here are a few winners and losers.<\/p>\n\n\n\n

(One important note: I am not a lawyer, nor am I an IP expert. Nothing written here should be taken as legal advice. I can only speak to the wisdom of pissing off your fans, notwithstanding your legal right to do so.)<\/p>\n\n\n\n

Sherwin-Williams v. Guy with Paint TikTok (2020)<\/em><\/h2>\n\n\n\n

Tony Piloseno was a full-time Ohio University student and a part-time Sherwin-Williams sales associate when he launched his TikTok channel, @tonesterpaints<\/a>, in which he demonstrates the art of mixing paint colors to create other paint colors and y\u2019all, it is hypnotic<\/em>. He started posting videos in December of last year, and since then, some of his videos have gotten upward of a million views.<\/p>\n\n\n\n

So in July, Sherwin-Williams fired him<\/a>.<\/p>\n\n\n\n

Piloseno admits that his first videos were filmed while he was mixing paint for customers (although, when the channel took off, he committed to buying all the paint himself), that he used company equipment to do the mixing, and that he sometimes filmed during work hours when things got slow. So if, as a company, you\u2019re absolutely determined to fire an employee, there are grounds there. Alternately, however, there\u2019s the option of not<\/em> firing the guy stirring up your paints for the enjoyment of 1.5 million followers, and finding some other way of dealing with it. Obviously, we know which way Sherwin-Williams went.<\/p>\n\n\n\n

The citrus twist that makes this incident particularly sour is that back in the spring, Piloseno actually did reach out to Sherwin-Williams\u2019s marketing department<\/em> \u2014 with a pitch deck, no less \u2014 to offer his services, and his built-in audience, as a social media presence. And not only did they shoot him down, they didn\u2019t even look at his deck \u2014 because they didn\u2019t have any promotions going at the time.<\/p>\n\n\n\n

Ouch.<\/p>\n\n\n\n

Freshly unemployed, Piloseno continued running his widely beloved TikTok from a friend\u2019s basement, buying all his own gear. From Lowe\u2019s. And Sherwin-Williams has\u2026 not been receiving the greatest feedback from the public<\/a>.<\/p>\n\n\n\n

Luckily, not every paint company is as utterly myopic as Piloseno\u2019s former employer, and Piloseno started getting job offers pretty soon after his firing story went viral. “I talked to a bunch of people from a bunch of companies, but Don Strube, the co-owner of Florida Paints, he really connected with me when he called me and talked about his passion for paint,” Piloseno told BuzzFeed News<\/a>. “I found that very special.” He\u2019ll be working in one of their Orlando stores as a sales associate while continuing to make content (with the company\u2019s enthusiastic blessing) and finishing his degree online.<\/p>\n\n\n\n

I mean, come on, Sherwin-Williams. This isn\u2019t the hard math.<\/p>\n\n\n\n

IKEA v. Woman with IKEA Fan Blog (2014)<\/em><\/h2>\n\n\n\n

Sherwin-Williams isn\u2019t, of course, the first brand to stumble over the prospect of a ready-made audience. Way back in 2006, Malaysian IKEA enthusiast (and, not for nothing, freelance copywriter) Yap Mei Mei (better known as Jules, after the eponymous IKEA swivel chair) chose to celebrate her enthusiasm by launching the blog IKEA Hackers<\/a>, bringing all the wonderful things clever people have done with their IKEA furniture into one place. Storage, room decor, pet care \u2014 IKEA furniture is both relatively affordable and imminently hackable, perfect for off-label use. And from a brand standpoint, who wouldn\u2019t love a blog drawing 30,000 visitors a month, giving people reasons to buy flat-pack furniture for purposes they hadn\u2019t originally considered?<\/p>\n\n\n\n

Well, IKEA, apparently, because in 2014, they served Yap with a C&D<\/a> for violating their IP. Initially, they demanded that she transfer the domain name IKEAhackers.net to them, lest they take further legal action. After negotiations, they agreed to let her keep the name and URL of the blog she\u2019d had for eight years at that point, on the condition that she not feature ads to offset the cost of running the site.<\/p>\n\n\n\n

Now, to be clear: IKEA is perfectly within their rights to protect their IP, including preventing other people from making money using their trademark. But from a brand-relations perspective\u2026 you gotta be like that, IKEA? Going after a fan community that is arguably making more money than they could ever take from you? Or, as Yap wrote in her got-some-bad-news-y\u2019all post<\/a>, \u201cI don\u2019t have an issue with them protecting their trademark but I think they could have handled it better. I am a person, not a corporation. A blogger who obviously is on their side. Could they not have talked to me like normal people do without issuing a C&D?\u201d<\/p>\n\n\n\n

It took about a week of public reaction for IKEA to realize precisely what it was in the process of doing<\/a>. In the wake of an outpouring of popular support, IKEA flew Yap out to Almhult, Sweden, to talk with a team including CEO Torbjorn Loop about how the brand and the fan could work together. (\u201cThey recognised the contributions of IKEAHackers and admitted that they \u2018did not handle this (the trademark issue with IH<\/em>) very well,\u2019\u201d she wrote<\/a>.) They quite sensibly agreed to let her keep the site going as long as she didn\u2019t post anything that might be damaging to the IKEA brand. She still gets ad revenue and has even published a book, and IKEA is fine with that, because the revenue from a couple of $17 books is nothing compared to the $240 of Kallax involved in this wardrobe hack<\/a>.<\/p>\n\n\n\n

Wizards of the Coast v. Nobody, Because They\u2019re Cool<\/em><\/h2>\n\n\n\n

Of course, you could expect Wizards of the Coast \u2014 makers of the \u201cDungeons & Dragons\u201d and \u201cMagic: The Gathering\u201d brands \u2014 would be cool with fan-generated content. Their entire business model depends on fans taking what Wizards creates, applying their own creativity, and emerging 16 hours later desperately in need of a nap and probably some roughage. But they also recognize that, once again, letting your IP wander too far from the ranch isn\u2019t a good thing.<\/p>\n\n\n\n

To keep fan content a little more moderated, Wizards offers a free and comprehensive fan kit for the creation of fan sites and other materials. Graphics, logos, colors, the whole thing. All they ask is that you not alter their stuff and you not try to make money off of it. And if they catch you doing it, they\u2019ll\u2026 call you, and be, like, \u201cHey, knock that off, okay?\u201d <\/p>\n\n\n\n

They\u2019re not the only ones. Video game company Ubisoft offer fan kits for products like \u201cFor Honor<\/a>\u201d and \u201cAssassin\u2019s Creed<\/a>\u201d with everything from character art reference images to cosplay guides. Ditto Cloud Imperium, maker of “Star Citizen<\/a>” and \u201cSquadron 42.\u201d They\u2019re not saying, \u201cHey, our stuff is your stuff, y\u2019know?\u201d They\u2019re not saying, \u201cTake it! All of it, it\u2019s yours to do with as you want.\u201d What they\u2019re saying is, \u201cY\u2019all, don\u2019t try to make money off of our IP. We\u2019re already giving you this stuff for free anyway.\u201d<\/p>\n\n\n\n

I mean, they\u2019re saying, \u201cWe love our fans! Y\u2019all are the best. You make us who we are,\u201d blah, blah, blah. But what they\u2019re really<\/em> saying is, \u201cHands on this stuff. Hands off the rest of our stuff.\u201d<\/p>\n\n\n\n

Can v. Have To<\/em><\/h2>\n\n\n\n

Because brands really do get to choose what to say. Sherwin-Williams did have the right to fire their sales associate for filming TikTok videos at work, using their equipment. IKEA did have the right to call up a blog that was making ad revenue using their protected trademark. Wizards of the Coast, or any of those other brands, would be fully within their rights to tell fans where to get off with their fan art, because their money is buying a deck of nerd cards and that. Is. It.<\/em><\/p>\n\n\n\n

But they didn\u2019t. Well, Sherwin-Williams did, and it didn\u2019t work out well for them, because they\u2019re been thoroughly dragged for it on social media, and that\u2019s kind of the point: You can be flexible and innovative in an ever-changing online environment, appreciating fan (and\/or employee) appreciation and using it for your own purposes, or you can cling to outdated interpretations of a brand\u2019s responsibilities in the face of such nonsanctioned activity and screw yourself over, reputationally speaking.<\/p>\n\n\n\n

Again, I\u2019m not an IP lawyer, and I don\u2019t want to hear anyone saying, \u201cI let my IP slide because Caperton said I\u2019d be uncool and it would be bad for business\u201d \u2014 I didn\u2019t say that, I don\u2019t even know you, and I\u2019ve already told you I\u2019m not a lawyer and taking legal advice from me would be stupid. And IP is important. But keep in mind that there\u2019s a lot of room, legally protectable room, between \u201csue the pants off of them\u201d and \u201clet them do whatever they want.\u201d It\u2019s like how there\u2019s a lot of room between being a strict parent and buying a keg for your fifth-grader\u2019s sleepover \u2014 you can let them have Dr. Pepper after 9 p.m. and still be The Cool Mom.<\/p>\n\n\n\n

\u201cWow, your brand lets you run an ad-supported fan site as long as you don\u2019t post anything that would be damaging to their IP? I wish my brand was as cool as yours.\u201d<\/p>\n\n\n\n

I know, dude. I know.<\/p>\n","protected":false},"excerpt":{"rendered":"

Brands have a delicate balance to maintain when it comes to fan-generated content. On the one hand, intellectual property (and, for that matter, physical properly) is a real and valuable …<\/p>\n","protected":false},"author":1,"featured_media":2327,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[25,42,47,54,63,70],"class_list":["post-1054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-biz","tag-digital-advertising","tag-influencers","tag-legal-issues","tag-oh-honey-no","tag-social-media-marketing","tag-tiktok"],"yoast_head":"\nBeat \u2018em v. Join \u2018em (2020): When brands meet fan content - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"Brands have a delicate balance to maintain when it comes to fan-generated content. On the one hand, intellectual property (and, for that matter, physical properly) is a real and valuable …\" \/>\n<meta property=\"og:url\" content=\"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/\" \/>\n<meta property=\"og:site_name\" content=\"Caperton Gillett | The Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/capertongcreative\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/capertongcreative\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-01T16:55:51+00:00\" \/>\n<meta name=\"author\" content=\"Caper\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CapeGCreative\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Caper\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/\"},\"author\":{\"name\":\"Caper\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/person\\\/a8b294ce5e33f2905e82f8435c3650c4\"},\"headline\":\"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content\",\"datePublished\":\"2020-12-01T16:55:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/\"},\"wordCount\":1730,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"Digital advertising\",\"Influencers\",\"Legal issues\",\"Oh honey no\",\"Social media marketing\",\"TikTok\"],\"articleSection\":[\"The Biz\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/\",\"url\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/\",\"name\":\"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content - Caperton Gillett | The Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2020-12-01T16:55:51+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/beat-em-v-join-em-2020\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/\",\"name\":\"Caperton Gillett | The Blog\",\"description\":\"A blog about advertising, copywriting, creativity &c.\",\"publisher\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\",\"name\":\"Caperton Gillett Creative\",\"url\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/cropped-site-icon.png\",\"contentUrl\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/cropped-site-icon.png\",\"width\":512,\"height\":512,\"caption\":\"Caperton Gillett Creative\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/capertongcreative\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/acgillett\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/person\\\/a8b294ce5e33f2905e82f8435c3650c4\",\"name\":\"Caper\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/76a8676c5e46f71e04b1e36e7a86c8ed2ad109a4dac4e70e3842a19b1ead7279?s=96&d=mm&r=pg\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/76a8676c5e46f71e04b1e36e7a86c8ed2ad109a4dac4e70e3842a19b1ead7279?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/76a8676c5e46f71e04b1e36e7a86c8ed2ad109a4dac4e70e3842a19b1ead7279?s=96&d=mm&r=pg\",\"caption\":\"Caper\"},\"sameAs\":[\"https:\\\/\\\/capertongillett.com\\\/blog\",\"https:\\\/\\\/www.facebook.com\\\/capertongcreative\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/acgillett\\\/\",\"https:\\\/\\\/x.com\\\/CapeGCreative\"],\"url\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/author\\\/caper\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content - Caperton Gillett | The Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/","og_locale":"en_US","og_type":"article","og_title":"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content - Caperton Gillett | The Blog","og_description":"Brands have a delicate balance to maintain when it comes to fan-generated content. On the one hand, intellectual property (and, for that matter, physical properly) is a real and valuable …","og_url":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/","og_site_name":"Caperton Gillett | The Blog","article_publisher":"https:\/\/www.facebook.com\/capertongcreative\/","article_author":"https:\/\/www.facebook.com\/capertongcreative","article_published_time":"2020-12-01T16:55:51+00:00","author":"Caper","twitter_card":"summary_large_image","twitter_creator":"@CapeGCreative","twitter_misc":{"Written by":"Caper","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#article","isPartOf":{"@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/"},"author":{"name":"Caper","@id":"https:\/\/capertongillett.com\/blog\/#\/schema\/person\/a8b294ce5e33f2905e82f8435c3650c4"},"headline":"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content","datePublished":"2020-12-01T16:55:51+00:00","mainEntityOfPage":{"@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/"},"wordCount":1730,"commentCount":0,"publisher":{"@id":"https:\/\/capertongillett.com\/blog\/#organization"},"image":{"@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#primaryimage"},"thumbnailUrl":"","keywords":["Digital advertising","Influencers","Legal issues","Oh honey no","Social media marketing","TikTok"],"articleSection":["The Biz"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/","url":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/","name":"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content - Caperton Gillett | The Blog","isPartOf":{"@id":"https:\/\/capertongillett.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#primaryimage"},"image":{"@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#primaryimage"},"thumbnailUrl":"","datePublished":"2020-12-01T16:55:51+00:00","breadcrumb":{"@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/capertongillett.com\/blog\/beat-em-v-join-em-2020\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/capertongillett.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Beat \u2018em v. Join \u2018em (2020): When brands meet fan content"}]},{"@type":"WebSite","@id":"https:\/\/capertongillett.com\/blog\/#website","url":"https:\/\/capertongillett.com\/blog\/","name":"Caperton Gillett | The Blog","description":"A blog about advertising, copywriting, creativity &c.","publisher":{"@id":"https:\/\/capertongillett.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/capertongillett.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/capertongillett.com\/blog\/#organization","name":"Caperton Gillett Creative","url":"https:\/\/capertongillett.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/capertongillett.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/cropped-site-icon.png","contentUrl":"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/cropped-site-icon.png","width":512,"height":512,"caption":"Caperton Gillett Creative"},"image":{"@id":"https:\/\/capertongillett.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/capertongcreative\/","https:\/\/www.linkedin.com\/in\/acgillett\/"]},{"@type":"Person","@id":"https:\/\/capertongillett.com\/blog\/#\/schema\/person\/a8b294ce5e33f2905e82f8435c3650c4","name":"Caper","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/76a8676c5e46f71e04b1e36e7a86c8ed2ad109a4dac4e70e3842a19b1ead7279?s=96&d=mm&r=pg","url":"https:\/\/secure.gravatar.com\/avatar\/76a8676c5e46f71e04b1e36e7a86c8ed2ad109a4dac4e70e3842a19b1ead7279?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/76a8676c5e46f71e04b1e36e7a86c8ed2ad109a4dac4e70e3842a19b1ead7279?s=96&d=mm&r=pg","caption":"Caper"},"sameAs":["https:\/\/capertongillett.com\/blog","https:\/\/www.facebook.com\/capertongcreative","https:\/\/www.linkedin.com\/in\/acgillett\/","https:\/\/x.com\/CapeGCreative"],"url":"https:\/\/capertongillett.com\/blog\/author\/caper\/"}]}},"_links":{"self":[{"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/posts\/1054","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/comments?post=1054"}],"version-history":[{"count":0,"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/posts\/1054\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/capertongillett.com\/blog\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/media?parent=1054"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/categories?post=1054"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/capertongillett.com\/blog\/wp-json\/wp\/v2\/tags?post=1054"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}