A pretty remarkable thing happened yesterday.
After something like 80 weeks of planning and toil, an initiative I've been involved with - the Super Awesome Micro Project (crypically known as #SAMP on Twitter) - was finally revealed to the world via social media (naturally).
The #SuperAwesomeMicroProject is actually a Life Size Lego Car Powered by Air.
(Watch the video at the bottom of this post in which Sammartino gives a manic presentation of how he and Raul met and the Lego idea came about).
Sammartino kickstarted crowd funding of the project via a single tweet:
Some had never met Sammartino but still put money in, sight unseen!
And that, my friends, is called TRUST.
Many - I would dare say, the majority - of the 40 #SAMP patrons (aka the 'SAMPions') - would have come together after connecting somehow on the social web, mainly Twitter.
How did Steve Sammartino manage to get such a connected crew together - a bunch of folks, I might add who also helped out in terms of web marketing, video, photography and other social media smarts?
He built trust over time.
As best-selling author Gary Vaynerchuk would say, he 'jabbed, jabbed, jabbed' a lot before he delivered a 'right hook' (Vaynerchuk's new book called Jab, Jab, Jab, Right Hook uses the boxing metaphor to explain that marketing today is all about giving, giving, giving before asking for the sale.
And that's what Sammartino did.
Prior to pitching his idea to the Twitterverse, he had given a lot of his time, knowledge and ideas via his blog, his speaking, and of course, his tweets.
From this 'body of work' Sammartino built trust and relationships with a large number of people, some of whom supported his nascent idea.
Which, of course, is what social media is best at doing: Facilitating connections and helping people to find 'like minds' and nurture relationships over time.
The #SuperAwesomeMicroProject is a perfect example of that. Company executives could learn a lot from this project, not just around marketing and PR but also the future of business generally.
AT TIME OF WRITING: The YouTube video of the Lego car in action had been viewed in excess of 62,000 times, less than 22 hours after launch. Interestingly, I took a couple of hours' break mid-post and in that time the number of views doubled!
(Listen to Steve & Raul discuss the Super Awesome Micro Project a few days before the test drive on Beers, Blokes & Business podcast).