Influx Insights Tag Feed: experiences

do massive online brands need to create segmented experiences?

Influx Insights — 2008-09-24T18:45:24Z

Easy You Tube is a nice example of playing with pre-existing experience to make it better for certain segments of society.

The one size fits all approach of web design has some serious limitations, everything is optimized around a set of supposedly common needs and you end up with a number of significant compromises. It's clear that certain groups would approach an interface in different ways and their expectations for interaction could be different.

This is not about the personalization of content choices, everyone does that, instead this is about your real interactions with the user interface and the fundamental essence of the experience.

Easy You Tube shows how you can play with code to develop an experience, which in this case, might make You Tube a lot more enjoyable for kids or seniors.

In the real world, there are TV sets and laptops designed to be used by kids.

Why shouldn't YouTube or Google have kids and seniors versions of their sites?

Online brands should encourage the development of these new experiences because it would allow them to create a lot more relevancy for their users.

Posted by Ed Cotton

nike plus resolutions

Influx Insights — 2007-12-31T01:42:44Z

R/GA's Nike+ site, although created in 2005, has been much heralded this year as the gold standard in "Brand Utility".

It has been the marker to judge this new hybrid world between the banner and the website, sadly, nobody, not even R/GA has come close to the excellence of the Nike site.

So, while we wait for another contender, it's worth taking a look at what's happening on the Nike + site today.

Interestingly, in common with every diet product and fitness center, Nike + is now in full resolution mode.

The site is allowing its users to upload their resolutions, to track them and send notes and encouragement to others making resolutions.

It's a great example of the dynamics of the site and how the experience can be flexible enough to respond to short-term needs like New Year's resolutions.

Posted by Ed Cotton

planning with a digital center- lessons from r/ga

Influx Insights — 2007-11-26T17:56:43Z

It's clear that the next big change for ad agencies will be the shift to place digital at the center of the shop.

Euro RSCG has already made the leap and others will doubtless follow.

This move has implications for planners, as demands on them will change considerably.

R/GA has been leading the field in digital development, so it makes sense to take a look at the role of planners at the shop.

Thankfully, Admap covered the topic in May of this year when Anne Benvenuto, Vice President of Strategic Services at R/GA explained the agency's planning system and approach.

The shift is driven by the variety of client needs that R/GA deals with, these range from campaigns to programs and experiences. Each of these had different demands from the perspective of channels and insights.

Beyond the client needs, R/GA is set up differently from a conventional ad agency, with an extended creative team (a "Creative Hydra), which includes both an interaction designer and a tech head, in addition to the "traditional" copywriter and art director team.

The planner's role is to deliver insights to help the team in the creation of brand interfaces and experiences.

The UI and tech heads have critical roles to play, in respectively crafting the experience and defining and developing the technology to make that happen.

This enlarged team places greater demands on the planner, who needs to ensure they equip each member of the team with specific and relevant insights, as well as an overarching cohesive thought.

R/GA looks for its planners deliver insights on four dimensions (perceptions, culture, behavior, technology) and a singular idea that links all of them all together. It's clear, that unlike most ad agencies, at R/GA, media and channel behaviors are also included in the line-up.

This leads to briefs that are both simple and complex; allowing the team to see both the single-minded 30,000 ft idea and drill down into the detaled and specific insights that drives the idea.

R/GA's model marks a significant departure from "planning as usual" approach and reflects the dramatic change that adding a tech head and a UI person to the conventional creative team makes.

However, much more than these personnel changes, it's all about agencies thinking about client’s long-time needs, rather than just short-term campaign requirements.

Quite simply, it's all about ad agencies helping brands to continuously connect with their customer base, by adding programs and experiences to the mix and this big shift presents a brave new world for ad agencies and their planners.

Posted by Ed Cotton

pushing the experience envelope

Influx Insights — 2007-10-10T14:26:16Z

Brands tend to play around the fringes of experience, while a trendy word in the early 90s it usually translated into a poorly executed trade show booth or something similar.

The Pop-Up Store has been the most recent manifestation, the problem is that these ideas follow the rules of old school 1.0 Marketing, they are just extensions of exisiting campaigns placed into a three dimensional format- they don't give much back.

If brands get involved in cultural and social debate just like Dove has done, surely these experiences could be richer and more rewarding?

This weekend, the Serpentine Galley is pushing the cultural envelope yet again with another 24 Hour Marathon experience that involves dozens of "experiments" performed by artists, architects and scientists, including: Marina Abramović; Simon Baron-Cohen; John Brockman; Peter Cook; Tim Etchells; Sophie Fiennes; Armand Leroi; Gustav Metzger; Steven Pinker; Pedro Reyes; Matthew Ritchie; Israel Rosenfield; Tomas Saraceno; Angela Sirigu; Andreas Slominski; Luc Steels; and Lewis Wolpert.

It's an idea that seems crazy and impossible to execute, but it will sell out and people who attend will talk about this for years to come.

What meaningful and rewarding cultural experience could your brand create?

Posted by Ed Cotton