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Another fantastic post - you're on a roll today!

I just got back from a talk by Bob Greenberg who said a similar thing about the iPhone ads. He expected more advertising to go that way as ads moved away from TV as a primary outlet, onto interactive platforms. I guess that way there's a lot more opportunity for the experience part

hello chief.

lovely lovely stuff. Yes indeed. I tried to craft a similar thought about extending the product experience out via comms, with far less eloquence:


I wonder if you could trigger some kind or 'rewards', easter egg style, if people saw the work and then bought the thing.


Hey Russell--

Great post. I blogged about the conversation we had at the Crown and Anchor on the AP site:

Clearly, you've taken it a step further here. My company is currently working on a project where we might be able to do what you talk about here... It's with a startup that is launching a product in the consumer electronics space.

I suspect it is only startups who have this opportunity to really bring it all together -- when I worked at Epinions, I sat in meetings with Goodby/Silverstein as we planned our ad campaign, making sure it tied together with our product work meaningfully.

Same can be said of the Coke Happiness Factory stuff. They've chosen the put-coin-in-vending machine moment to be at the beginning of their ad - a moment that we all physically share when we use one of their machines. And even though I know the machine is made up for moving metal bits, my mind does drift and think about colourful rainbows and funky animals every time I buy from a machine.

In my own mindrants regarding these exciting times and the subjects you present here I occasionally come to label the way it should work as 'red-thread advertising'. Interactive and digital media provide us with a fundamental platform to connect all those rather loose and in many cases highly individual patterns that make up the overall experience in f.ex a commercial or a brand. One single camerashot or five seconds of the soundtrack used in a commercial might trigger an emotional experience that the brand itself could build more effectively upon than the commercial as a whole, that is if one could find a way to help the consumer to further connect and enhance his highly personal perception of that moment. The iPod commercial proves this very succesfully: watching a movie + a sudden urge to eat seafood + digitally finding a nearby restaurant. Imho advertising industry should in some way squeeze it's way in here somewhere. To, as Russell say, provide the user/consumer/person with an urge to interact with 'advertising'. I guess as of now that field is more in the realm of aggregators, services and widgets than traditional advertising. It's sad to say in some way but I'm puttting more hope to Google or some other genial new media company to f. ex connect the thread between search and storytelling. If only those people could learn how to make better design...

Brilliant. The best marketing has always been about pre-experience design, but great marketing is rare because the majority of business people know nothing about the power of art and its emotional affect on human experience. The good news: that makes it easier for those of us who do!

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