VW's "Fun Theory" campaign is a good example of clever viral marketing but I don't want to talk about that. You've probably seen and heard this blurb. I think it's worth mentioning the idea behind the claim and what that says about the way people interact with brands.
Firstly, if you haven't seen it yet - check it out:
The implication is that if we lined up 2 equally good products or services the majority would choose one over the other based on fun. Does that mean all products / services need to be fun?
No, but it's worth looking at the process, the means of getting there (how we learn about the company, when doing the purchasing etc.). The traditional idea preaches the value of "getting in, taking what you need - then getting out" or the quickest, most simplest way for consumers works the best - no holds barred. We're all time starved the argument goes etc.
In reality, we're time starved - yes, but we're also starved of authenticity, we're starved of communication that connects with us on a human level - the sort of communication that says: "hey, you're not just another entry we want to add to our CRM you're someone that appreciates things outside the same old experiences we're used to - here's something fun, something interesting or inspiring - and here it is not because we want to make an extra buck out of it, but we just like it, its fun for us - might be for you too..."
Who'd have thought - we're selling to human beings, not robots?
Comments
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