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FRANK ROSE: I think that sending a message that
interrupts whatever else the user is supposed to be doing,
whatever they want to be doing, is really no longer an
effective strategy.
At best, they'll just sort of skip over it in one way or
another, or simply tune it out.
People are really good at doing that now.
But to create something that really engages people, I think
you need to think in a very different way.
You know, one of the most perfect examples of this is
Nike+, the campaign that transformed running from a
solitary sport to a group sport, to a form of a social
sport almost that's played online almost as much as it is
on the street.
And which users were inspired to share their own stories.
And on the one hand, it almost looks as if the brand was
coincidental to that.
But on the other hand, it's very well known.
Everybody who uses the site, everybody uses the technology
that makes it possible, is very aware of Nike.
They are so firmly identified with that, that what had been
considered running is now a Nike sport.