Lifestyle Hacking with Wearables and the 5 rules of Participation Brands

‹#› ‹#› Confidential © 2014

the agency view @davidcaygill @benessen

Confidential © 2014

WE CAN DO BETTER THAN THIS


In any given week less than

0.5% of facebook fans engage with the brand they are fans of

ParticipationBrands ≠


‘Push’ ‘Pull’ brand behaviour


Lifestyle ‘Participation’


Brands participating in the flow of and visibly enhancing people’s lifestyles

Lifestyle ‘Participation’


1. MATERIAL QUALITY Distinctive, branded, visceral experiences & telling details at every encounter (Beyond ‘Bland’ Consistency)

2. HABITUALITY Creating new lifestyle rituals or reframing them from other categories (Beyond Interaction)

3. Practical magic Magical ease and control,

turning pain-points into little moments of pleasure and delightful discoveries

(Beyond Tech as Fad)

4. TRIBAL IDENTITY Meaningful signs of belonging

and affiliation with groups of others

in plural social identities (Beyond Brand Image)

‘Lifestyle Hacking’

5. social currency Tap into social capitals

and implicit consensus (how things are done these days)

by designing for the space and moments between

(Beyond WOM)

♯participationrules


ParticipationBrands = 1. MATERIAL QUALITY Distinctive, branded, visceral experiences & telling details at every encounter (Beyond ‘Bland’ Consistency)


ParticipationBrands = 2. HABITUALITY Creating new lifestyle rituals or reframing them from other categories (Beyond Interaction)


ParticipationBrands = 3. Practical magic Magical ease and control, turning pain-points into little moments of pleasure and delightful discoveries (Beyond Tech as Fad)


Participationbrands = 4. TRIBAL IDENTITY Meaningful signs of belonging and affiliation with groups of others in plural social identities (Beyond Brand Image)


VB INTRODUCE A VERY AUSTRALIAN SMARTWATCH

26 TRIBAL DATA Aussie beer brand VB create limited run of watches which track cricket scores


5. social currency Tap into social capitals and implicit consensus (how things are done these days) by designing for the space and moments between (Beyond WOM)

Participationbrands =


think beyond the functional


‘Qual’ ‘Quant’ brand behaviour


HUMAN DATA

WEARABLES

“For me, the real value in this whole project

hasn’t necessarily come from the data at all, but

from the process of getting outdoors, exploring,

and then reflecting on my experiences through

documentation.”

“a computer is a bicycle for the

mind” Steve Jobs

“a computer is a bicycle for the

mind” Steve Jobs

“What man lay on his back looking at the stars

and thought about a number?”

Lifestyle Hacking with Wearables and the 5 rules of Participation Brands

Devices & Hardware

Transcript of Lifestyle Hacking with Wearables and the 5 rules of Participation Brands