TENSE UP: Creating Positive Tensions in Experiences

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Knock Knock.

without tension, there is no release, without release, there is no joke.

-- Sigmund Freud

Potential Energy.

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244,000+ 35,000,000in 10

TENSION

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"condition or feeling of being physically stretched or strained"source: http://oxforddictionaries.com/definition/american_english/tension

A strained state or condition resulting from forces acting in opposition to each othersource: http://oxforddictionaries.com/definition/american_english/tension

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TENSION


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One of the best ways Ive seen positive tension created in an experience is


source: http://web.archive.org

1. Create Social Pressure


create competition through public validation.


Publically announce a goal or challenge.


provide opportunities to help friends who are also part of the experience. source: http://www.farmvillecashsecrets.com/i/farmville-neighbors-1.jpg

2. Harness The Unexpected or Unknown

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create environments that embrace the unexpected.

source: http://towleroad.typepad.com/.a/6a00d8341c730253ef0120a964095e970b-800wi, http://themoviemash.com/blog/wp-content/uploads/2010/08/last-exorcism_chatroulette-viral-marketing.jpg, http://rack.1.mshcdn.com/media/ZgkyMDEyLzA2LzA2LzEwXzA2XzE3Xzg3NF9maWxl/3607cc7a


build for the response, not the catalyst.


provide value in an unexpected and/or magical way.


use data from actions and behaviors to tell a new story.

3. Defy Instincts


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reimagine sacred spaces.

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transfer an existing behavior to a different stakeholder.source: http://3.bp.blogspot.com/-pck3p7LmYos/Ths-GQr_m5I/AAAAAAAAE9w/BFZgvODrzm4/s1600/self_checkout.jpg

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catalyze collaboration between competitors.source: http://upload.wikimedia.org/wikipedia/commons/0/04/International_Space_Station_after_undocking_of_STS-132.jpg

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reimagine the expected.

source: http://creativity-online.com/news/air-new-zealand-pairs-compatible-strangers-in-blindgate-contest/239338, http://www.psfk.com/2013/01/new-zealand-air-blind-date.html

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4. Create FOMO

source: http://dvice.com/uploads/iphone4_2up_front_side.jpgsource: http://hospitalityleaders.com/media/2012/08/08/starworld-macau-pays-out-hkd-10-million-monthly-slot-machines-bonuses-on-average-new-lucky-draw-to-give-out-hkd8888888-cash-prize/

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showcase others succeeding or having fun around you.

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provide an incentive that is only revealed after a desired action.source: http://genyspot.files.wordpress.com/2011/07/foursquare_specialoffer.jpeg

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create the perception that something theyve done is inadequate.source: http://talentegg.ca/incubator/wp-content/uploads/linkedin-profile-completeness.png

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5. Manage Control


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force people to give up control.

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give people control they havent had before.source: http://cdn.zoknowsgaming.com/wp-content/uploads/2011/07/opentable-logo.jpg

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necessitate the participation of others to get the reward.source: http://investorplace.com/wp-content/uploads/2011/06/groupon-logo-HP.jpg

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control the release of information over time.source: http://images1.wikia.nocookie.net/__cb20070303221756/lostpedia/images/1/16/Lost-season1.jpg

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6. Blur Reality

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source: http://dvice.com/uploads/iphone4_2up_front_side.jpgtie real-life repercussions to habitual actions.

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create dialogue + relationships with inanimate things.source: http://images.apple.com/ios/siri/siri-faq/images/hero.jpg

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translate the digital to physical.source: http://blog.postagramapp.com/wp-content/uploads/2011/04/134.jpg

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7. Limit Access

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let the audience determine who gets in to something exclusive.

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put a deadline on the timing or quantity of the experience or opportunity.

source: http://chefn.files.wordpress.com/2011/08/gilt-logo.jpg

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limit the opportunity or means to engage.

source: http://www.blogcdn.com/blog.games.com/media/2010/04/farmville-one-click-harvesting.jpg

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Use Social PressureHarness The Unexpected or UnknownDefy Instincts Manage ControlCreate FOMOBlur RealityLimit Access

TENSION

But Remember...

1. Know Your Audience

2. Focus on the Trigger

3. Go Find Your Own

Knock Knock

THANK YOU. MATT WALSH / @ICECOLDVIDEO / [email protected] source: Adbusters, October / November 2000

TENSE UP: Creating Positive Tensions in Experiences

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