Brand Engagement
Through Participation
interTrend Communications - Agency Mtg.
May 19, 2009

http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
Brands, like people want to feel embraced,
connected, loved

http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
http://www.flickr.com/photos/cerasaragirl/1896458365/
Traditionally, brand communications has tried to
engage us thru a series of touch-points

http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
http://www.flickr.com/photos/dhgatsby/3125763589/
Creating messaging that appealed to us rationally

http://www.flickr.com/photos/jessespeelman/3059196495/ http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
or emotionally

http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
http://opengardensblog.futuretext.com/archives/meme.JPG
But something has changed

http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
http://journalistopia.com/wp-content/uploads/2006/10/medialandscape.jpg
We have more competing for our attention

http://gawker.com/386278/why-google-employees-should-leave-before-its-too-late
http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
We are no longer limited by our access to
information

http://gawker.com/386278/why-google-employees-should-leave-before-its-too-late
http://www.flickr.com/photos/ari/2131987021/
http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
Your company’s reputation is just a click away

http://www.flickr.com/photos/pao_la/3422225933/in/set-72157616996256664/
http://www.cookdesign.co.uk/shop/workhard.jpg
So, brands have to work harder to engage us

How do we get there?

Let’s start with positive interactions

Or, interactions that get people to Do Things

“The key is to produce something that both
pulls people together and gives them
something to do.” -- Henry Jenkins, MIT Comparative Media Studies

T-Mobile “Hey Jude”

T-Mobile “Hey Jude”

McDonald’s “Piccadilly Square”

McDonald’s “Piccadilly Square”

MasterCard “Big Lunch”

MasterCard “Big Lunch”

Nikon “Picturetown, USA”

Nikon “Picturetown, USA”

Cadbury “Eyebrows”

Cadbury “Eyebrows”

Participation creates fans

A lot of fans

“The key is to produce something that both
pulls people together and gives them
something to do.” -- Henry Jenkins, MIT Comparative Media Studies

Thank You!
Twitter:@nguyenduong
Email: nguyen@interTrend.com