7F Model of Brand Interaction

THE 7F MODEL
OF BRAND INTERACTION

THEY are Boris Nihom
@borisnihom
www.theyhaveawebsite.com
April 2011

QUESTION:

Why do people interact with brands?

WRONG ANSWER (1):

Because it is cool to do so.

WRONG ANSWER (2):

Because ad agencies want them to.

WRONG ANSWER (3):

Because a brand wants a social media campaign.

RIGHT ANSWER:

People interact with brands,
if and only if the expected value of the
interaction is higher than the perceived costs.

INTERACTION

EXPECTED VALUE

NO INTERACTION

PERCEIVED COSTS (TIME, EFFORT, PRICE)

THE 7F MODEL

There are seven factors that determine
the value of an interaction.

FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE


USE HUMOR, WITTINESS OR ARTISTIC VALUE TO MAKE IT FUN TO ENGAGE


DEVELOP A CONCEPT THAT HASN’T BEEN EXECUTED BEFORE OR MAKE CREATIVE USE OF A NEW TECHNOLOGY


GIVE (THE CHANCE TO WIN) A REWARD: MONEY, GOODS AND SERVICES OR A DISCOUNT


HELP TO FIND LIKEMINDS OR TO ENGAGE WITH OTHERS WHO SHARE A COMMON INTEREST


PROVIDE THE OPPORTUNITY TO SHARE AND COMPARE ACCOMPLISHMENTS WITH OTHERS


OFFER A RELEVANT SERVICE OR UTILITY


INVITE PEOPLE TO EXERT THEIR INFLUENCE ON COMPANY BEHAVIOR AND RECOGNIZE THEIR EXPERTISE

SOME EXAMPLES

How to use the model to analyze platforms,
utilities and interactive campaigns.

EXAMPLE

LEGO DESIGNbyME is a platform where
Lego fans can upload virtual lego
designs and order the right bricks to build
them in real life.


THE FUN OF LIMITLESS IMAGINATION IS AT THE CORE OF THE LEGO BRAND


NO OTHER TOY COMPANY USES MASS CUSTOMIZATION TO ENABLE PEOPLE TO ORDER THEIR OWN DESIGNS


LEGO HOSTS CONTESTS WITH PRIZES FOR WINNING DESIGNS


GET IN TOUCH WITH OTHER LEGO FANATICS AND SHARE DESIGNS


UPLOAD YOUR DESIGN TO THE LEGO GALLERY AND HAVE PEOPLE VOTE FOR IT


UNIQUE LEGO DIGITAL DESIGNER SOFTWARE FOR FREE


WINNING DESIGNS CAN MAKE IT TO OFFICIAL PRODUCTION

EXAMPLE

Vodafone ‘Upgrade a Stranger’ was an online
campaign in which people got to give away mobile
internet related gifts to random strangers,
on behalf of Vodafone.


FUNNY REACTIONS BY PEOPLE WHO WERE SURPRISED WITH A GIFT


USE OF REAL-TIME INTERACTIVE WEBVIDEO


EXTRA PRICES WERE RAFFLED AMONG VOTERS


VOTERS COULD ‘PLAY GOD’ AND DECIDE WHO RECEIVED THE GIFT

EXAMPLE

Nike+ lets runners keep track of their runs,
via a GPS enabled smartphone, and interact
through an online platform.


SMART USE OF GPS TRACKING TECHNOLOGY


GET IN TOUCH WITH RUNNERS ALL OVER THE WORLD AND SHARE YOUR ROUTE


VIRTUALLY COMPETE AGAINST OTHER RUNNERS IN ORGANIZED RUNS


TRACK YOUR OWN RUNS AND RECEIVE FEEDBACK


SET NEW PUBLIC CHALLENGES AND CREATE YOUR OWN SHOE DESIGNS WITH NIKE ID

EXAMPLE

Ikea created a Facebook proﬁle for a local store
manager and gave away free products to people
who tagged themselves in catalogue photos.


SMART GAMING ELEMENT CAUSED EXTRA EXCITEMENT


FIRST LARGE CAMPAIGN ON FACEBOOK BASED ON TAGGING OF PHOTOS


CONTESTANTS COULD WIN FREE IKEA FURNITURE


WINNERS WERE MADE PUBLIC THROUGH SPREAD OF TAGGED PHOTOS AMONG USER PROFILES


GENUINE INTERACTION WITH THE ACTUAL STORE MANAGER

THEY THANK YOU!

THEY are Boris Nihom
@borisnihom
www.theyhaveawebsite.com
April 2011

7F Model of Brand Interaction

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (20)

Similar to 7F Model of Brand Interaction

Similar to 7F Model of Brand Interaction (20)

Recently uploaded

Recently uploaded (20)

7F Model of Brand Interaction