Often we have seen brands approach the internet like hedge-funds playing the stock market. So many strategies are double plays that aim to have their cake and eat it, to win no matter what the outcome but have a side order of “social” to round out the meal or case study. The result is expensive and doesn’t reflect the reality of the net.
The internet lets the crowd raise-up the things it likes with links and tags and re-posts, and damn the things it doesn’t like with a pointed lack of attention. Old passive message, big idea, objective correlative creative with a big call to action, and series of key frame proof points doesn’t cut it anymore. There is too much noise: now things have to be good enough to share.
But just because something is good enough to share and inherently interesting doesn’t mean it will catch on and spread through the network. The work that is interesting must be structured for the network, as demonstrated by SharedEgg. It must allow the crowd to create nodal points within their part of the network. It must also contain an idea that can be reprocessed and played with, passed on and owned.
This gives us two key challenges, one commercial and one sociological: (1) how do we make things that are good enough to share, and good enough to create or contribute to nodal points; and (2) how do we use creative to help shape the network so that the nodal points it throws up in the future are useful and “the best for society”? I believe that Brand Reality Creative is one answer.
Next >> What is Brand Reality Creative?
A Nodal point is a (potentially distributed) collection of content, conversations and links that spread a meme/concept and cause the ideas and journeys around it to be reshaped and dragged just like a planet’s mass influences the passage of time around it. It is a key point in the narrative of the net.
This is part of “The Changing Nature of Interactive Creative” whitepaper.