Experience Manifesto

Creating Consumer Brand Experiences (X50.8266) - Spring 2010 - Course Details | New York University - SCPS

I'm very excited that I've been asked to put together a class for the School of Continuing and Professional Studies at NYU about creating consumer brand experiences. We'll cover a lot of ground in the class, including at least 2 walking tours out on the streets of Manhattan to see some of the best, and not-so-best experiences here. They'll also be a number of industry experts and a chance to create your own brand experience. Details below and if you need any additional information, give me a shout.

In today's world, marketers must create innovative consumer experiences in order to gain a competitive advantage and stand out. In this course, designed for brand managers, marketing managers, and designers, understand the economic value of creating compelling brand experiences as a key component of a marketing program. Topics include a review and contrast of current advertising models, how to use emerging technology to create compelling consumer experiences, and how to understand the relationship between experience marketing and brand development. Students create their own brand experience as part of their final project.

Creating Consumer Brand Experiences (X50.8266) - Spring 2010 - Course Details | New York University - SCPS.

The Fun Theory

Catching up on my reading today and came across this on EXP. I was actually pretty surprised to see it was sponsored by VW, especially given the clear lack of branding at the actual location. Here's how they describe the Fun Theory on their site:

This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better.

Coming from my theme park and children's theater experience, I'm a huge fan of making standard tasks more fun. Years ago when I lived in NYC, I thought that a company like Tide or Cheer should make a deal to paint (in their colors, of course) apartment laundry rooms to make doing laundry more fun. I still think it's a good idea.

And so I love what VW is doing here and think brands, especially retail brands, should take the hint. I'll do some writing about my experiences out at the stores over the holidays, but one thing I can tell you is that it's usually not that much fun. We don't have time to engage with brands that aren't fun unless you're the only one selling that product. And that's a pretty rare thing today.

I've written about my first job as a parade performer before:

So, take a look at the experiences you're delivering right now and ask yourself this. 25 years from now, will one of your employees see something that brings back those memories and feel elated and excited knowing that they were part of it? Or will they be thinking I can't believe I used to do that. What a waste. We spend so much time trying to figure out how to create great experiences for our guests, but many times we don't even think about the employees. And if they're not feeling the elated and excited first, your guests never will!

Volkswagen has dome some cool things in the past (I've been to their hotel in Denmark) and I like what they're doing here too. When are they going to bring this kind of fun to the States?

You can see more examples at The Fun Theory.

Some Lessons from My First Job.

HOTEL FOX: The world's most exciting and creative lifestyle hotel.

The Great Good Places.

The 2009 BVW Show | Building Virtual Worlds

Driving down to Pittsburgh tomorrow morning for one of my favorite events of the year, the Building Virtual Worlds show at CMU. It was at this event many years ago, that I first saw the work CMU was doing with audience interactive technologies which led directly to the first in-cinema work that I did at the Brand Experience Lab. Every time I've attended this event and visited the ETC, I've been inspired by what I see and by the energy and passion that the students have for the work that they're doing. Can't wait to be inspired by what I see there this year! I'll be taking lots of pictures and shooting a bunch of video, so check back later in the week for highlights from the show.

On Wednesday, December 2, 2009 at Purnell Center's Chosky Theater, we at the Entertainment Technology Center will present the annual Building Virtual Worlds Show. From virtual reality to audience interaction and everything imaginable in between, this live showcase of the most impressive student work from the semester is truly a must-see event!

Over the course of this semester, BVW students are collaborating in four-person interdisciplinary teams to create a series of virtual worlds, each of which must be completed within a one to three week time period. We look forward to sharing a variety of these worlds with you.

The 2009 BVW Show | Building Virtual Worlds