If you connect with your customers' passion points, they'll forge emotional attachments to your brand. Tools that allow customers to express themselves in creative ways result in longer engagements and viral legs-- they're more apt to share with their friends when there's a little piece of themselves in it.
Examples: Check out New Line Cinema's www.snakesonaplane.com and Maybelline's www.whatispure.com for two good examples of branded experiences that connect with customers' passion points-- whether it's making your own trailer or sharing hot topics (or hot gossip) with the world. New Line's embrace of user-generated content is going to change the way that movie's are marketed. Whether or not anyone can capture lightening in a bottle the way that they have is another story, but it found a cult following before it was released in theaters!
The Snakes on a Plane Toolkit facilitates user-generated content.
Whatispure.com features user-generated topics and real-time vote results.
Next: Embrace evolution-- fast!
