Engagement CurrencyJames Whatley
We were talking about alternative [read: cheap] ways to build engagement recently. Something tangible, that you can see, feel or hold physically. Like stickers, for example, they’re easy and silly – but what kind? And also, what type of community would they address?
The English definition of ‘currency’ (outside of its obvious monetary connotations) is ‘The fact or quality of being generally accepted or in use‘. Keeping this in mind (and given the universal habit tagging of all things technologically vital and important), laptop stickers could therefore be construed as a currency of the blogging community
If that’s so, then why not make some of those? Good ones mind. Not just your logo on a white background.
Something that will spark a conversation.
A social object, if you will.
This thought process is not new, we used to talk about this kind of community currency back in my SpinVox days: what was it about a certain place or a group of people that would always get them talking and, better yet, what wouldn’t.
A recent video from Heineken was what got me thinking about this again (and what prompted the tweet above, too). Have a look, we’ll regroup on the other side –
Right. Let’s deconstruct this for a second. First off, as I asked the team at 1000heads last week; is this cool?
The general consensus was no, it isn’t. It’s a good video, yes. But using technology for technology’s sake is never a sound strategy for success and alas, that’s exactly what’s going on here.
“Why is this Heineken? Where is their connection?” were other recurring questions. You could argue that the new brand message of ‘open your world’ underpins this whole activity somehow, but you have to look quite hard to see it. And anyway, that much at least is besides the point.
Could this have been done better by taking a closer look at the reality of a festival currency?
Festival currency: what it isn’t
Before we get into what and what does not work around QR codes, let’s first establish that I genuinely do buy the idea that they act as a conversation starter. That’s great in fact. Any excuse to start talking to a new person at large social events is welcome. Well done.
However, as anyone who’s ever been to a festival will tell you, the genuine currency of the modern day festival-goer is communication. To stay in touch, you need that most precious of camping-based premiums: mobile phone battery life.
There is a whole other blog post to come about how the success of the next generation mobile hardware manufacturer depends on this particular aspect of their devices (and breathe), but that’s not for today. Today is about realising that festival-goers aren’t going to spend precious battery life on QR code snapping, especially when it’s the only thing keeping them connected.
Heineken could learn from Orange here.
Back to those QR codes, hands up who’s got a phone that can scan a QR code out of the box? OK, next question: hands up who’s got a phone that can scan a QR code out of the box that you know about? See what I mean. Shocking.
QR codes are great, but there’s still such a large education piece to be done before anything like this creates any real traction [note: the video proudly points out that 5000 ‘U-Codes’ were printed, not how many were actually scanned].
Taking all of the above into account, it’s clear that the modern day festival goer needs to remain connected, visible and contactable.
Festival currency: what it could be
Flags. This isn’t my idea, first off. Scroggles planted this particular seed when we were working with MTV’s Staying Alive Foundation a few years back. At a festival, if the currency isn’t anything mobile-related (or at least, related to draining mobile power) what else is there?
Think about it.
Print your own message on a [Heineken-branded] flag and suddenly you have something that you can wave to find your friends, stand near or under as a meeting point and ultimately, personalise as much as you like within your own artistic boundaries.
No messing about with esoteric QR codes, no imposing your brand onto that super-valuable phone battery; just simple, visible and useful branding.
Flags, as currency for festival goers.
Laptop stickers, as currency for bloggers.
There’s more here. I’m sure of it.
What’s your engagement currency?