Notes from IXDA Conference: Tense Up: Creating Positive Tension. Matt Walsh
Loved his story about creating tension in a Burger King campaign. The Whopper Sacrifice: If you de-friend 10 people on Facebook you get a FREE whopper. The results $244,000 friends de-friended, 35,000,000 million media impressions. They created this experience due to tension. They discovered a match that created the tension. (with no media support).
Baby Carrots: A core business problem of eating more carrots. But people buy and leave it in a nasty fridge produce drawer. Baby carrots are snack on par with chips, crackers and other pantry items. Not in the crisper drawer. Tension: There are snacks, and there are veggies. A veggie can be a snack, but it’s a punishment. At-A-Glance: The ultimate snack-your-face-off crunch munchy. Question: How do we reliance baby carrots as a snack, not a vegetable.
Using Tension Rules
1. Know your audience. (you can easily piss off people!)
2. Focus on the Trigger.
3. Go Find Your Own