Brand Engagement is so 2013. Future of interaction is written in Brand Humiliation

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Some call it brand engagement: peeps doing things in the name of brands, sometimes for the sake of it. As marketers willing to create lasting bonds based on respect and self-esteem, we call that brand humiliation.

A new creative concept co-designed by my dear fellow Luc and I.

BH is all about making people feeling shitty, diminished and kneeled in front of brands. They commit in BH for a lot of reasons: most of the time they’re poor. Sometimes, they can be fans. Or bored.

Becuz brands adore looking at people craving free gigs, they design brand humiliation experiences:

Heineken during the last US Open.

Foot Locker last month.

Reebok last summer.

Adidas last year. It won a Cannes Lions. For allowing people to jump for free sneakers.

When did marketer though that it could be rad to abuse consumers that way?

1 réflexion sur « Brand Engagement is so 2013. Future of interaction is written in Brand Humiliation »

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