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?

Une réflexion sur “Brand Engagement is so 2013. Future of interaction is written in Brand Humiliation

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