What do Branded Applications, Bittorrent and Lost have in common?
We’ve been having a lively debate about trying to define Branded Applications over here at Teknision. From one end we look at it from a development viewpoint and debate the differences between Rich Internet Applications and what we consider Branded Applications. From the other end, we look at potential clients and try to show how building branded applications instead of the typical presentation based web sites creates a stronger bond between the audience and the brand. It got me to thinking about Branded Applications, or branded utility as a movement that is part of a bigger change in consumer attitudes.
I think that the rise in of Branded Applications is part of a trend towards personalizing experiences. Take the popularity of shows such as Lost. I find myself constantly complaining that it is nothing more than a big drawn out tease, but I keep watching. The reason why I keep watching is that it is not simple entertainment, it makes me think. Lost has no easy answers and leaves a lot up in the air without even a hint as to when mysteries will be revealed. Lost forces me to build my own theories about the storyline. In doing so, I have an intensely personal experience of Lost. In fact, my experience with Lost is completely different than anyone else’s. I have personalized a TV show.
When people who watch Lost get together, they share their theories. In essence, they share their experience with Lost. This conversation adds to our individual experiences. Image being able to do this with a brand? In order to get this level of internalization, a brand has to do more than entertain. A brand has to make itself meaningful to a person. I believe this is where where Branded Applications excel. By providing a valuable service and entertainment at the same time, the user builds a personal relationship with the application.
So what has this got to do with Bittorrent?
According to TorrentFreak, Lost is the most downloaded TV show on Bittorrent. An average episode is downloaded over 500,000 times. Thats’ 5% of all Lost viewers!
1 in every 20 viewer downloaded the show and joins the Lost experience without a single commercial interruption.
How many more do the same with a Tivo or DVR or…. gasp!… a VCR?
The number 2 and number 3 most downloaded shows are Prison Break (> 320,000 downloads) and Heroes (> 190,000 downloads). What do all these shows have in common? They are all shows that demand viewers build their own relationship with the story.
People want to have personal relationships with their entertainment. Branded Applications mirror this online. I think this is only the beginning of a bigger trend.
Branded applications? Hmm so, what would you label a NASCAR? In fact , it is a branded applcation. Yet, it provides no engagement, only a passive viewing experience. Persoalization, is the agape hole, yolove it but to execute is another play. The story lines create, “personalization”, based on my theory. Yet, how do you do that with appliances, which do not requie thought or theory , but utility and use to define personalization. Pimp my ride, provides personalization to those creating my unexpectd experience, and the feeling of surprise that I desire for the car owner…I’m happy for them at the end of the show with both. ..So, net, how can you convince manufacturers of utility products to jump in with a branded Utility…how does Ford Motor do that, in theory..I hear you and appreciate your take….
Comment by CHORN — February 5, 2007 @ 3:47 pm