It’s pretty common to assume that most campaigns start with one “big idea.” Picture the brainstorming session as it has transformed throughout the years:
“We will have a paperboy stand on the street corner and yell ‘EXTRA!’ to attract attention to our special edition!”
“We’ll go from door-to-door, demonstrating how effective this household product is… right in their own home!”
“We’ll create a Facebook page so our fans can talk to us and share our news, too!”
These are all great ideas, of course, but considering this day and age of games and applications you can control with your voice and wow, you can use Microsoft Tag to develop an entire art installation? Don’t even get me started on the Holoflector. What comes first? The “wouldn’t it be cool if we could use this” technology or “everyone’s going to be talking about this!” big idea?
In my mind, I’ve sparked thousands of heated, getting in others’ personal space, two-week grudge-building debates around the water dispensary of your choice. Luckily for us, we have a video from someone who’s had some experience with this seemingly endless loop of possibility.
In this video, we take a cue from Mindshare’s Cary Tilds on this chicken-and-egg question. Watch the short clip and tell us what you think:
What comes first? The technology or the big idea?
Need more insight to form your killer argument, or want to prove you’re right to the world? Watch our collection of insights in our AdVision library, then enter to win a VIP trip to the Cannes Lions by showing us you’re the world’s greatest digital storyteller in the Microsoft Advertising Story Awards.
Just step away from the cooler, first.
Shelby Healy – Microsoft Advertising