Why I like the Indiana Jones SuperPoke sponsorship
I didn’t go too in-depth in my previous write-up into one particular reason I like the sponsorship by Indiana Jones and the Kingdom of the Crystal Skull of the SuperPoke Facebook application.
I would imagine there was discussion of how best to do this and I would be willing to bet there were more than a few people saying the studio needed to build their own “Whip Your Friends” application. But instead they decided to add functionality to an existing one, one that has a decent adoption rate already.
That’s a much better idea since that means they were able to tap into existing behavior, not have to try to cultivate new behavior. I’d guessing they’re seeing (and I’m not sure what kind of metrics are available on this) twice the usage they would have – and usage by a different audience – had they developed their own tool.
What they did is relationship enabling instead of intrusive marketing. Users are doing the same thing they were before, only in a slightly more fun, Indy-centric way than they previously would have.
This is the kind of thing Jaffe devotes an entire chapter to in Join the Conversation so you should check that out if you’re interested in reading more on how to do this right.
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