Grown Up Thinking

It’s no surprise that the online and offline worlds keeps merging into each more and more as technology enables us to keep connected at all times (especially here in the Mr. Youth office as admitted brand-lovers and tech geeks who gleefully exchange iPhone apps).

While the economy plummets and looming tension builds to keep everyone in the meatspace all a-twitch, the offline universe is evolving and adapting to reflect a space that is still thriving and positively teeming with great ideas: the online world. This month’s TrendWatching report focuses on the online/offline cross pollination that seeds offline content with a digital approach.

Some particularly innovative examples:

-       The pixel-perfect artwork and fashion design of Royal Art Academy superstar, Christian Zuzunaga

-       A variety of products/services that start online and are then rendered as real life creations, like New Zealand company Ponoko that allows users to transform 2d digital designs into 3 dimensional masterpieces using laser cut wood and plastics

-       The new Casio Everio camcorder, which allows wannabe filmmakers upload their opus to YouTube with a single button.

The conversation, quite happily, goes both ways. More and more online companies are opening offline spaces to increase visibility and allow for more interaction with consumers.

-       Online utopia for all things handmade, Etsy, recently opened up a large space in Red Hook, Brooklyn to invite crafty folk to take part in classes and workshops.

-       After opening a highly successful store in Chicago last year, crowdsourcing gurus (and ironic t-shirt design fiends) Threadless are considering retail locations in small, artsy (and fairly hipster) communities like Boston, Boulder, Seattle, and San Francisco

All of these efforts reflect the fact that today’s consumer, quite simply, needs MORE. More control, more opportunity to be creative, and (most importantly) more interaction. Which leads me to one movie promotion campaign that links users’ online and offline experience to create a helluva freaky experience. It’s a perfect example of how to effectively market an old medium to the new consumer in an innovative way (and is great mid-day spook. I dare you not to cringe when you hear, “You are our tool. Do not disobey us”).

Cartoon by www.futureofthebook.org.

Tags: campaign, design, offline, online, viral

This entry was posted on Thursday, September 18th, 2008 at 12:55 pm and is filed under Interactive Marketing, Trends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.