A mirror activity of technology is storytelling. Every technology is relevant because of how people use it: if you think about the cell phone you have now, there was probably a marketing piece to sell it, but does that match how you use your cell phone? Probably not. And the fact is that users always surprise us with the use they give to the products we are creating, that is why technology and storytelling are complementary activities.
For a long time, brands have built much of the popular culture in which we live today. A clear example of this is the case of Nike, which has transcended from selling products to selling tools and motivations to exercise.
Look at the Axe commercial and think about what kind of story it is based on. Now think about Tinder and how this app lives in the same territory of seduction, transcending the idea of simply telling a story and showing what can happen when using a brand to creating experiences through technology.
Now look at Nike's advertising. It's a store that is driven by user interactions. But beyond the technology that is used to get it going, what's important is to think about what the story is in this commercial, and whether it's a good story told with the help of technology, not the other way around.
Want to see more contributions, questions and answers from the community?