CREATE AN EXPERIENCE

41. Create an experience

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CONDUCT AN EXPERIMENT
  • Experiments, especially social ones, are now popular for the same reason reality television became popular.
  • They appeal to our voyeuristic instincts.
  • We can compare ourselves to people who are thrust into situations we wish we were in, or who are relieved not to be.
  • For advertisers, they are a great option because they are cheaper to stage and orchestrate than TV commercials.
  • But for your audience to believe the conclusions of your experiment, it must be unbiased.
  • And so when you conduct one, you have to follow certain scientific principles. Your experiment should begin by formulating a question or hypothesis that you want to test.
  • Additionally, each participant must follow the same procedure.
  • This doesn't mean you have to be serious, formal and boring.
  • Your approach can be as light and entertaining as your subject matter and brand tone allow.
  • You can also take certain liberties in the telling of the story.
  • You can reveal to your viewers that this is a brand experience from the start. Or you can save it for a reveal at the end.
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