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Swikhukhi Swa Fortune Swa Fortune 500? Waymo U Ehleketa Sweswo — Kambe Xana U Fanele?hi@bigmao
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Swikhukhi Swa Fortune Swa Fortune 500? Waymo U Ehleketa Sweswo — Kambe Xana U Fanele?

hi susie liu6m2024/11/01
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Ku leha ngopfu; Ku hlaya

Waymo’s latest marketing stunt yi tile endzeni ka xiphemu xa chukele xa pastry ya vuprofeta: xikhukhi xa fortune. Ti tech giants ti hundzukela eka context-shock marketing—aka jargon yo veka swinavetiso eka tindhawu hinkwato leti hoxeke. Kambe eka ti tech startups leti scribbling tinotsi eka context-shock marketing, xana swi ta ku pfuna ku aka xiendlakalo, kumbe ntsena punchline leyi tshovekaka hi ku hatlisa ku tlula fortune cookie?
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Alphabet’s well-funded poster child for driverless tech sweswinyana u sungule pfhumba leri nga riki ra xihlawulekisi tanihi leswi ri nga crunchy . Eka gambit yo hatlisisa khamphani leyi khale a yi ri leyi nga nyawuriki branding, Waymo’s latest marketing stunt a yi huma eka migodi ya data ya Google HQ, kambe endzeni ka xiphemu xa chukele xa pastry ya vuprofeta: the fortune cookie . Kun’wana exikarhi ka Kung Pao na cheke, vaxavi va San Francisco va pfule xivono xa Waymo xa tech utopia etlhelo ka tikhodi ta QR na swirhambo swo “fambisa vumundzuku bya wena”.


Waymo a hi yo sungula ku baka swinavetiso swa thekinoloji eka swilo leswi swo tsakisa swa le ndzhaku ka swakudya swa nimadyambu ; Verizon yi teke crack ya yona eka cookie clairvoyance endzhaku eka Q2, hambi leswi ku nga ku amukeriwa loku pfilunganyaka. Hikwalaho ka vuvekisi bya Gary Vee eka OpenFortune lembe leri nga hundza, swikhukhi swa rifuwo swi suke eka leswintshwa swi ya eka leswi rhandzekaka emisaveni leyi hluvukaka ya ku xavisiwa ka “context-shock”—aka ambient marketing, ku xavisiwa ka vuthu ra vuthu leri ringanaka na flash mob . .


Behemoths yi nga ha va yi hlayela hi mafumelo lama phutseriweke hi maphepha ku reel eka mali, kambe sweswo a swi vuli leswaku startup yin’wana na yin’wana ya tech leyi nga na MVP na norho yi fanele ku va yi kanetana hi loko yi ta ba logo eka silingi ya mathekisi na mathikithi yo paka eka ku xavisiwa loku landzelaka nhlengeletano.


Tech Goes Guerrilla: Swinavetiso Swi Humelela Eka Tindhawu Hinkwato Leti “Hoxeke”.


Ku xavisiwa ka context-shock ku hundzuke elixir ya xitsongwatsongwana eka ti brand ta vaxavi leti dlayiwaka hi ndlala ya nyingiso. Neuroscience yina nhlamuselo ya leswi: novelty bias. Byongo bya hina a byi swi koti ku lwisana ni leswi nga languteriwangiki; yi voninga swirhendzevutana swa dopamine naswona yi endla leswaku hi tsundzuka. Loko yi endliwe kahle, yi titshamela emianakanyweni ni le bulo, ku fana ni xihoxo xa ndhavuko —hakatsongo-tsongo ku kondza ku tshukatshuka lokukulu loku landzelaka ku hundza.


Take Liquid Death , leyi teke mianakanyo ya rihanyo. Laha ti brand ta mati hi ntolovelo ti chumayelaka ku basa ni ku hanya kahle, ti endle leswaku hydration ti titwa ku fana ni khonsati ya Marilyn Manson , ti nghenisa brand ya tona eka ti skate decks, eka migodi ya mosh, hambi ku ri endzeni ka tinhloko ta swipopana leti tsemiweke—tindhawu leti hi ntolovelo ti vekeriweke swakunwa leswi nyikaka matimba, swilo leswi nga riki enawini ni khombo ra xiviri . Rifu Ra Mati? Swi fana ngopfu na “Ku Defiance ka Mati” .


Kutani ku na Pizza Hut , brand leyi hundzuleke mabokisi ma va broadcast . Ku suka eka mabokisi lawa ya hundzukeke vatlangi va tirhekhodo na matafula ya foosball, ku ya eka ku susumetiwa ka vona ka sweswinyana ka “ReZames” loku nga ta endla leswaku C-Suite yi humesa mathe ehenhla ka CV ya wena, Pizza Hut yi tirhisa mali yo tala eka dizayini ku tlula eka nhlama . They’ve made the packaging more captivating than the pizza inside , va swi tiva kahle leswaku emisaveni leyi snaps yi nga si dya swakudya swo olova, minkarhi yin’wana ntokoto i wa nkoka ku tlula xiendliwa.


Lexi hlamarisaka, indasitiri leyi fanaka leyi kahle-kahle yi tumbuluxeke xinavetiso xa xidijitali yi khandziya eka bandwagon leyi chavisaka mongo. Ku heleriwa hi ntshembo i xivangelo xa le henhla . Digital yi onhakile, ti ad-blockers ti kona hinkwako, tihakelo ti hundza hi le henhla ka lwangu, naswona milawu ya GDPR yo lwisana na ku landzelerisa yi endle leswaku ku kongomisa ku languteka ku fana na miseve leyi pfaleriweke mahlo. Hambi ku ri social media yi hundzuke vulala, yi cinca ti algorithms ku sindzisa ti brand ku tshama ti pfaleriwile endzeni ka swipimelo swa pulatifomo. Digital playground tech leyi khale a yi fuma sweswi yi tele hi swihinga.


Kambe tshama u ri karhi u nosing around u ta vona tech yaleyo yi knee-deep eka PR crisis. The public's gone from thinking tech yi tlharihile ku ya eka ku sola leswaku i predatory. Swinavetiso eka tindhawu leti nga ni swilo swo hlamarisa ni leti nga ni ku navela i muxaka lowu nga tolovelekangiki wa ku pfuxeta ku cinca—ndlela yo nghenisa tech hi ku ba ka mbilu. Ku veka swinavetiso eka swikotela swa kofi na swikhukhi swa rifuwo i ku lahlela ka thekinoloji eka tee ya khale ya bendhe: ku ringeta hi matimba ku languteka u ri “ya ntiyiso” loko hinkwaswo mayelana na swona, hi ndlela yo hlekisa, swi hlayiwile .


Ti brand ta vaxavi ti nga hundzula ti comical stunts ti va cult status, kambe xana tech yi fanele yi tikarhata hambi ku ri ku tikarhata?


For tech startups scribbling notes on context-shock marketing, xana swi ta ku pfuna ku aka xiendlakalo , kumbe ntsena punchline leyi tshovekaka hi ku hatlisa ku tlula xikhukhi xa rifuwo?


Ku Kopa Swi Durha: Tech A Yi Swi Koti Ku Xava Hype Ya Vaxavi


Xihinga xa “context-shock” xi tirha eka ti brand ta vaxavi hikuva hype na impulse i modele wa vona wa bindzu. Eka bindzu leri swiboho swo xava swi endliwaka ku nga si hela tisekoni, xa xinkarhana i vutomi bya tona byo leha . Orthodoxy ya Liquid Death a hi ku anakanyisisa hi ku anakanyisisa, kambe primal reaction : vona skull, xava mati, titwa u ri badass . Ku xava xigwitsirisi xa Liquid Death a hi xiboho; i ku hlaseriwa ka tihomoni ka tisekoni tinharhu eka aisle nine .


A va lavi leswaku u tshemba brand; va lava leswaku u twa nchumu wo karhi wa edgy for half a second. Ku tshembeka i ku ehleketa endzhaku—xilo xa vona xa nkoka i ku endla leswaku fambiselo ra wena ra limbic ri duvula dopamine onge hi awara ya nharhu nimixo eka khasino ya le Las Vegas.


Ti brand ta vaxavi ti xavisa ku enerisa nkarhi wa sweswi, tech .


Ku xava eka tech a hi xitshunxo xa xihatla xa sweswi ; i ntwanano lowu vulavurisaniweke hi vukheta wa vumundzuku . I ku tinyiketela loku khomaka ku anakanya hi ku anakanyisisa —xiphemu xexo xa byongo lexi nga ni vuxiyaxiya lexi tlangaka ntlangu wo leha, xi kambisisa makhombo ni hakelo ku fana ni UN ya ku endla swiboho . Loko hi hlawula tech, hi sayina kontraka leyi nga riki ya nomu leyi nge, “Ndza ku tshemba leswaku u namarhela, u sirhelela data ya mina, naswona u nga hundzuli vutomi bya mina byi va mpfilumpfilu wa glitchy.” Naswona mutivi wihi na wihi wa mianakanyo u ta ku byela leswaku ku tshembana a ku akiwanga eka mphikizano wun’we lowu twalaka, lowu khulukaka. It’s cumulative credibility , leyi vumbiweke hi ku tirhisana ka ku humesiwa hi ku nonoka loku tiyisekisaka, ku tiyisisa, naswona eku heteleleni ku pfalela ntwanano.


Tibrand ta vaxavi ti humelela eka swivono hikuva ti lahliwa . Nwa xigwitsirisi, ambala xihlangi, u xi lahlela ehandle. Kambe tech yi fanele ku tshembisa nchumu lowu nga ta tshama nkarhi wo leha, lowu tiyeke. Sayense ya misiha yi kombisa leswaku ku tshemba a ku akiwile eka swilo leswintshwa, kambe eka ku vhumbha —eka ku kombisa, hi ku phindha-phindha, leswaku u ta va kona. Ku jolt kan’we ka weird a hi ku tshembana; i ku nyanyuka loku hundzaka hi nkarhi. Naswona eka tech turf, swilo swo tsakisa leswi hundzaka a swi hakeli rhente .


Loko u ehleketa leswaku u nga baka ku tshembeka eka xikhukhi, kutani tilulamisela ku va nchumu wun’wana handle ka nchumu lowuntshwa.


Ti brand ta vaxavi ti nga ha va ti tsale Bibele ya ku xavisa, kambe tech i vukhongeri lebyi hambaneke lebyi lavaka testamente leyintshwa hi ku helela.


Calculated Chaos: Ku Dizayina Defiance leyi Tirhaka eka Tech


Ndzi muyingiseri wo rhwala makhadi wa leswi hlamarisaka, leswi nga languteriwangiki, muxaka wa ku xavisa loku tekaka makhombo handle ko lahlekeriwa hi yinhla ya kona. Kambe ku hambana na ti brand ta vaxavi, tech yi lava ku khoma weird hayi tani hi show hinkwayo, kambe tani hi nyangwa wa le tlhelo : an unexpected fast track to the stage of trust that sidesteps the long staircase of conventional advertising and PR schmooze .


If you can design weird around relevance, retargeting, and repeatability , kutani a swa ha ri inane stunt kambe i swiwitsi swa ignition ku nyika matimba eka ku sungula ka wena.


Robinhood: Ku yelana Ehansi Ka Radar

Ku rhurhela ka Robinhood ku ya eka ti-ATM ta pulasita hi switichi swa “ku xaviselana loku nga riki na khomixini” a ku ri ku tumbela hi nkarhi lowu faneleke eka xihaha-mpfhuka xa hina xa ku titiva . Ti-ATM hi laha hi langutaneke na ntiyiso wa ku khuluka ka mali ya hina, naswona Robinhood yi vone nkarhi wolowo wa ku va kahle ka swa timali tanihi ndhawu leyi hetisekeke yo lahlela rungula ra vona. It's contextual congruence : loko xitiviso xi fambisana hi ku hetiseka swinene na ndhawu ya hina ya le kusuhi, byongo bya hina byi hunguta ku rindza ka byona, byi amukela rungula tanihi ku engeteriwa ka ntumbuluko ka miehleketo ya hina.


Robinhood u nghene hi nhloko eka miehleketo ya mali, a engetela “oh, kumbexana ndzi fanele ku vekisa” leyi nga na swirhalanganyi eka nxaxamelo wa swichayachayana swa le hansi ka mianakanyo.


Antimental: Ku Retargeting Hi Xiphemu Xa Vumunhu

Ematshan’wini yo karhata tiklayenti leti hundzeke hi ti-imeyili, ku sungula ka vuxopaxopi bya data Antimental ku rhumele pizza , yo kufumela naswona yi nga tisoli, eka khale ka tiklayenti leti a ti fambe ti miyerile eka xiya-ni-moya. Leswi swi khome xihlawuhlawu xa ku tlherisela hi matimba—un’wana u hi rhumela pizza, hi hluvuriwile matlhari, kumbexana hambi ku ri ku tsakisiwa nyana, naswona byongo bya hina byi lava ku va ni musa . Hi ku ditching inbox ya tafula ra swakudya swa nimadyambu, Antimental a ri karhi a tisa xirhambo, “I miss you” hi mozzarella. Vuyelo bya kona? Ku tlakuka ka 22% eka ku nghenelela nakambe ka tiklayenti .


Leswi a swi nga ri ku hlamarisa eka ku hleka; a ku ri ku hlamarisa tanihi ku aka ku tshembana, ku hundzula ku kongomisa nakambe ku va nkarhi lowu avelaniwa, vuhlanganisi lebyi akiweke ehenhla ka pepperoni na nhlama.


Spotify Wrapped: Ku phindha-phindha Tanihi Nkhuvo


Nakona ku na Spotify’s Wrapped, leyi nga riki pfhumba ro xavisa ngopfu naswona yi nga ri ra lembe na lembe ra pilgrimage ya data leyi fafazeriweke eka hinkwaswo ku suka eka tibodo ta switiviso leti gamified ku ya eka swihlovo swa phaka. By making their listeners' stats a public exhibition , va hundzule nkatsakanyo wa lembe na lembe wu va bodo ya swikoweto ya makumu ya lembe , va hundzule ku tsakela ku va ndhuma : weirdly personal and addictively shareable. Pfhumba leri ri vuyeleriwaka ri tirhisa swirhendzevutani swa mukhuva hi mpimo wa vuhava, ku pompa eka vumbhoni bya ntshamiseko na swikombiso swa xiyimo hi xikalo lexikulu, na ku pfuxeta datha ya vatirhisi ku va beji ya ku va xiphemu xa yona, matirhelo ya ntshamiseko wa lembe na lembe lama hlayisaka vatirhisi va nghenelerile naswona va tshembekile hi ku tinyungubyisa, hinkwaswo swi lulamerile ku pfuxeta hi yoxe, leyikulu ni leyi nga ni xivindzi, December yin’wana ni yin’wana.


Mianakanyo Yo Hetelela: I Yini “Xihlamariso”?


Kuna irony laha leyi yinga fanelangiki ku hundza. Eka tech, “weird” a swi bohi leswaku swi vula swikhukhi swa fortune kumbe swivoni swa xihambukelo xa mani na mani—swi nga ha va swi endla leswi hambaneke swinene: ku nga veki ntlangu .


Anakanya hi misava leyi tech yi nga ringetangiki ku hi tsakisa kambe entiyisweni yi hi tshemba hi ku tshembeka . Eka bindzu leri khomekeke hi swilo leswi nga twisisekiki ni vuxaka bya le kusuhi lebyi endliweke, ku va erivaleni ka ntiyiso ku nga va nchumu lowu chavisaka swinene eka hinkwaswo—muxaka wa ku xandzuka loku rhuleke eka mphikizano lowu nga languteriwaka wa ku hatima ni ku hatima.


Kumbexana ndhawu leyi hlamarisaka swinene leyi saleke ku ya eka yona i ntiyiso.

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susie liu@bigmao
sporadic writer covering the intersection of tech, business, and marketing

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