Tim Milne came in today, he of Matterbox:"Matter is a new and unique idea in communications that brings companies and people together around real, physical stuff–things you can hold in your hands, keep in your drawer, or give to your friends. It's a new way for companies to introduce themselves by giving you something you might like."
The idea is brilliant, fusing the virtual with the physical and giving brands a way to connect with consumers in a compelling way whilst avoiding all the negative direct mail connotations.
There were apparently 2 main concerns they had before they did it:
1. The idea if that people weren’t in when the postman tried to deliver it they’d have to go down to the sorting office and thus a negative brand experience (which reminds me of our responsibility when designing interaction online, a bad user interface will piss someone off far more than at annoying ad you walk past).
2. The environmentalists would go crazy and complain about pointless mailouts. Actually they found people were ok with it and they make every effort to ensure it’s all recyclable.
The idea’s cool as we know people like stuff. As everything gets more virtual and digital we’re seeing people wanting to re-engage with the physical. Crafts are seeing record numbers sign up. Publications like Makezine and blogs like ikeahacker are insanely hot right now. The other point Tim made was the idea that Matterboxes are all sent out on the same day so it becomes a social thing in the way TV (prior to fragmentation of media) used to. Watching Corrie in the 80s with the rest of the country gave people a sense of belonging which is rare nowadays. The fact that all the blogs and flickr groups all start rampantly discussing it as soon as it comes out turns it into a cultural event (of sorts : )
Anyway, all good fun and games. The research presentation from the first mailout is on the server.
Lovely.
