Published on December 10, 2013
We Got ‘d 4 Viral Lessons from an Analog Campaign Tuesday, December 10, 13
The Doorbell Rang... Dinner dishes had just been washed and my family was preparing to get ready for bed when the door bell rang. My wife walked to the door then called for me to come look. “What could be going on?” I wondered. There was no one at the door. Just a gift with a note. Confused, we stood there wondering what was up. The note told us we had been Elfed. An anonymous person had given us a Christmas gift then encouraged us to prepare two gifts and anonymously “elf” two more people. Immediately our kids excitedly jumped around. They couldn’t wait to drop a gift at someone’s front door and run away giggling. They forgot about the gift given to us. Instead, they were energized by a challenge to give to someone else. I realized we had been swept up in a viral campaign… only an analog version. Indigitous has used a framework to think through creating engagement strategies, so let’s run this viral campaign through the grid and see what we can learn. Tuesday, December 10, 13
1 HAVE A POINT ALREADY There was a focused purpose: Help people have fun engaging their neighbors around Christmas season. Who do you want to engage and what do you want them to do? Tuesday, December 10, 13
2 RING THEIR BELL The ringing of the door bell will always get attention. That is what it is there for, AND you have permission to use it. Where has your audience already given you permission to engage them? Diﬀerent digital platforms assume diﬀerent permissions. By being on the platform, they’ve given permission to be interacted with in those ways. How are you initiating with people using permissible methods? Tuesday, December 10, 13
3 MAKE THEM SAY... WHAT THE heck?! Just because you ring someone’s doorbell doesn’t mean they answer. They grabbed our attention through the bell. They engaged us through running away. What in the world is going on here? Then the unexpected answer to our unexpected question was, What the heck does that mean?! We had no idea, so we read on… and googled it. The unexpected hooked us. How are you initiating with people using permissible methods… in unexpected ways? Tuesday, December 10, 13
4 LET EVERYONE JOIN IN Problem with many strategies is the oﬀer. It is to consume not participate. This was diﬀerent. We had the choice to receive and not do anything else, but we were invited to doubly pass along the joy we had received. While the ﬁrst part got our attention, it was this last part that got our whole family energized. Is there a clear opportunity to participate? Are people super excited to pass along what they received? Tuesday, December 10, 13
a movement passionate about connecting people to Jesus through digital strategies. Indigitous.org Tuesday, December 10, 13 @Indigitous /Indigitous
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