Would you invite a brand into your car for a family drive?

Written by Master

Friday, 17 April 2009 14:12

I was visiting Aros the other day and got a tour of the current exhibition: "Enter Action - Digital Art Now".

One of the artists Erik Olofsen a dutchman made an artwork called "Drives", which is a large-scale video installation, in which we view people who pass by in their cars. The videos are recorded with a highspeed camera and shown to us in extreem slow motion. A brief moment where we as spectators look into other peoples lives as they pass by.

I got inspired by this work of art as the technology allows us these moments, which otherwise wouldn't be possible. Making the analogy to web analytics tools, I think they are giving us some of the same moments. We can see details of users and how they behave, which browser and what they clicked - things we would normally not be able to see. But still we know nothing about these people who pass us on the way - even though we can slow down the pace and look at a lot of details.

I am not in anyway suggesting that webanalytics is useless, it just serves a different purpose. But I would much rather be invited into the back seat of the car and engage in the dialogue, be able to ask questions. But of course I need to be invited first. So when would you allow a brand on board, spend time with the brand, and have a pleasent dialog?

Personally, I probably wouldn't invite them along a family drive, but allowing them a dialog would require that the time and place is right; and the content of the dialog will have to be relevant; and it will have to be a brand I trust. But then if I have the time, I actually do give brands feedback and insight if they have relevant and interesting things to offer. And in a dialog I offer much more relevant information than they can get from watching.

Would you invite a brand into your family drive?

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Last Updated on Friday, 17 April 2009 15:56

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