I’ve been thinking a lot lately about Fast Twitch Media and twitch point planning, and from the quality of the responses it seems I’m on to something. Faris Yakob of KBS+P is in the fast twitch neighborhood when he refers to our low latency culture, and others who talk about integrating transmedia solutions are similarly on the trail. It’s a nascent practice but quite exciting. One key to effectively getting people to twitch from one media type to another, with the goal of taking them closer to a transaction, is to create intrigue. Especially in a low-interest category. If we are talking Gillette razors, you don’t need to twitch me to a treasure map or man-scape video game, but you do need to get me to think, feel and do – within the context of a brand idea. Go Daddy got this years ago, albeit shamelessly and sans selling idea.
As the mobile online experience improves, and it’s not there yet, a twitch to a website is only a pants pocket away. A twitch to a hastag. A QR code to a video. A geo-check –all within arm’s reach. Print ads are already becoming short form billboards using a call to twitch. Check out the new Kobo e-reader ad in The New York Times paper/paper today.
The RGAs , Crispin Porter’s and 72 and Sunny’s are thinking twitch point planning — they just don’t call it so. And they are trying to decide who is responsible for it. Media people, creative, geekuses? The answer is yes. Peace!