The motto for how brands should live in a 2.0 social and mobile media: don’t just speak, provide utility! A recent article from Adweek highlights how brands like Coke, P&G, and Nick are creating mobile applications as a way to insert themselves meaningfully into the third screen. The concept is called branded utility: tools advertisers can supply to help consumers perform tasks, rather than interrupting the experience.

Examples, in order from low engagement to higher engagement:

• Sign up for weather alerts from Vicks.
• Get shade and color recommendations based on complexion, clothing and accessories through CoverGirl’s “ColorMatch” mobile application.
• Use the Nike+ running-and-music system to track and compare training progress with other runners.

The ultimate goal is to become part of the experience itself, while also externalize brand values. The Nike example is one of the higher engagement case studies we’ve seen because it connects runners together, and introduces a social component, enhancing the experience of running and training. Nike has always had an element of service in their brand strategy: facilitating the spirit of athleticism and sports. Building an element of service and utility into the core positioning of the brand is the primary building block as brands begin to migrate into social and mobile media spaces.

BY JEN

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