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About Us

Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.

Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.

Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.

Social networks. Blogs. Web 2.0. Word of mouth. Influencers.  Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.

That approach is what we call collaboration. You want some help navigating? Good. That’s what we do. 

External Stimuli
Stepping on the Long Tail
Wired Magazine editor Chris Anderson's "The Long Tail" theory wise widely accepted in Silicon Valley as a rationale in favor of online niche vs. mass business models. The...
Jul 03, 2008 By Jen
It's Not the Ads, it's the Content: Using AdSense for Video Distribution
Google is creating the best example of how to reach wide audiences online, in a hyper targeted format. Yesterday Google announced that they would be distributing webisodes...
Jul 01, 2008 By Jen
Nokia's Beta Labs Attracts Lead Users
"Lead Users" is a term coined by MIT professor Eric von Hippel, who has done research on the effect of user-based innovation communities on the value and quality of ideas generated.Nokia's Beta Labs is an experiment by the Finnish handset maker in user-led innovation. The company publishes beta versions of its smartphone software on the website, such as the Sports Tracker.

Instead of limited consumer contributions to contests, You Tube videos, or advocacy groups, Nokia is directly inviting users to make their products more useful and relevant to their lives. The site generates more than 1 million page views and about 200,000 downloads a month, according to Nokia. Thousands of users contribute comments. As reported by Business Week, "we are having the positive problem of how to manage all the feedback," says Tommi Vilkamo, manager of Beta Labs. When Nokia posted their Sports Tracker software to the website, more than 1 million people downloaded the program and used it for applications sports the creators had never envisioned - paragliding, hot-air ballooning, and motorcycle riding.

In response to criticism and constructive feedback, developers added the capability to create online groups where users can share favorite routes and even photos they took along the way. "People were misusing the application in creative ways," says Jussi Kaasinen, a member of the team at Nokia Research Center in Helsinki that developed Sports Tracker. Once again proving the greatest value in brand-based communities lies at the cross section of passionate "users" and innovation.
BY JEN
 
 
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