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AGENCY OF RELEVANCE CONTENT ATTACHMENTS 2016 A-Z Culture Glossary

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AGENCY OF RELEVANCE
CONTENT ATTACHMENTS
These days products need more than just great
packaging and clever ads to get our attention. Today
we’re seeing physical objects paired with music and
videos, so physical products are augmented with digital
content. Cup Noodles in Japan offers a video companion
for “virtual dates” to dine with solo noodle eaters. Brands
are creating content — and attaching content — to
products luring offline and online experiences with a
product. In 2016 we anticipate to see more examples of
this new wave of product/content mashup.
CULTURAL CHALLENGE
Try coming up with an idea for
applying a digital layer to a
physical product. How does it
improve the product or overall
experience?C
© SPARKS & HONEY 2015

Image: Zaid Saadallah / SHUTTERSTOCK

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