The most important takeaway for me is that people have a hard time telling the difference between the perceived value and the real value of things. So if you can't increase the real value of things, go and increase their perceived value instead.
And so moving forward brands are going to tap into this a lot more. They have been doing this to a certain degree but by marrying the online world with reality there is a greater opportunity to do this. An example of this is the mafia wars idea where I am beating my real friends in a game. There is also the part where they can make the perceived value more apparent. So a good example of this is the point system; buy 5 subs and get the sixth one free.
So when you put the two effects together marketers and brands can really benefit from the great increase in perceived value. An example would be where something you normally do (like brushing your teeth) can have a much greater perceived value when the brands show you that (a) you are doing better than your peers and (b) doing it multiple times helps you level up (and possibly get free stuff in the future).
And so moving forward brands are going to tap into this a lot more. They have been doing this to a certain degree but by marrying the online world with reality there is a greater opportunity to do this. An example of this is the mafia wars idea where I am beating my real friends in a game. There is also the part where they can make the perceived value more apparent. So a good example of this is the point system; buy 5 subs and get the sixth one free.
So when you put the two effects together marketers and brands can really benefit from the great increase in perceived value. An example would be where something you normally do (like brushing your teeth) can have a much greater perceived value when the brands show you that (a) you are doing better than your peers and (b) doing it multiple times helps you level up (and possibly get free stuff in the future).