What happens after the credits roll?
June 3rd, 2008
I finally got a chance to go see Ironman this past weekend. And I was not disappointed. A couple of weeks back on opening day, I was reading through some posts on twitter and a lot of folks were telling others that they should stay though the end of the credits.
So I did. And after an almost full theatre emptied, there were less than 10 of us left. And while I’m not hard-core enough of a Marvel fan to know just what those 15 seconds meant, I went home and looked it up.
My point is this: a lot of people can be fans of your brand. Fans who buy your product or service on a regular basis, that is. But what are you doing for those that are the true blue fans? The ones that will wait after everyone else is gone? The ones that will stay an extra ten minutes for just a tiny little piece of information? That thirst for more information about you and a deeper relationship with you?
So many brands keep their communities (or their illusion of one) at arms length – especially the “crazy fans.” But what would happen if it was the opposite? What would happen if you left those secret Easter Eggs out there especially for those highly passionate fans to find?
You know what would happen? They’d stay until the end of the credits. After that? Magic.
Other posts by Spike.
Patrick says:
I think their will always be a significant and die hard core of people who are treasure hunters. Maybe not the majority but the customers, fans etc. who have the deepest roots into your product be it a computer game like Myst which on the surface seemed like nothing more that a slide show with little puzzle but in reality the magic was the back story for those who were willing to invest the time to uncover the nuggets below the surface.
Following in it’s foot steps is the TV show Lost which has one level of entertainment but their DVD’s are highly rewatchable as details are subtle at first but when you look back it’s amazing how well they tie the threads of the story together no matter if they planned it all along or they are making sure to tie them up as they go along it still shows special attention and consideration was given to detail and the intelligence of those who want to seek a bit more.
The Pixar movies are great at this because despite it all being preprogrammed animation they manage to create bloopers as if the cartoon character could make those mistakes. That kind of stuff makes them a lot more “human” than any advances in graphical rendering technology.
To me all that extra attention truly ads value to a brand. It’s not just the domain of entertainment. Manufacturers, programmers, clothing designers can all ad extra value by adding special features and given special attention to some things even if only a few people will discover them. Sometimes that little bit of extra attention in the product design or extra service will increase the popularity via word of mouth than anything a third party marketer can do.
I can’t add special features to a clients product line but it is a fascinating topic I can engage them in conversation with.
June 3rd, 2008 at 6:14 amBrand Logician says:
This works very well in a B2C space, and what makes it most effective is the hidden “treasure’s” ability to help in creating a persona for the brand. Apple and Google do this well, such as with Apple’s famous “Do Not Eat Shuffle” in its terms and conditions and Google’s map routing from Boston to Paris. Both removed them after it became public knowledge and you would hope that they would continue to add to little Easter eggs to enhance the brand experience.
June 3rd, 2008 at 7:33 amLittle Touches for Genuine Experiences « my thoughts, exactly. says:
[...] read more | digg story [...]
June 3rd, 2008 at 7:37 amBIG Kahuna says:
I’m actually on route to see Iron Man right now. I had to wait to get back to Boston to see it on a legit movie screen (St. Thomas isn’t the movie capital of the world). Your link just went to Wiki? Was it supposed to go somehwere else?
June 3rd, 2008 at 8:54 amSpike says:
Scott - yep. That’s where I looked it up! You didn’t think I’d give away the after ending, ending, did ya?
Welcome back to the states and enjoy the show.
June 3rd, 2008 at 9:08 amBIG Kahuna says:
And welcome back to a fierce round of freakin allergies. I must say I’ve never been sick in St. Thomas, not even a cold. Day 1 back here…ouch!
You should check out my blog there: http://www.stthomasblog.com. I also started the first and only Best of St. Thomas Awards (sweet WOMM) and next year I’m bringing in local students to guest write on the blog. I think you’d even be proud of the “movement” I’ve begun…More to come on it, but slowly…
June 3rd, 2008 at 9:31 amolivier blanchard says:
It would have been even better if they had made a more adventurous casting decision.
I totally agree with your post though.
June 3rd, 2008 at 1:10 pmBIG Kahuna says:
Just got back from the movie, and I thought the casting was great. Downey’s sarcastic sense of humor was right on point.
Spike, thanks for the heads up. My wife and I waited aaalllll the way to the end. Then I thought to myself, that damn Spike is probably giving everyone the business. But there was a hidden gem.
June 3rd, 2008 at 3:43 pmdavid benardo says:
loved the movie and stayed till the e n d . cause I was w/someone who saw it a few days prior a dragged me to it. Would of been cool to have a secret code to text and then get back a web-coupon or something we could use later on. d
June 6th, 2008 at 12:36 pmCommunity Guy, Jake McKee - How are you exciting and delighting? says:
[...] Spike points out the value of the hidden easter egg on the relationship you build with your most dedicated fans. [...]
June 12th, 2008 at 7:29 amBIG Kahuna says:
Update, just saw the Hulk and it was excellent. It’s really nice that they’re making such good movies now. No easter egg at the end but there are a few during the movie…
June 13th, 2008 at 2:21 pmBIG Kahuna says:
Oh, and half the sold out theatre stayed until after the credits…interesting trend I think.
June 13th, 2008 at 2:22 pm