Any of you who hang out on Twitter a lot have probably seen Intel’s latest brainchild called the Museum of Me. Even if you haven’t, the project has gotten tons of coverage (mostly positive) in places like Gizmodo, AdWeek and the Huffington Post. What’s interesting is that while almost everyone appreciated the creativity and personalization of the project, several journalists/bloggers swung this around to comment on things like privacy on Facebook and the wisdom of sharing as much as we do on the gargantuan social network. However, it was a blurb during NPR’s Morning Edition this morning that got me thinking about this topic in earnest [6/3 correction : while John's show airs during NPR's Morning Edition, Tech Report, comes courtesy of American Public Media].
John Moe — someone who’s commentary on technology I both admire and look forward to — couched his story about Intel’s “Museum” as an exercise in narcissism. What?!? Okay, I can see why at first blush someone might think that. After all, the project does pull pictures from your Facebook profile (once you’ve given it permission to of course). And the video that results begins and ends with your Facebook profile picture. But beyond that, there is so much else going on that I think John is missing the point.
After connecting my Facebook account and watching my own personalized “museum tour” I couldn’t believe what a clever way this way to engage people. Getting to the point of this post, what Intel did was brilliant. And I’m not saying that because they are a client (this video was done by a different group than the one we work with) but rather because Intel totally gets the fact that finding a way to include people in a deep and emotional way is a powerful way to connect customers to their brand. In an age where this is becoming increasingly difficult — especially on a scalable level — taking this approach is a clever way to reach customers in a meaningful way while subtly plugging the brand. Maybe I’m too close to this but I give Intel’s campaign a +1, a <like> and a thumbs up. How about you?