When designing a new site feature or planning a new campaign, I always create with a rule of thumb in mind: “Lower cognitive friction and make it as effortless as possible for the user to participate.” Less fields in the signup form, less clicks to a destination, a better FAQ page…
Then I heard Ted Hunt from Innocent Drinks, during Fuel Conference on Friday, who talked about the +400,000 hats that were knitted during The Big Knit campaign for the Age Concern charity.
Knitting. Four hundred thousand hats.
Nobody’s getting paid to do this, and some participants even learned to knit specifically for the occasion. That’s when it struck me; far more important than reducing friction to participation is engaging the community so that they’re willing to do something crazy – like knitting hats – to support your cause.
Dan Germain blogged about the ultimate job at Innocent Drinks, one of creative writer.
Anyone who knows the Innocent brand and loves it as much as I do will agree that these are big shoes to fill. The writing is one of the assets that make the (somewhat overpriced) smoothies seem so much more appealing than their less expensive, but not so adorable, supermarket’s-own alternative.
They’ve created a new benchmark for fun, cute and downright comical writing, so if you feel that you’re suited for the job, give ’em a ring on the bananaphone or apply for the job!
[Via Gapingvoid on Twitter]