Faking your Way to Virality
Another good marketing example that utilizes Core Drive 7 is Adobe’s Real or Fake campaign. In 2008, Adobe wanted consumers to understand the power of their Adobe Photoshop and Illustrator products. With the new Facebook platform seen as a potential marketing tool for reaching college students, a campaign was created on Adobe’s Student Facebook Page called Real or Fake. Each week five bizarre looking images were posted and college students were challenged to determine whether the images were real or fake.
The participating users were extremely motivated by the mystery of whether these photos were actually real or “photoshopped.” The motivation to participate was also heavily driven by Core Drive 3: Empowerment of Creativity & Feedback. “This can’t be real. It has to be fake. But it looks so real… even the shadow and textures are perfect. I need to find out.”
As a result, this...