Consumer Generated Media Archive
The carpet in my living room this weekend was covered with hundreds of tiny rubber bands. The bands are part of an addictive new toy kit called Rainbow Looms that let kids create their own woven bracelets out of these small rubber bands. Invented by a Chinese immigrant dad of two teenage daughters, the product has been on the market for two years but has only recently skyrocketed in popularity. The buzz may have peaked several weeks ago when the New York Times published an article about the story behind the creation of Rainbow Looms.
The rise of Rainbow Looms reminds me of a post from several years ago I wrote about another kid’s bracelet that was the viral storm at that time – Silly Bandz. So now we’re in version 2.0 of the bracelet trend, and you might be tempted once again to see this fascination as nothing more than the latest fad. Yet I believe there are a few reasons why Rainbow Looms may outlast Silly Bandz … and the comparisons between them offer an interesting exploration of the reasons why one fad may outlast another – and what it might teach you about creating ongoing engagement with any product.
Reason #1 – Requiring A Time Commitment.
One of the insights the creators of the Rainbow Loom learned early was that the product doesn’t really sell itself from a store shelf. Instead, people need to see how it works. When toy stores started offering introductory classes, for example, then the product really started to take off. Once you saw a visual demonstration, the product became real and tangible. Without it, the kits stayed on store shelves.
Reason #2 - Building Super Users
YouTube is filled with videos of kids sharing their own designs using the kit to create all kinds of new products. Some of the most popular have hundreds of thousands of views. More importantly, the kids who have gotten really good at creating their bracelets are even turning them into a side business and selling them to other kids. When you have a core group of super users this engaged, the initial buzz of a fad can last longer and grow into something more sustained.
Reason #3 - Incorporating Personalization
When you wear a Rainbow Loom, you are making a fashion statement because they are all different. As a result, kids who are getting into creating and wearing them aren’t just following the earlier moving kids. They are adding their own voice and personality to it along the way, which makes it far more likely that their popularity will last.
These three reasons set Rainbow Looms apart from Silly Bandz and make them more likely to survive the long term. The main question, which the NY Times article raises, is whether the creator of the product will be able to fend off competitors who may come in and copy the product and erode his early market share. To prevent this, Rainbow Looms will need to combine a great experience with something that is often more difficult to build … a brand that people care about.
The greatest collection of human stupidity ever amassed sits on the Internet … and you probably encounter it every day. When you go online today, there is some great content – and a deluge of bad, useless or otherwise idiotic content. It is common knowledge that content creation online is exploding and that much of it is not very good….Read More >>
In just a few weeks, it will be time once again for one of my favourite marketing events of the year. No, it’s not the party-filled serendipity fest of SXSW, or the Las Vegas geek-pride gathering at CES. The event I’m talking about is all business … and that’s why it’s one of my top events all year. On June…Read More >>
The FDA might be accidentally brilliant. Every now and then for the past several years, that thought has crossed my mind. Without context, it may seem like a strange conclusion to make about any government agency. For anyone who was there in DC on November 12, 2009 when the FDA held their first public hearing on social media marketing - this…Read More >>
A theater show happens in real time. It’s live on stage and the actors are actually saying the lines as you watch them. And if it’s well done, it can seem spontaneous and real and unscripted. But of course, it is scripted. They are memorizing lines and performing them. Improv, on the other hand is completely UNscripted. It is based…Read More >>
Every year there seems to be another Admeter/Adbowl/Adrank type of contest that lets anyone register and vote for their favourite ads. Sure it’s nice when everyone has an opinion, but as any designer will tell you – opinions are like butts … everyone has one, but usually they stink. If you’re reading this, though, you probably care more about marketing…Read More >>
What’s the Trend? New and old friends change the travel experience by curating where to go, and offering more local authentic experiences. Your friends are the new travel agent and tour guides, as a host of new services online and offline enable any traveler to get recommendations for unique experiences from friends. Beyond recommendations, this is also enabling far more…Read More >>
What’s the Trend? Organizations uncover that one of their greatest assets to inspire loyalty can come from taking people behind the scenes of their brand and history. Every business has someone who is the legend behind the brand – and some are lucky to have that person still working. At large companies, employees can get disconnected from the initial backstory…Read More >>
What’s the Trend? Crowdfunding evolves beyond films or budding entrepreneurs to give anyone the opportunity to seek “me-funding” to do anything from taking a life changing trip to funding a college education. One of the biggest growth areas online last year was crowdfunding – and many “projects” involved helping people to start businesses, or create art projects. In the coming…Read More >>
There has been a single pink folder on my desk since January 15th of this year. That day matters to me for two reasons – first because its my birthday, and second because it’s the day when I start an empty folder with the intention of collecting ideas for my year end trend report. Then throughout the year, I steadily…Read More >>