Download - Why every brand needs an API for developers
Everything is interactive.
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Interactive Agency of the YearWinner, 2009
Runner-up, 2010 & 2011
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Psychology + Technology
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Ideas that Work
Traction combines psychology & technology to create ideas that work.
Why every brand needs an open API for developers.
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(http://mashable.com/2011/01/04/brand-open-api-developers/)
Focus on “Why.”
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APIsAn unexpected solution?
Banners
Like rocks that marketers throw at customers
trying to knock them upside the head.
Apps
With the avg. consumer regularly engaging with a max of 11-14 apps,
these are a hard place to reach.
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APIs may be obvious for these brands. But, what about these?
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Videos
Tools
Recipes
Tips
GamesBig Fork Little Fork.
A monolith of an app. The right solution for Kraft?
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Twitter’s 140 characters is an API first, not a website.
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What if we updated the APIs on Twitter...
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What’s for dinner?Meat Loaf
what you need
1 cup dry bread crumbs
1/4 cup milk
2 lb. ground beef
1 can (8 oz.) tomato sauce or ketchup, divided
3/4 cup finely chopped celery
1 envelope GOOD SEASONS Italian Dressing Mix
1 egg, lightly beaten
2 Tbsp. chopped fresh parsley
Meat
Meat Balls
Meat Burger
Meat & Potatoes
Meat Loaf
Meat Head
… and changed “What’s happening?” with “What’s for dinner?” & “my feed” for “recipes.”
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When these devices come along,
Kraft won’t have to spend a million dollars.
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Or when this partner innovates, Kraft can be part of that innovation.
Imagine choosing a recipe and all the ingredients get delivered to your doorstep.
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WWDCEssentially a big, fat ad for Apple’s APIs.
Does every brand need an open API for developers?
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Maybe, maybe not. But definitely, maybe.
