[youtube=http://www.youtube.com/watch?v=cynoeDR02Yk&w=560&h=349]
“Emotion is a part of business,” said Brian Wong, the 21-year-old CEO of Kiip, a company that provides phyiscal and virtual goods as rewards for achieving goals in video games. Through his work, Wong learned that emotion is a core part of winning business and is more effective than using attention-grabbers. “In moments of joy and happiness, you can reach someone,” says Wong. “When it’s an earned feeling, and you tie it to a reward, you have a stronger affinity towards it.” In Wong’s presentation, "Beyond Attention: Emotion," at the Future Insights Live conference in Las Vegas, he walked through ten ways to reach your audience beyond just attention. 1. Moments instead of touch points: You’re looking to create a product that actually enhances the user’s life. Apple is at the apex of this. They show this in all of their advertising. What does it look like when people are using our product? What do they look like? Do they smile? With Kiip, Wong found that game achievements were "moments." Wong points out that you’ll see Coke imagery at ballparks because they want their image to be there when you’re happy watching your team win. 2. Play: Can you bring this element to your product or service? Emotion comes out of play. To capitalize on play, Wong suggests these three layers:- Action layer: Moments
- Achievement layer: Acknowledgement and validation
- Rewards layer: Serendipity, gifts, and rewards