A new view of advertising: Adictik
A little more than fifteen years ago we had our first digital cameras. It made it easier to take a photo and to see its effects immediately. There came the mobile phones that were disastrously photographing everything and, not without complications, you could download it on your desktop. It was like a wonder, a phone that was taking photos. Later, phones became something else and we gave them the adjective ‘smart’. At the same time, social networks settled down in our lives. We have passed from a unidirectional internet to another socialised.
The photography was ready to transform. We are passing from taking photos to distribute them and what was a picture has become a moment. Most of the 42 millions of photos that are taken in an hour in the world are no longer for the collection of the author, but for distributing emotions, experiences and for sharing experiences with the community.
At this precise moment in which a photo becomes a social fact that exceeds its own definition, advertising appears misplaced. It goes on misplaced. It is more than evident that the brands are swimming a bit lost since the so-called ‘conversation’ was established on the network .
There are many examples of how they, instead of getting involved, have begun to use modern forms of technology but with a very traditional background. They passed from telling without listening to listening and telling. Those are the exceptions who have understood that the ‘brand’ is formed by its customers even beyond their own identity.
At the moment, communication equipments that leaped at the conquest of the social networks, did no more than manage from a similar way to how they did in the network before its appearance. They place ads in a thousand places and based on reverse engineering to detect where and how they can increase its introduction. It gives results, but it will not be enough soon.
In fact, when they decide to ‘get into’ direct relationship to their customers to look for ‘fans’ of their brand, they don’t do much more than giving products to supposed influencers so that they will take photos of these products.
They inundate the network with contents purchased in one way or another and this is no more than a response to hiring someone famous who shows how delighted he is with your brand. It is cheaper and increasingly it becomes less efficient.
In fact, many brands are reflecting on that and they have thrown themselves to experience other means. At this point they are. The conclusions of some of them are beginning to become more than enlightening.
A Spanish application that will conquer an empty space to date, has appeared in a scene where the big-data and automated data management only require information to be analysed and track the use of their logos and the how all this is comporting.
Adictik is a free application, at the moment for iOS and soon for Android, that will respond to the demand of young and not-so-young people, to let them feel like an integral part of what represents and means the consumption of their favourite brands.
By the hand of two entrepreneurs, Laura Santolaria and Kilian Sevilla , experts in brands and digital marketing, appear what is called to be one of the sensations of the year. In just one week they have achieved thousands of downloads and the growth only increase exponentially. A new paradigm has come to stay in the digital advertising concept. What the brand is telling you is counting less and less and what people are willing to tell or to do for it is counting more and more.
Adictik plays with the concept itself and turns it around based on a fact that other successful applications had forgotten: put your brand at every instant while you are distributing. The creators of Adictik define it as a kind of Instagram of brands. In fact, it goes well. You take a photo and put a brand that ‘defines ‘ the moment and linking it automatically to your Instagram account.
There is no friction. From there to the rest of the networks. When they presented me this project more than one year ago, it made sense to me although in my case, I did not guess that I could turn in ‘adictik’. It seemed to be an application destined to young people, in love with their brands, used to Instagram, Snapchat or others, which are mainly riddled with Millennials.
But I recognise that it was not like this. It is funny and when you are using it for a while you can see ‘ads’ everywhere. Any photo is susceptible to have a logo that defines it better. It’s curious, but that’s the way it is. We must be subject to a kind of sociological law that links us in a cerebral way to moments and brands without knowing it.
Adictik allows you to upload photos and add a logo or tagline of thousands of brands and then sharing it and right there enters what for me really has a value beyond the game and the anecdote of the use itself. It is a demonstration that the users, the individuals, have the power of the brands and an opportunity to become their protagonists. There are already agreements with several of the most important brands to value and attend to the users who are taking pictures of their logo.
In fact, as the rest of the friends vote (with a sign called Shaka!) any ‘anonymous’ user can become the favourite regarding this brand. It is the ranking of each brand that will be rewarded by themselves. It is like turning the matter around. I’d like to emphasise especially that Adictik was accelerated in the first edition of connector and currently its international launch is being prepared already as a notable Anglo-Saxon development.
I ask you to try it. It is simple like other successful apps. People in Dublin and San Francisco who have already seen it, define it as one of the apps to keep in mind.