Flip the Switch

130: Storytelling and the Science of Cool (Part 2) w/ Troy Campbell

In the second half of this two-part episode, we’re diving into why Disney uses portals, the principles of meta-modernism and why something is “cool” with Dr. Troy Campbell. Campbell is the Chief Scientist at On Your Feet and his research and career has centered around the intersection of scientific minds and artistic hearts and how to create and capture original and powerful ideas and make amazing things.  

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3:29    The Importance of “Portals”

11:19   The Science of “Cool”

18:12  How to Break the Norm

23:01  Meta-Modernism

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To learn more about Troy’s research on the intersection of Scientific Mind, Artistic Heart, check out:

Troy-Campbell.com

Start with Science – Netflix

Team Science: Building Better Science Activists with Insights from Disney, Marketing, and Psychological Research

Check out other topics referenced in this episode:

Metamodernist Manifesto by Luke Turner

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Flip the Switch

129: Storytelling and the Science of Cool (Part 1) w/ Troy Campbell

In the first of this two-part episode with Dr. Troy Campbell, we’re breaking down the principles behind storytelling and what makes something “cool.”  Campbell is the Chief Scientist at On Your Feet and his research and career has centered around the intersection of scientific minds and artistic hearts and how to create and capture original and powerful ideas and make amazing things.  Part one hits on why Nike ads are simple to make and how brands like Disney borrow stories.

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3:52    Troy’s Career Thesis: “Scientific Mind & Artistic Heart”

6:11    Marvel Isn’t Appealing to Everyone

10:19  Egocentrism 

14:04  Nike Ads are Simple to Make

16:58  Borrowing Stories From Others

22:50  Multi-Narrative Storytelling

25:46  Defining Your Story to Tell Multi-Narrative Stories

31:20  The Destiny Narrative

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To learn more about Troy’s research on the intersection of Scientific Mind, Artistic Heart, check out:

Troy-Campbell.com

Start with Science – Netflix

Team Science: Building Better Science Activists with Insights from Disney, Marketing, and Psychological Research

Read More
Tip of the Day

Nike’s Nothing but Gold App

Nike released a landing page and Instagram account for Nothing but Gold, a social commerce app targeting Gen Z women. The website is in beta, but sounds like the app will combine TikTok-like features, community aspects and sales channels. Check out this Front Office Sports article for more details.  

Here are three lessons from Nike’s Nothing but Gold decision applicable to your athletic department:

  1. Control your community – Nike has heavily focused on building their DTC channels. The biggest example was the global sportswear company announcing it would no longer sell through Amazon. By building applications, Nike is creating its own community of consumers while collecting real-time behavioral feedback that can be turned into new products. Few brands have as deeply loyal customers as Nike but College Athletics is one of them. Yet, most schools we’ve spoken with use their existing mobile app as an information hub rather than a platform to engage their fans. If that’s your department, give the Enterprise Solutions team a call – we’ve helped multiple schools think through their digital strategy when it comes to mobile apps 
  1. Personalized experiences are key – My favorite part of Nike’s Nothing but Gold app? The fact the app targets a specific customer segment. Nike clearly understands that with its massive customer base, different demographics have different purchasing habits. The strategy to sell to millennial male NBA fans needs to be differentiated from the strategy to sell to Gen Z women. As an athletic department, your fans want personalized experiences. Having separate apps for different fan segments may be unrealistic but are you finding successful ways to segment and target different fan groups with personalized experiences? If not, what technologies do you need to be successful? 
  1. Fan engagement & commerce are becoming intertwined – Social commerce is the term commonly used. Combining a social element (Nothing but Gold’s TikTok-like features) with a sales channel helps maximize revenue. If you already own someone’s attention, it’s much easier to sell to them. If you aren’t embracing social commerce, you’re missing out on opportunities for customized merchandise drops or unique experience sales.  

If you enjoyed the above tip of the day, subscribe to EngageMint’s Tic-Tacx newsletter for similar weekly insights. 

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