Audience, technology and the path to engagement.

AKQA showed this morning their way to get audience. The (advertising) crowd rumored that they didn’t presented any innovative media campaign idea, just apps and “editechnical” stuff.

But when they said that their Heineken application generated 90 minutes of brand engagement per user, this can’t make us think.

What media communication piece gets 90 minutes of attention?

Where was the budget taken to pay the application and its campaign?

The answer is none, and from the communication budget.

Are we going to give up earning that part of the budget? Let’s concentrate on media campaigns. But we have to care a lot to ensure that our share is growing, not shrinking. Are we sure of it?

One can object that Heineken app is for geeks, and nobody is going to really spend 90 minutes on an app. Fantastic. We have an advantage. These agencies dont’ work on real life events, they do tech stuff.

But please, don’t keep on doing print ads as an answer. People is turning their heads somewhere else, and their attention is going that way.