In other words, you have to make the engaging challenge about something somehow related to your product, and then you have to provide users with both the challenge AND the tools to keep increasing their skills and knowledge around that challenge area. This related thing does NOT necessarily have to be deeply spiritually fulfilling. You don't have to make everything a Big Important Cause.
You don't have to come up with some change-the-world benefit by, say, associating your product or service with a save-the-whatever campaign. Think about it... video games keep people engaged, involved, learning, passionate, and on and on, without ever suggesting that you're directly fulfilling a higher purpose other.
than feeling more personally powerful at something. Achieving a flow state is fulfilling on a personal level because it creates an experience. And that's a Good Thing, whether it's attached to an important cause or not. Happiness is beneficial all by itself.
Help people understand and become involved with the issues around Fair Trade. Coldplay's Chris Martin reaches hundreds of thousands of fans at his concerts, and usually the camera zooms in for a close-up of his hands on the keyboard, where he's written on one.
"Trade" on the other. Those thousands of fans leave the concert, go home, and google on . A coffee producer who shows some fair trade awareness is good, but that's not enough to create passionate users.
But a coffee roaster who, say, provides interesting and challenging ways for people to learn and more importantly--become involved in issues around fair trade might have a better chance at keeping users engaged.
The easiest way would be to make sure your garbage bags really made in some environmentally supportive and interesting way, and provide the tools for people to increase their knowledge and skills in some interesting and challenging way. When I say interesting and challenging.
I mean that you can't just put up a bunch of good info to read. They might read it, but then what? That's not enough for passion.rovide games on your site. Really good, fun, interactive, high-score publishing games. Put clues to the games inside the boxes.
Even if there's nothing at all in the box, if you can keep people on your site longer, they'll at least feel something related to your product.So if you think of what used to be .
your ad budget as going to your "help users kick ass and have an 'I Rule!' experience" campaign, it's just shifting the dollars to something way more .
