Everything is interactive.

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Interactive Agency of the YearWinner, 2009

Runner-up, 2010 & 2011

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Psychology + Technology

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Ideas that Work

Traction combines psychology & technology to create ideas that work.

Why every brand needs an open API for developers.

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(http://mashable.com/2011/01/04/brand-open-api-developers/)

Focus on “Why.”

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APIsAn unexpected solution?

Banners

Like rocks that marketers throw at customers

trying to knock them upside the head.

Apps

With the avg. consumer regularly engaging with a max of 11-14 apps,

these are a hard place to reach.

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APIs may be obvious for these brands. But, what about these?

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Videos

Tools

Recipes

Tips

GamesBig Fork Little Fork.

A monolith of an app. The right solution for Kraft?

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Twitter’s 140 characters is an API first, not a website.

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What if we updated the APIs on Twitter...

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What’s for dinner?Meat Loaf

what you need

1 cup dry bread crumbs

1/4 cup milk

2 lb. ground beef

1 can (8 oz.) tomato sauce or ketchup, divided

3/4 cup finely chopped celery

1 envelope GOOD SEASONS Italian Dressing Mix

1 egg, lightly beaten

2 Tbsp. chopped fresh parsley

Meat

Meat Balls

Meat Burger

Meat & Potatoes

Meat Loaf

Meat Head

… and changed “What’s happening?” with “What’s for dinner?” & “my feed” for “recipes.”

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When these devices come along,

Kraft won’t have to spend a million dollars.

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Or when this partner innovates, Kraft can be part of that innovation.

Imagine choosing a recipe and all the ingredients get delivered to your doorstep.

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WWDCEssentially a big, fat ad for Apple’s APIs.

Does every brand need an open API for developers?

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Maybe, maybe not. But definitely, maybe.

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Thanks.

Adam Kleinberg

www.tractionco.com/blog

adam@tractionco.com

@adamkleinberg

415.962.5823