Why every brand needs an API for developers
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Does every brand need an open API? This presentation makes the case—using Kraft as an example—for how everyday brands could find unexpected value in releasing their own APIs for developers.
Transcript of Why every brand needs an API for developers
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.
