Create ideas using: Cutting-edge Tech
When should I use cutting-edge tech in a campaign instead of keeping it simple?
Only when the tech actually serves the idea, not when you're using tech for its own sake. Tech should either solve a problem, create an experience impossible without it, or demonstrate innovation in a way that connects to what your brand is about. If the tech is cool but the campaign idea is weak, you've just wasted attention on the wrong thing. The tech should be a vehicle for the idea, not the main event.
How do I use tech without alienating people who don't care about it?
Focus on the benefit, not the technology. Don't say 'we used AR!' Say what the AR experience does for them. The technology is just how you deliver the experience. Some people will geek out about the tech; most will just care that it works and it's cool. Make it accessible—anyone should be able to use it, not just tech enthusiasts. The technology should feel invisible to the user; they should just feel like the brand is offering them something special.
Example: How it could look
A car brand could use AR to let people visualize a vehicle in their driveway before buying it. They don't say 'we used AR technology!' They show someone with their phone, seeing their dream car sitting in front of their house. The technology is invisible; the benefit is clear. Tech enthusiasts appreciate the AR implementation; everyone else just sees that the brand made it possible to imagine before they buy. That's the right way to use tech in campaigns.
Or like this:
Why is Cutting-edge Tech a great technique?
Cutting-edge tech campaigns work because they create impossible experiences—moments that prove the brand is forward-thinking and innovating for real benefit.
Creates experiences not possible without tech
Demonstrates innovation authentically
Generates social sharing through novelty
Positions brand as forward-thinking leader
The strongest tech campaigns make the technology disappear and the benefit obvious. People should feel like your brand figured out something genuinely cool, not like you found a tech toy to play with.
! When not to use the Cutting-edge Tech Technique
When the technology is more impressive than the idea it's serving. If people are amazed by the tech but confused about what it has to do with your brand, you've failed. Also skip it if the tech creates more friction than it solves—if people need a tutorial to figure out how to use your campaign, the barrier is too high.
Technique first described by www.deckofbrilliance.com