5 stepps why things catch on by jonah berger tristan, morten, ciprian and martin

5 Stepps Why Things Catch On By Jonah Berger

Tristan, Morten, Ciprian and Martin

Social Currency

One Plus One Oneplus One

The SmartPhone for the chosen ones!

The manufacturers of the Oneplus One. Smartphone are so confident in the appeal of their products that

they have implemented a rarely-seen approach in selling said products. In order to raise prestige to a completely new level, the company is primarily selling their products by word-of-mouth, or so-called “invites”. In order to get an invite, a potential customer would have to know a person, already in possession of one of the company’s products – who in turn would be able to invite the new customer to make a purchase. Other means of getting an invite is to partake in the company’s contests, or promotions. Should one lack any friends or acquaintances with an Oneplus product, all hope is not lost, as the company devotes one day in the week to make purchases available for the non-initiated. Every Tuesday, starting at 08:00 GMT the company is offering the phone for 24 hours without any invites.

Triggers

Emotions

Public Visibility

Stories

Companies use storytelling to brand

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