For anyone looking to find out how to get your product noticed, used, championed, and sold, look no further than Layer Tennis from Coudal Partners.As described on their site, here's how it works: Two competitors swap a file back and forth in real-time, adding to and embellishing the work. Each artist gets fifteen minutes to complete a “volley” and then we post it to the site live. A third participant, a writer, provides play-by-play commentary on the action, as it happens. A match lasts for ten volleys and is then voted on by "Season Ticket Holders".
What makes it work for Adobe?
1) The software used is mostly - if not all - Adobe software.
2) The site is heavy on Adobe messaging.
3) Designers make Adobe software look like a million bucks.
4) It's cool.
Don't get it? Then most likely you're not a part of Adobe's target audience for high-end design software. But if you do get it, you'll probably spend a lot of time here and tell your friends, who'll no doubt pass it on.
Entertainment, product interaction by pros, two-way communication. It's a slick mix of all the right stuff to help Adobe build on its powerful cult following.
Want to get the most out of the internet? More and more, you'll have to stop thinking solely about beating people over the head with your message and start thinking about something more meaningful: engagement.
Nice "here's how it works" and chronology of an actual match from Digital Kitchen here: http://tinyurl.com/d6q96m
Props to 1201 Alum Kris Todd for his mammoth performance in one of this year's qualifier rounds, in which he crushed the competition.
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