Joe Jaffe explains how our desire to game with each other can be a useful marketing tool
At the Diggnation party at South by Southwest Interactive, I caught up with author and social media maven, Joe Jaffe of Jaffejuice and Jaffejuice.tv. Joe had actually interviewed me a year and a half ago regarding an article I had written for Mashable about social media mistakes made by social media gurus. Friday night was our first meeting in person.
I asked Joe to return the favor and let me interview him, and we talked about the rise of cause marketing. Specifically, he focused cause marketing’s success not pulling at our emotions but through the fun of challenges. Our desire to game and our competitiveness alone can be a strong motivating factor. It works for financial gain, and if architected well it can also support a greater good.