Searching on Google. Shopping on Amazon. Connecting on Facebook. The biggest ideas for brands online are experiences. For example, great as the Mac vs. PC television spots are, on the Mac section of the Apple site, little Bill and little Steve are an afterthought.
The top of the page is given over to a sleek, sliding product console. Then there’s a video titled Why You’ll Love a Mac. No actors, just a screen capture of the Mac user interface in action. It’s not just that the site is acting as a store. It’s that the way it works as a store gives you a feeling for how the brand works. It has nothing to do with the TV work — that’s all about the big idea. The site is something completely different, a big experience. But they both feel like they come from the same company, and they both make me feel happy that I work on a Mac.
