Hardwired to Love Brands
Nick Baily, a 17-year-old from Detroit, had been dreaming of this day.
On November 6, 2006, Nintendo released its highly anticipated Wii gaming system, the machine that, through a hand-held remote control, allows players to simulate the swing of a bat, the arc of a tennis serve, the roll of a bowling ball, or the rush of a linebacker crashing into the end zone.
After 17 hours waiting in line at his local Toys 'R' Us, the high school senior rushed home excitedly, his Wii box tucked under one arm.
Now, most new Wii owners would breathlessly tear open the box, hook up the machine to the TV set, and test out the new gadget right away. Not Nick Baily.
Before opening the container, he set up his video camera, clipped a microphone to his shirt lapel, adjusted the video camera's controls, and pressed record. Only then, with the video rolling, did he begin unsealing his Wii.
A couple of hours later, Nick's very own grand opening could be viewed on YouTube. And it was—about 71, 000 times in the first week alone.
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Martin Lindstrom (www.martinlindstrom.com) is the author of Brand Child, BRAND sense, and Buyology (October 2008).
