The Skinny
In this paper we describe a strategy to help Condé Nast compete not just with other media companies (like Hearst and Meredith) but also with tech companies like Google and Facebook.
We propose a product - Backpack - that enables users to go through their daily moments in a more enriched manner by incorporating Condé Nast content into these moments.
Backpack shows a map of your daily life with social events, meetings, friends etc. and adds Condé Nast content to this map in an engaging and interactive manner.
Moments of Relevance
Competing with Google and Facebook implies competing for the user’s attention when the user is in an elevator, at a coffee shop, waiting for a train, excited about the food that has just arrived and so on. It is in these instances that we scroll through Instagram, look for articles on Google, browse Facebook and make these companies the traffic cop that guides our attention.
We propose a solution that can help Condé Nast compete for the user’s attention in these moments and not after the user is already captivated by Google or Facebook.