Tribe.Red is a company that develops mobile fan applications. We believe in both gamifying meaningful actions and in an all-around playful, game-like design.
Two brothers founded Tribe.Red in early 2015. The company grew out of their earlier marketing projects which utilized, among other things, augmented reality to offer something special for brands looking to engage their audiences.
Fan communities exist independently of corporate marketing – and sometimes even independently of the artists themselves. We try to offer a little bit of extra structure to being a fan. We make apps, which reward fans with exclusive content for their already meaningful participation in the community.
By offering a space free of today’s constant bombardment of competing marketing messages, our apps allow brands to better manage their fan relations. Our apps are not segregated from popular social media services, but do filter out the noise inherent in them. Better yet, the app can even reward the users for the time they spend on the app engaging with the brand.
To take an example, the official Isac Elliot App, developed by us, has videos exclusive to the app. Some of its mini-games are unlocked only by using the app’s augmented-reality camera. The exclusive content can be tied to products and merchandise, making the app work towards sales.
Added value for both fans and artists
In our view, to gamify fandom is to build a structure for meaningful fandom. A good gamified experience does not suffocate the fans and their own creativity. The app should be a powerful tool available for the fan community, and a rewarding way to show off one’s own fandom.
For the marketer, the same app that rewards the consumer is able to guide the target audience out from their personal circles and into one shared by other fans and the artists themselves.
We believe, an artist fan app should add value to all parties: the fans, the artist and the company managing the artist.
Our next blog post will highlight differences between the original Isac Elliot App and the upcoming Isac Elliot App 2.