Appropriation

This is point has certainly been made before (some amazing things were done with the Wii controller - see here and here), but this recent XBox Kinect example helps to add fuel to an ongoing fire. Consumers are not only ready and willing to be involved in the creation of products (see this crazy example from Fiat Brazil), but they also want to play around, adapt and appropriate the product within the confines that the brand has created. This idea was central to Nokia’s last campaign.

The Kinect has only been out a week or two and this hack, which allows you to run Kinect’s output directly into OS X (see video) and was created by a chap named Theo Watson, is already spreading. This example not only shows the creativity of the crowd, but its sheer speed!