Using Exclusivity To Build Brand Hype

Remember when leaks flooded the Internet with rumors of Apple creating a device that was an iPod and a phone? People had no clue what it was going to look like or how it was going to revolutionize the mobile experience, but they wanted it. In fact, people waited in line for days. Was it a cooincidece that leaks of device specs or images flooded the Internet or was it pure strategy (a long time debate that mac enthusiasts often discuss).

The same game is being played out in the social media space, most recently with Google Wave.

We've all heard about it. We've all seen the video and have heard about what it does, how it will change how we collaborate. We knew that a few developers and coders were the first to play with it.

Fast forward to this week when Google Wave was officially launched into beta for consumers. However, just like in the case of the iPhone, only a few select users were granted access and if you follow any of the popular social media sites, troll through Twitter or even cruise around on eBay, the eagerness to be a Google Waver is incredible.

Again, coincidence or strategy?

Regardless, the buzz Google Wave has garnered has filtered through all types of media and is still buzzing. The buzz, however, is two fold.

For those that have received an invite, it gives them instant street cred. People like to feel special and when they are part of an exclusive club, they like talking about it. Having access to what others don't have access to is an incredible power and brands play into that mentality all the time. It is a key generator of word-of-mouth and is priceless in terms of how much blog traffic, beta-inqury sign-ups, etc. that a brand will receive as a result of an exclusivity strategy.

The key for brands who want to create buzz (not just tech companies or social media services either) is finding that elusive grey area between making the product or service available, but also making it so hard to get that communities are created by those who want in to the VIP club. On the flip side, brands must engage with the cool kids because if you don't treat this exclusive group the right way, your strategy will go down the tubes quicker than the Pepsi iPhone app.

What are your thoughts on the exclusivity strategy? Can it work in other areas of business other than consumer products and services?